Curiosity, rendered in motion
A design-driven collaboration between IQOS and visual artist Isabel Santos turns a Makati launch into an immersive, social space anchored on art, customization, and contemporary culture
Published Mar 18, 2026 08:31 am
There are brand launches that follow a script, and then there are those that feel like a gathering with friends. The recent IQOS collaboration with Filipino visual artist Isabel Santos is the latter.
Held at RCBC Plaza in Makati last February, the launch of “Curiosity Without Limits” unfolded in a fluid, open space. The event I attended stood out not only for its visual spectacle, but for its atmosphere. It was easygoing, layered with conversation, and grounded in a shared familiarity among media colleagues and industry friends. It felt like an intersection of work and leisure, where art became a natural point of return between exchanges.
The collaboration itself is positioned as a design-led project by PMFTC Inc., the Philippine affiliate of Philip Morris International, bringing together product innovation and contemporary art. The result is a limited-edition series that translates Isabel’s visual language, known for its fluid motion and layered color compositions, into IQOS devices and a range of accessories.
Inside the venue, RCBC Plaza briefly shed its corporate identity. The space was reworked into an immersive gallery, where Isabel’s works moved across digital screens, installations, and physical objects. Her signature palette, often anchored in blues and teals with bursts of warmth, extended onto hand-painted devices, tote bags, pouches, luggage tags, and magnetic snap wallets.
The evening centered on interaction and display. Guests moved between stations, including areas where devices could be customized with exclusive designs, and digital installations that responded to movement. It shifted the experience from passive viewing to participation, aligning with the collaboration’s emphasis on personalization.
Isabel unveiled a new artwork during the program, later signing the piece to mark the partnership.
Beyond the launch, the collaboration extends into retail. Limited-edition pieces and device personalization services are available in select IQOS boutiques, including locations in Bonifacio Global City, SM Mall of Asia, and Glorietta, as well as participating stores nationwide for a limited period.
IQOS has framed the initiative as part of its broader direction toward design and experiential engagement, positioning its devices not only as technology, but as objects shaped by collaboration.
