IQOS Launches Artistic Collaboration with Dubai-Based Artist Charlotte de Belle
IQOS has unveiled a new brand collaboration with Dubai-based French artist Charlotte de Belle, marking the launch of the IQOS ILUMA i Electric Purple in the United Arab Emirates.
The announcement was made at an immersive installation hosted at an IQOS boutique in Dubai, reflecting the brand’s continued push toward smoke-free innovation and creative engagement within the region.
The installation, conceptualised by de Belle, is built around the theme of curiosity as a catalyst for discovery. Using light, texture, and motion, the artwork creates an evolving, multi-sensory experience that shifts as visitors move through the space, encouraging what the artist describes as “focused wandering” and exploration of new perspectives.
De Belle, founder of Vertical Design DXB, is known for her large-scale installations that blend art, architecture, and technology. Her work has been featured at prominent platforms such as Art Dubai, Bluewaters Art Festival, and Dubai Design Week, contributing to the UAE’s evolving creative landscape.
The installation aligns with IQOS’s positioning around innovation and exploration, using visual storytelling to reflect progress and transformation.
Richa Rustagi, Managing Director for PMI Lower Gulf, Kuwait and Iraq, said the UAE remains a key market for the brand, with growing adoption of smoke-free alternatives among adult consumers. She noted that the launch of the new device and creative collaborations underscores the company’s commitment to delivering differentiated experiences.
Fulya Yalcin, Director of Smoke-Free Products Middle East, added that the collaboration reflects a broader regional shift toward immersive and community-driven experiences, combining art and technology to engage audiences in new ways.
The initiative builds on IQOS’s ongoing partnerships with creative talent in the region. Previous collaborations include work with Dubai-based artist Kris Balerite, as well as global partnerships with design house Seletti, including a showcase at Dubai Design Week 2025.
The latest collaboration reinforces IQOS’s strategy of integrating art, innovation, and consumer experience, while continuing to expand its presence in the UAE market.
