The Dubai debut of the global initiative will also mark the world premiere of the limited-edition IQOS ILUMA i BEYOND.
At Dubai Design Week 2026, taking place from November 3 to 8, IQOS, the number one tobacco heating system according to PMI’s global estimate of total in-market sales of heated tobacco units as of December 2025, and OUCHHH Collective, a pioneering multidisciplinary force in new media, are joining forces to explore the creative frontier where art, technology, and human curiosity converge.
Visitors and media will discover CURIOUS STUDIO, a global initiative that turns curiosity into a shared creative experience. Launching first at Dubai Design Week and continuing toward Milan Design Week 2027, CURIOUS STUDIO invites the IQOS community into a process usually reserved for the creative few, transforming creativity from something observed into something to be shaped collectively.
Dubai marks the debut of CURIOUS STUDIO, bringing together OUCHHH Collective and fourteen selected international collaborators, including Egyptian artist and designer Mohamed Talaia, who also collaborated earlier this year in Egypt with IQOS to present a contemporary artistic experience that blended creativity and technology, resulting in an IQOS limited-edition collection reflecting a strong spirit of innovation.
Known for his creative approach to materials and visual expression, Talaia brings his own artistic perspective to the project. Together, the collaborators are exploring how the intersection of cultures and disciplines can inspire new perspectives, while OUCHHH’s technology reveals the hidden patterns that connect their creative contributions.
While details remain under wraps, the project promises to stand among the most talked-about moments of this year’s Dubai Design Week calendar.
Within this moment, IQOS ILUMA i BEYOND will be introduced globally for the first time in Dubai as the symbolic entry point into CURIOUS STUDIO. More than a limited-edition device, it opens the path from Dubai to Milan, revealing what the initiative can become when adult IQOS consumers around the world take part.
CURIOUS STUDIO begins with a simple yet powerful belief: no creation emerges from a single source. Every idea is shaped by a constellation of people, places, gestures, instincts, memories, and emotions, each leaving its trace long before the final form comes into view, revealing the hidden patterns that connect us.
About Philip Morris International
Philip Morris International (PMI) is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside the tobacco and nicotine sector.
The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch, and e-vapor products. Its smoke-free products are available for sale in 109 markets as of June 30, 2026.
As of December 31, 2025, PMI estimates that its smoke-free products were used by over 43 million legal-age consumers worldwide, many of whom have moved away from cigarettes or significantly reduced their consumption. The smoke-free business accounted for approximately 42% of PMI’s second-quarter 2026 total net revenues.
Since 2008, PMI has invested over $16 billion to develop, scientifically substantiate, and commercialize innovative smoke-free products for legal-age adults who would otherwise smoke or use other nicotine-containing consumer products, with the goal of completely ending the sale of cigarettes.
This includes building scientific assessment capabilities in areas such as pre-clinical systems toxicology, clinical and behavioral research, and post-market studies.
Following a science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches, as well as versions of PMI’s IQOS devices and consumables, marking the first such authorizations in their respective categories.
Versions of IQOS devices and consumables, General snus, and 20 ZYN nicotine pouch variants have also obtained Modified Risk Tobacco Product authorizations from the FDA.
With a foundation and expertise in life sciences, PMI has a long-term ambition to expand into wellness areas. More information about the company’s business and products is available through its official website, while details about its scientific research and assessment programs can be found on PMI Science.
