From IQOS Boutique Walls to Design Festival Halls

IQOS is bringing its "Curiosity Studio" concept to the Bucharest Design Festival, extending its brand presence beyond its boutique walls into a dialogue about urban culture. The initiative transforms retail spaces into exhibitions that explore the reciprocal influence between locations, individuals, and creativity.

The project invites the public to view urban environments not merely as backdrops but as sources of inspiration and untold stories. This concept began with the launch of IQOS's new generation boutiques in late 2023, which were designed as community hubs featuring artistic interventions by local creatives.

Each artwork is deeply connected to its city, delving into the "genius loci" and the subjective experiences that shape urban identity. Artists like Bianca Bideac, whose work is featured for Brașov, express how the project shifted their perspective. "I think I realized that art doesn't belong 100% only in galleries," Bideac commented, adding, "I think it would be nice to find it everywhere."

The exhibition at BDF, titled "From IQOS Boutique Walls to Design Festival Halls," consolidates these artistic contributions. It showcases illustrations from "Curiosity Studio" by 10 artists across 8 Romanian cities, designed by I.O.G. Arhitectura. The exhibition functions as a visual map of Romania's dynamic creative scene, presenting local perspectives as a cohesive narrative of contemporary design.

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I think I realized that art doesn't belong 100% only in galleries. I think it would be nice to find it everywhere.