IQOS and OUCHHH Collective launch CURIOUS STUDIO at Dubai Design Week

IQOS and the OUCHHH Collective have announced the launch of ‘CURIOUS STUDIO’, a global initiative exploring the intersection of art, technology, and human curiosity. The project will debut during Dubai Design Week, held from November 3 to 8, 2026.

The initiative features fourteen international collaborators, including Egyptian artist and designer Mohamed Talaia. The project aims to transform creativity from a passive observation into a collective experience, with the journey continuing toward Milan Design Week 2027.

During the Dubai debut, the IQOS ILUMA i BEYOND will receive its global premiere. The collaboration seeks to use OUCHHH’s technology to reveal hidden patterns connecting the diverse creative contributions of the participants.