IQOS Unveils A New Brand Collaboration With Dubai Based Artist
IQOS Boutique has unveiled a new immersive art installation in collaboration with Dubai-based French artist Charlotte de Belle, marking the launch of the IQOS ILUMA i Electric Purplewhile further strengthening its product portfolio in the UAE.
Based on the idea that curiosity is the beginning of discovery, the installation, created by de Belle, translates this concept into a physicalexperience where light, texture, and motion reveal new perspectives with every step. The work invites a state of “focused wandering”, encouraging viewers to open their minds to explore new perspectives.
Charlotte De Belle is a French artist based in Dubai who sculpts with light. Founder of Vertical Design DXB, her installations blur art, architecture, and technology — evolving as people move through them. Having lived and worked in Dubai since 2007, her work is shaped by the city’s evolving creative landscape, with large-scale installations presented across platforms including Art Dubai and the Bluewaters Art Festival. A frequent exhibitor at Dubai Design Week, de Belle continues to contribute to the UAE’s growing cultural dialogue, with this installation reflecting both her practice and the country’s spirit of exploration and innovation.
The installation positions curiosity and light as symbols of exploration and progress, closely aligned with IQOS’s innovativespirit.
Richa Rustagi, Managing Director, PMI Lower Gulf, Kuwait & Iraq, said: “The UAE continues to be a key market for PMI, where PMI smoke-free products have built a strong and sustained presence over the years. In line with long term vision, PMI remains committed to the preferences of adult consumers. The launch of IQOS ILUMA i Electric Purple by the authorised distributor in the UAE reflects the continued focus on offering differentiated, smoke-free alternatives, while these collaborations reflect the innovative spirit of IQOS for adult consumers in more meaningful and relevant ways.”
Fulya Yalcin, Director of Smoke-Free Products Middle East, added: “Across the region, we are seeing a growing shift toward experiences that are immersive, expressive, and community-driven. This collaboration reflects that momentum, bringing together art and innovation in a way that invites exploration, while reinforcing the commitment to a smoke-free future, supported by a growing ecosystem of products and experiences designed around adult consumer preferences.”
The collaboration builds on IQOS’s ongoing engagement with creative communities across the region, reflecting its continued focus on partnering with artists who are innovative and forward looking. In the UAE, the brand has previously collaborated with Dubai-based artist Kris Balerite, whose installation The Thread explored themes of unity and connection through contemporary interpretations of traditional design. Globally, IQOS has also partnered with leading design house Seletti, bringing this collaboration to Dubai Design Week 2025 through a multi-disciplinary experience that combined art, technology, and community engagement.