IQOS Supports Creative Talent in the Middle East through the «Creators of Craft» challenge and Cairo Design Week activities

Mustafa Eid, Cairo, Nov 26:

IQOS, one of the leading brands of smoke-free products, is partnering with Vogue Arabia and the Italian design house Seletti; to launch the “Creators of Craft” Design Challenge, an innovative initiative aims to empower and inspire designers in the Middle East to create a modern accessory for the IQOS device that reflects the spirit of local craftsmanship from a contemporary and innovative perspective.

This challenge offers a unique platform that combines technology, art, and design, to encourage designers to express their cultural and creative identity through designs that blend authenticity with modernity. The challenge is open to designers over the age of 25 from Egypt, Lebanon, the United Arab Emirates, Saudi Arabia, and Kuwait, allowing them to submit their sketches and design rationales through the dedicated platform until 7 January 2026.

Following the submission period, the judging panel will review the entries to select five finalists in January 2026. The panel includes Manuel Arnaut, Editor-in-Chief of Vogue Arabia; Yan Marois, Vice President for Brand Design & Creative at Philip Morris International; Stefano Seletti, Founder and Creative Director of Seletti; and Nadine Kanso, Founder and Creative Director of Bil Arabi.

Each of the five finalists will receive a grant of USD 5,000 to develop a prototype of their design, which will later be presented to the judging panel in Dubai in April 2026, giving them the opportunity to transform their ideas into innovative and tangible designs.
The Creators of Craft Design Challenge finalist will be announced during a special event at Art Dubai in April 2026. The finalist will have the opportunity to design an exclusive piece commissioned by IQOS, in addition to an all-expenses-paid trip to attend Milan Design Week and an exclusive feature in the print edition of Vogue Arabia.

The finalist will also have the opportunity to attend exclusive workshops and masterclasses organized by Vogue Arabia, featuring leading experts including Nadine Kanso and Stefano Seletti from SELETTI.
This Creators of Craft Design Challenge serves as a bridge for cultural collaboration between the Middle East and the world, bringing together prominent names such as Vogue Arabia, SELETTI, and IQOS in an initiative that celebrates craftsmanship and innovation and fosters dialogue between technology and art. The challenge aims to empower the regional design community and enhance the presence of Arab creativity on the global stage through designs that express the region’s identity with a contemporary spirit.

Furthering its role in supporting the local creative community and empowering designers in the Middle East, IQOS will be present during the “Cairo Design Week” from 22-29 November, through an interactive space in partnership with Tamara Haus and Alchemy Experience. This participation aims to showcase the latest IQOS innovations and connect technology with culture and creativity, in addition to strengthening the presence of local designers on a live platform before the public and the creative community, reflecting the brand’s vision of integrating art and modern design with technological innovation.

Cairo Design Week is an annual design festival held in Cairo to showcase Egyptian and international creativity in industrial design, fashion, architecture, and visual arts. It will be held from November 20 to 29, 2025. The festival includes workshops, lectures, and panel discussions that bring together international and local experts.
The festival also provides a platform for Egyptian designers, particularly youth, to present their work to international companies and institutions, and concludes with the presentation of design awards to honor the most outstanding contributions.
For participation in the Creators of Craft Challenge, visit: https://www.voguearabia.com/sponsored/article/creatorsofcraft

Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch and e-vapor products. Our smoke-free products are available for sale in 100 markets, and as of June 30, 2025 PMI estimates they were used by over 41 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption.

The smoke-free business accounted for 41% of PMI’s first-nine months 2025 total net revenues. Since 2008, PMI has invested over $14 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. Following a robust science-based review, the U.S.

Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables – the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and aims to enhance life through the delivery of seamless health experiences. References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries. For more information, please visit http://www.pmi.com and http://www.pmiscience.com.

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