At Dubai Design Week 2026 taking place from November 3rd to 8th, IQOS, the number 1 tobacco heating system, 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 which resulted in an IQOS limited-edition collection reflecting a strong spirit of innovation.
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