There are moments in history when someone decides to look beyond what everyone takes for granted. Change the course of what seems inevitable. In a society where many things are taken for granted because ‘that’s the way they’ve always been’, the brave find opportunities to create the extraordinary in the ordinary. D Game changer They are the people. People who not only accept challenges, but see them as starting points to build a different future. They are the ones who question traditional methods and replace them with ideas that seem impossible at first until someone turns them into reality. They change their environment, break the rules and in the process, inspire others to do the same.
But changing the rules wasn’t easy. Countering its resistance requires foresight, determination and courage status quo. From music and art to science and technology, Game changer They rewrote the narrative of their sector, proving that what seemed immovable could be changed forever. exactly like IQS It has changed the way we consume tobaccoOr as artist Miguel Caravaca does, with whom we spoke about reimagining the everyday through art.
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A revolution in the world of tobacco
In the tobacco industry, where the rules seemed written and immutable, IQS came to rewrite them. More than a tool, it’s a revolution. IQOS is a Game changer constantly, Changing the traditional way of consuming tobacco by heating the tobacco instead of burning it, provides an experience smoke free offers An alternative that produces 95% less harmful chemicals than traditional cigarettes* and does not produce tar** or that characteristic lingering smell.
This change isn’t just technological: it’s an act of innovation that seeks to redefine what it means to be an adult smoker. Every time someone chooses to switch to IQOS completely, they are making a better choice than continuing to smoke cigarettes***. It is a step forward, an invitation to embrace a different future. campaign IQS Game changer Like the brand, it celebrates those who dare to challenge the norm to create something revolutionary.
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According to research conducted by the brand, ‘70% of smokers who switch to IQOS quit cigarettes completely’****. It also offers an innovative experience with customizable devices and a wide variety of accessories That way, you can choose the one that best suits your style and the trends of each season, becoming a reality Game changer Time to enjoy smoke-free options.
In industry, IQOS joins renowned artist Miguel Caravaca, who performed at Serrano’s brand boutique event last Thursday, November 21. Caravaca’s work was presented on the same day and reflected the spirit of innovation that defines both the artist and the brand.
we were The pleasure of speaking with the talented artist Miguel Caravaca, one of the most fascinating figures in the contemporary art scene. Through his unique style and his constant search for innovation, he invites us to explore his philosophy as a creator and the challenges that inspire him to constantly reinvent himself.
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The Art of Karavaka: Beyond Tradition
What was the challenge that IQOS presented to you?
The challenge he proposed to me was to change the rules from scratch, starting from the format itself. I decided to abandon the traditional rectangular canvas and work with hexagons and methacrylate. This material, being transparent, offers many possibilities, as it allows you to play with the front and back of the work. Combining multiple hexagons, the structure is reminiscent of cathedral stained glass windows, which often depict Christmas scenes and have been a recurring theme in art history. In this way, I achieved a balance between classic and modern, reaching back to the past to create something more futuristic, innovative and disruptive.
A vision of IQOS is to be one Game changer. Do you consider yourself one of those who are willing to change the rules of the game and are constantly reinventing themselves?
I have always considered myself a game changer. Every day I go to the studio I try to change the rules, because repeating the same painting would be a mistake. This lack of innovation not only suits you, but annoys both the public and you. For me, reinventing myself is a constant and daily practice. It’s a process that, albeit slowly, allows me to avoid boredom and evolve as an artist. Ultimately, I believe change is what keeps you alive and relevant as a creator.
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What does the IQOS Challenge mean to you?
IQOS made me think it was a specialty for this challenge. They have collaborated with leading figures in fields such as fashion and music, and it was an honor to be chosen to work in the fields of art and painting. The challenge of creating a large-format work with five-meter-high glass in an iconic place like Serrano was exciting. It took me completely out of my comfort zone, but it was an incredible experience that I enjoyed from start to finish.
