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A day at SM Mall of Asia can involve a little wandering, a coffee detour, and the realization that the mall is bigger than you could ever imagine. But despite everything going on at the Entertainment Mall, the revamped IQOS store now has an installation by Filipino artist Leeroy New that gives visitors a reason to pause.
New is known for working with reclaimed materials and found objects, building installations that send familiar things into unfamiliar territory. For this collaboration, the reference point is local, with the waters of Manila Bay shaping the idea, and retired IQOS devices becoming the raw material. The piece raises an interesting question: how does an everyday object change when it is taken out of its usual context and seen as something else?
That spirit ties into “Curiosity in Motion,” the campaign idea behind the collaboration. The installation puts reinvention on display and gives the store a creative focal point, with a FilipinoFilipinoThe national language of the Philippines, widely used for communication, education, media, and culture.Go to Filipino Glossary artist’s practice shaping how visitors first encounter the space.
The redesigned boutique is intended as a multisensory retail environment for product discovery and personalized engagement. It is designed for existing IQOS users and legal-age nicotine users exploring the brand. The refreshed store opened on October 1, 2026, at the Entertainment Mall in SM Mall of Asia.
The setting makes sense for a work built around curiosity. MOA is a place where people drift between errands, meals, and whatever catches their eye along the way. Here, the art gives that wandering a local point of reference, drawing on Manila Bay and on objects that might otherwise have been discarded. It’s a small prompt to look twice in a place built for looking at everything.
Important safety information: This product is not risk-free and provides nicotine, which is addictive. For use only by legal-age nicotine users.
Frequently Asked Questions
The installation features new work by Filipino artist Leeroy New, known for creating installations using reclaimed materials and found objects.
Inspired by the waters of Manila Bay, the installation uses retired IQOS devices as raw materials. It is part of the “Curiosity in Motion” campaign, which explores reinvention and new perspectives on familiar objects.
The redesigned IQOS store opened on October 1, 2026, at the Entertainment Mall in SM Mall of Asia. It offers a multisensory retail environment focused on product discovery and personalized engagement.
