IQOS fused art, music & product in a cultural platform with artists Irina Rimes & Roman Tolici. Limited-edition devices became lifestyle must-haves, engaging fans online & offline.
IQOS wanted to connect with urban, digital-native audiences by moving beyond standard artist endorsements and into authentic cultural curation. The ambition: to launch the new global brand platform Forever Curious under the local expression Enjoy the Unexpected, integrating product and culture. The goal was to democratize art, often seen as elitist, by merging it with music, while placing the limited-edition devices at the heart of the experience. For this generation, products must feel personalized, creative, and become fashion or cultural statements. IQOS responded with devices signed by both artists, turning them into lifestyle must-haves.
Desired impact: strengthen relevance among targeted audiences, inspire UGC participation, and generate brand desirability. After the campaign, participants were expected to associate IQOS with artistic freedom and perceive the device not only as technology, but as a creative, collectible object.
The concept “Enjoy the Unexpected” gave two leading artists total freedom to blend their universes: Irina Rimes’ music and Roman Tolici’s visual art. The innovation came from turning a one-off collaboration into a multi-layered cultural platform: two original songs, two original paintings, a music video, concerts, limited-edition devices, and co-creation challenges. Art became participatory: fans voted, rewrote lyrics, designed merch, and contributed footage for the video. The limited-edition IQOS devices were both product and artwork — a lifestyle object and cultural statement. The brand shifted from sponsor to cultural enabler, creating a playground of creativity for artists and fans. Bold, curiosity-driven, and rooted in product design, the project pioneered a new way for brands to empower authentic collaboration and inspired the development of other campaigns in IQOS markets.
