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Lebanese creativity continues to shine on the international stage, reaffirming its strong presence across premier global art and design forums. This presence is spotlighted once again at Dubai Design Week 2026, with Lebanese designer Jad Soda participating in the global launch of CURIOUS STUDIO. This unique project brings together IQOS and OUCHHH Collective—a global pioneer in new media and digital arts—delivering an innovative experience that seamlessly blends art, technology, and human curiosity.
Lebanese fashion designer Jad Soda, son of the late designer Basil Soda, , is one of 14 creators selected from around the world to shape the inaugural chapter of this global initiative. Through this collaboration, Jad Soda brings a distinct creative vision inspired by his Lebanese identity and his family’s design heritage to an experience exploring the intersection of art, human curiosity, and technology. Transcending geographical and cultural boundaries, the initiative presents work that engages the senses and opens new horizons for creative expression.
Hosted at the Dubai Design District, CURIOUS STUDIO offers visitors a significant opportunity to take part in a collaborative creative process that has traditionally been reserved for a select few. The experience seeks to redefine the relationship between the audience and the artwork by transforming visitors from passive observers into active contributors shaping the creative journey.
Marking a major milestone in the evolution of this initiative, Dubai hosts the global premiere of the limited-edition IQOS ILUMA i BEYOND, which serves as the symbolic entry point into the world of CURIOUS STUDIO. Far more than a uniquely designed device, it represents a gateway to a year-long creative journey beginning at Dubai Design Week 2026 and concluding at Milan Design Week 2027. This journey aims to provide adult consumers worldwide with the opportunity to actively participate in an ongoing creative dialogue exploring the role of curiosity and human interaction in shaping new ideas and experiences.
CURIOUS STUDIO is built on the firm belief that no idea stems from a single source; rather, it is born from the convergence of a vast network of people, places, and shared human instinct—elements that leave their distinct mark long before the final artistic form takes shape. By uniting global talents, advanced technology, and interactive experiences, the project seeks to unlock new possibilities for co-creation and highlight art’s power to build meaningful bridges between diverse cultures and communities.
The CURIOUS STUDIO exhibition is a collaboration between IQOS and OUCHHH collective and will be held from November 3 to 8, 2026, welcoming visitors daily.