From Global Inspiration to Local Expression: IQOS X GaReggin

At IQOS, creativity and curiosity are at the center of every collaboration. Working with GaReggin, the official IQOS collaborator in Armenia, brings this vision to life, turning inspiration into designs that blend culture and new perspectives.

On October 25, IQOS and Seletti hosted Sensorium Worlds, which is one of the biggest creative events where art, technology, and new experiences come together. The event gathered 20 artists from different countries and attracted 5,000 visitors looking for something new and inspiring. GaReggin’s installation, as one of the artworks, became a highlight, inviting people not just to look at art, but to feel and connect with it. It reflected IQOS’s passion for new ideas, curiosity, and experiences that go beyond the ordinary.

The path to Sensorium Worlds started earlier this year at Milan Design Week, one of the world’s biggest stages for design and new ideas. There, GaReggin’s initial introduction with Seletti and the international artists took place, marking the beginning of something special.

Afterwards, in June, GaReggin joined the Seletti Workshop, a creative space that brought together the 20 artists from across the globe, specifically selected by Seletti himself. Under Seletti’s artistic guidance, he developed new ideas that would later become his main artwork presented at Sensorium Worlds.

While the collaboration grew internationally, the connection to the local creative community remained an essential part of the journey. In October, IQOS was present in Yerevan Fashion Week 2025 with its Q Space zone, welcoming legal-age users in a modern setup. During the event, the new GaReggin for IQOS limited accessories collection was revealed, showcasing bold artistic details and original design. The week ended with a closing runway show, where IQOS collaborators Gayane Gevorgyan (Styled by Gaia) and GaReggin, united fashion and visual art creating two unique outfits.

The next step forward was Dubai Design Week - a creative continuation of Sensorium Worlds, where GaReggin brought the same energy and inspiration, as well as connected with new audiences.

Every city leaves GaReggin with new inspiration that he brings home, transforming experiences into art for IQOS devices and accessories. This ongoing collaboration reminds that curiosity is not a destination but a journey that always leads to something new.