IQOS CAFÉ X EAST CREMA COFFEE

6th-9th March 2025

For the first time IQOS, the device for adult smokers that heats up tobacco instead of burning it, joins the Art Week celebration from UVNT Art Fair. Both share the ‘Game Changer’ spirit, seeking to break with the established and looking at things differently for the better. In the futuristic space ‘IQOS Café x East Crema Coffee’, visitors can enjoy a break and learn more about the device. As part of this installation, the artist Sanz i Vila will design a limited edition of glasses for the cafeteria. Next to the IQOS Café will be the ‘IQOS Museum’, with an exhibition of the brand's most iconic technological milestones and models since its global launch in 2014. The experience extends to the ‘IQOS Terrace’, an outdoor space to unwind.

About IQOS GAME CHANGERS

Seeing things differently, moving forward and helping us move forward, is what defines Game Changers like IQOS, which has changed the rules of the game by transforming the way tobacco is consumed, moving from burning to heating it and betting on a smoke-free future. In March, IQOS GAME CHANGER (R)EVOLUTION arrives at UVNT Art Fair, an exhibition that traces the history of the brand and its exclusive editions, with celebrations also taking place in boutiques in Madrid, Barcelona and Seville. With more than $12.5 billion invested in scientific research, IQOS has transformed the market since its launch in 2014 in Japan and Italy. Today, it is available in more than 70 countries, marking an industry milestone and reaffirming its commitment to a smoke-free future.

Sanz i Vila

Graduate in Fine Arts from the Miguel Hernández University, having completed part of his degree at the Complutense University of Madrid with a Séneca scholarship. After graduating, he completed a Master's Degree in Teacher Training and a Master's Degree in Art History Research.

During this stage he works on engravings and oil paintings inspired by pop art and figuration, he evolves technically and specialises in the use of silkscreen printing, painting and mainly drawing and illustration. He shows his works in collective exhibitions and makes his first works related to illustration and graphic design for companies and individuals.

In 2013 he finished his studies and began to work in what is currently considered his personal style, a work based on the predominant and exclusive use of only three colours (pink, blue and yellow) uninterruptedly going through different styles and techniques, but mainly focused on pop art and the use of pencils, inks and acrylics. His work has been exhibited permanently in galleries such as Mad is mad and Gunter Gallery.