Celebrating five years in the Philippines, IQOS launches the next phase of “Forever Curious” with art-led collaborations that center community and discovery.
For many artists, the creative process begins with curiosity: a fascination with texture that evolves into a passion for design, or a sound that prompts us to pick up an instrument and learn how to play. An invitation to explore what is yet unknown, it leads people to form new skills, make lasting connections, and discover authentic modes of expression, whether it be in fashion, music, or something else entirely.
For IQOS Philippines, which launched in June 2020, curiosity is a mindset that guides people to ask questions and challenge conventions. So, in their latest campaign known as “Forever Curious,” the brand partners with Filipino innovators who push boundaries in their craft and share fresh perspectives on familiar subjects.
Earlier this year, IQOS Curiosity Setter and award-winning chef Josh Boutwood mounted a multi-course dinner with Vogue Philippines, where each dish sought to reflect the stories of cultural advocates through an intricate fusion of flavors and culinary techniques. Another recent collaboration saw IQOS set up a Pioneers’ Lounge at the Vogue Studios Philippines Launch Party, which gathered established creatives and emerging voices to celebrate media in motion.
At the latter event, IQOS established their brand using rhythmic visuals that framed the large, single-word question, “Curious?” next to an elevated DJ booth. Visible from afar, the message invited guests to look closer, roam the space, and welcome unexpected experiences, such as striking up a conversation with someone new or simply having fun on the dance floor.
IQOS also expresses their values through a distinct color palette: turquoise for openness and innovation, white for clarity and transformation, as well as black for confidence and sophistication. Together, they create a visual identity that feels modern, bold, and instantly recognizable, grounded yet open to taking purposeful leaps.
Heading into their sixth year in the Philippines, IQOS remains committed to bringing the brand world closer to people’s passions. Within the country, this translates to IQOS Curious X events that feel both intimate and momentous, capable of sparking moments where different groups can bond and be inspired. Globally, this means scaling the experience while balancing local relevance, so that every activation is original and memorable.
This October, IQOS users will celebrate the culmination of Curious X in Milan, where the brand will host interactive experiences that showcase and bring their vision to life.
No matter the place, IQOS strives to keep curiosity alive in everything they do. Through their creative collaborations, which are made with intention, they hope to encourage their audience to think about “What’s next?” and consider the what-ifs that lead us to make more freeing, fulfilling choices.
In the next chapter of IQOS’ journey, the brand aims to show that the way forward isn’t a single path, but a sea of possibilities. As they continue to platform Filipino creativity across art, music, food, and design, IQOS renews their dedication to uniting communities that share the spirit of being forever curious.
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