IQOS continues to strengthen Egypt’s creative landscape through innovative initiatives and partnerships that highlight local talent and provide new platforms for artistic expression. The brand’s efforts align with its belief that creativity is a key driver of development and support Egypt’s national vision for knowledge and innovation.

IQOS Strengthens Support for Local Art and Creativity in Egypt

IQOS is actively contributing to the development of Egypt’s creative industry by supporting local artists and designers through initiatives that merge art, innovation, and technology. These efforts aim to empower Egyptian creatives by offering new spaces for experimentation and cultural expression.

This approach reflects IQOS’s broader commitment to fostering creative industries in Egypt and promoting contemporary artistic identity.

Collaboration with Egyptian Artist Mohamed Talaia

As part of its ongoing cultural initiatives, IQOS collaborated with Egyptian artist and designer Mohamed Talaia to deliver a modern artistic experience that integrates creativity with technology.

The collaboration resulted in the launch of a limited-edition IQOS collection, featuring designs inspired by artistic concepts that embody innovation and contemporary aesthetics. The collection showcases bold visual elements, refined detailing, and carefully selected materials designed to create a distinctive visual experience.

Statement by Artist Mohamed Talaia

Artist Mohamed Talaia expressed his pride in the collaboration, stating:

“I am very proud of this collaboration, which gave me real space for experimentation and the opportunity to transform my ideas into a complete visual experience reflecting my artistic vision. I see art not just as a form, but as an emotion that can be felt through details, materials, and textures. I wanted the work to reflect my identity as an Egyptian artist while expressing a contemporary spirit that combines authenticity and innovation.”

PMI’s Vision for Creativity and Sustainable Development

Jonathan Kwan, Smoke-Free Products Director for Egypt & Levant at Philip Morris International (PMI), commented:

“We believe that supporting local talent and investing in creativity are fundamental pillars of sustainable development, in line with Egypt’s Vision 2030. Through our collaboration with Mohamed Talaia, we aim to empower creative expression and support works that reflect Egyptian cultural identity, helping open new horizons for cultural industries.”

He added:

“PMI continues to accelerate its transformation toward a smoke-free future and develops scientifically substantiated products that offer a different approach aimed at reducing exposure to harmful substances compared to cigarettes.”

Heated Tobacco Technology Explained

IQOS uses Heated Tobacco Technology, which differs significantly from traditional smoking methods.

• Cigarettes burn tobacco at temperatures of up to 800°C
• IQOS heats tobacco at lower temperatures, producing an aerosol instead of smoke

Scientific assessments suggest that this process produces lower levels of harmful chemicals compared to cigarette smoke. However, it is important to note that IQOS is not risk-free.