IQOS has announced the launch of the Creators of Craft Design Challenge, an ambitious new initiative created in partnership with Vogue Arabia and Italian design house SELETTI. The challenge invites designers from across the Middle East to reimagine craftsmanship through a contemporary lens by creating a unique accessory for the IQOS device.
Open to designers aged 25 and above from Egypt, Kuwait, Lebanon, Saudi Arabia, and the United Arab Emirates, the challenge aims to celebrate the region’s creative identity while offering participants a rare opportunity for mentorship, visibility, and international recognition. Designers from fashion, product design, jewelry, accessories, and multidisciplinary backgrounds are encouraged to apply, ensuring a wide and diverse creative spectrum.
At its core, Creators of Craft brings together technology, art, and design, offering a platform for creatives to express cultural heritage in modern, innovative ways. Participants are asked to submit sketches along with a design rationale through the official platform by January 31, 2026.
Following the submission period, a panel of leading global and regional creatives will select five finalists. The judging panel includes Manuel Arnaut, Head of Editorial Content at Vogue Arabia; Yan Marois, Vice President for Brand Design and Creative at Philip Morris International; Stefano Seletti, Founder and Creative Director of SELETTI; and Nadine Kanso, Founder and Creative Director of Bil Arabi. Together, they represent a balance of international design leadership and deep regional cultural insight.
Each finalist will receive a USD 5,000 grant to develop a prototype of their concept. These prototypes will be presented to the judging panel in Dubai in April 2026, allowing finalists to transform their ideas into tangible, fully realized designs under the guidance of world-class creative leaders.
The final winner will be announced during a special event at Art Dubai in April 2026. In addition to designing an exclusive commissioned piece for IQOS, the winner will receive an all-expenses-paid trip to Milan Design Week and an exclusive feature in the print edition of Vogue Arabia.
Finalists will also be invited to attend exclusive workshops and masterclasses organized by Vogue Arabia, with leading experts including Nadine Kanso and Stefano Seletti, offering rare insight into global and regional design practices.
Creators of Craft positions itself as a cultural bridge between the Middle East and the global design community. By bringing together Vogue Arabia, SELETTI, and IQOS, the initiative highlights the power of collaboration between heritage and innovation, and reinforces the growing presence of Arab creativity on the world stage.
For designers across the region, the challenge is more than a competition. It is an invitation to tell a story of identity, craftsmanship, and modern expression through design.
To participate in the Creators of Craft Design Challenge and submit your design, designers can apply through the official platform before January 31, 2026.
