The global initiative debuts in Dubai, coinciding with the world premiere of the limited-edition IQOS ILUMA i BEYOND
Beirut, Lebanon – October 27, 2026: Lebanese creativity continues to shine on the international stage, reaffirming its strong presence across premier global art and design forums. This presence is spotlighted once again at Dubai Design Week 2026, with Lebanese designer Jad Soda participating in the global launch of CURIOUS STUDIO. This unique project brings together IQOS and OUCHHH Collective—a global pioneer in new media and digital arts—delivering an innovative experience that seamlessly blends art, technology, and human curiosity.
Lebanese fashion designer Jad Soda, son of the late designer Basil Soda, , is one of 14 creators selected from around the world to shape the inaugural chapter of this global initiative. Through this collaboration, Jad Soda brings a distinct creative vision inspired by his Lebanese identity and his family’s design heritage to an experience exploring the intersection of art, human curiosity, and technology. Transcending geographical and cultural boundaries, the initiative presents work that engages the senses and opens new horizons for creative expression.
Hosted at the Dubai Design District, CURIOUS STUDIO offers visitors a significant opportunity to take part in a collaborative creative process that has traditionally been reserved for a select few. The experience seeks to redefine the relationship between the audience and the artwork by transforming visitors from passive observers into active contributors shaping the creative journey.
Marking a major milestone in the evolution of this initiative, Dubai hosts the global premiere of the limited-edition IQOS ILUMA i BEYOND, which serves as the symbolic entry point into the world of CURIOUS STUDIO. Far more than a uniquely designed device, it represents a gateway to a year-long creative journey beginning at Dubai Design Week 2026 and concluding at Milan Design Week 2027. This journey aims to provide adult consumers worldwide with the opportunity to actively participate in an ongoing creative dialogue exploring the role of curiosity and human interaction in shaping new ideas and experiences.
CURIOUS STUDIO is built on the firm belief that no idea stems from a single source; rather, it is born from the convergence of a vast network of people, places, and shared human instinct—elements that leave their distinct mark long before the final artistic form takes shape. By uniting global talents, advanced technology, and interactive experiences, the project seeks to unlock new possibilities for co-creation and highlight art’s power to build meaningful bridges between diverse cultures and communities.
The CURIOUS STUDIO exhibition is a collaboration between IQOS and OUCHHH collective and will be held from November 3 to 8, 2026, welcoming visitors daily.
Philip Morris International: A Global Smoke-Free Champion
Philip Morris International 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 of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smokefree products, including heat-not-burn, nicotine pouch and e-vapor products. Our smoke-free products are available for sale in 109 markets as of June 30, 2026. As of December 31, 2025 PMI estimates they were used by over 43 million legal-age consumers around the world, 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 the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables -the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables, General snus and 20 ZYN nicotine pouch variants also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness areas.
References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries. For more information, please visit www.pmi.com and www.pmiscience.com