IQOS joins Madrid's art and design month with IQOS GAME CHANGER (R)EVOLUTION

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March 21, 2025

In March 2025, IQOS launched its "GAME CHANGER (R)EVOLUTION" campaign at the ninth edition of UVNT Art Fair in Matadero Madrid, celebrating over a decade of innovation during the city's key art and design month.

The exhibition, described as an "IQOS museum," traced the brand's technological and design evolution since its 2014 launch, showcasing iconic devices and limited editions, including the recent collaboration with Steve Aoki. Visitors explored how IQOS revolutionized tobacco consumption by heating rather than burning it, offering adult smokers a better alternative that emits 95% fewer harmful chemicals compared to cigarettes (while not risk-free and delivering addictive nicotine).

The display later moved to IQOS boutiques in Madrid's Serrano district until mid-April, and subsequently to Barcelona, Seville, and Valencia, merging art, science, and elegant design.

Aligning with the "Game Changers" initiative honoring rule-breaking creators in fields like music, fashion, and art, the campaign highlighted IQOS's transformative impact, with over 30 million users worldwide embracing change.

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