{"id":107441,"date":"2025-08-21T21:56:34","date_gmt":"2025-08-22T03:56:34","guid":{"rendered":"https:\/\/zeromagazine.mx\/?p=107441"},"modified":"2025-08-21T21:56:36","modified_gmt":"2025-08-22T03:56:36","slug":"iqos-esteban-tamayo-colaboracion-edicion-especial","status":"publish","type":"post","link":"https:\/\/zeromagazine.mx\/index.php\/2025\/08\/21\/iqos-esteban-tamayo-colaboracion-edicion-especial\/","title":{"rendered":"IQOS x Esteban Tamayo"},"content":{"rendered":"

En un mundo donde la innovaci\u00f3n se encuentra con el dise\u00f1o, IQOS presenta su nueva edici\u00f3n especial en colaboraci\u00f3n con el dise\u00f1ador mexicano Esteban Tamayo. Una propuesta que no solo busca transformar la manera en que vivimos el consumo de nicotina, sino tambi\u00e9n reflejar la curiosidad, la creatividad y el estilo que marcan a una nueva generaci\u00f3n.<\/p>\n\n\n\n

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Para hablar sobre este proyecto, platicamos con Leonardo Alencar, Vicepresidente de Productos Sin Humo de Philip Morris M\u00e9xico; Jorge Calleja, Director de Marketing de Productos Sin Humo; y con el propio Esteban Tamayo, quien llev\u00f3 su visi\u00f3n art\u00edstica al ADN de la marca.<\/p>\n\n\n\n

La visi\u00f3n de Philip Morris M\u00e9xico<\/h2>\n\n\n\n

Leonardo Alencar:<\/p>\n\n\n\n

\u201cM\u00e9xico es uno de los mercados m\u00e1s importantes para PMI por su dimensi\u00f3n natural: alrededor de 17 millones de personas han tomado la decisi\u00f3n de fumar en alg\u00fan momento. Nuestra visi\u00f3n es transformar a esas personas hacia productos alternativos libres de humo. Ese es el objetivo global de la compa\u00f1\u00eda: que los cigarrillos, eventualmente, terminen en un museo.<\/p>\n\n\n\n

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En Jap\u00f3n, por ejemplo, m\u00e1s del 40% de fumadores ya usan productos libres de humo, mientras que en M\u00e9xico estamos en 7% en Ciudad de M\u00e9xico. El reto es grande, pero sabemos que es cuesti\u00f3n de tiempo, creatividad y de conectar con el consumidor.<\/p>\n\n\n\n

Nuestra campa\u00f1a Forever Curious busca que la gente se cuestione sus rituales diarios y vea que existen alternativas. Esa misma curiosidad es la que encontramos en Esteban Tamayo, y por eso la colaboraci\u00f3n fue tan org\u00e1nica: se trata de conectar el placer con el dise\u00f1o, con la m\u00fasica, con la cultura.<\/p>\n\n\n\n

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Si bien somos una marca global, creemos que es vital aterrizar en la cultura mexicana. Trabajar con creativos brillantes como Esteban nos permite demostrar que entendemos las necesidades locales y que queremos ser parte de esta transformaci\u00f3n. No solo se trata de tecnolog\u00eda, sino de cercan\u00eda emocional con el consumidor.\u201d<\/p>\n\n\n\n

El papel del dise\u00f1o de Esteban Tamayo en la transformaci\u00f3n<\/h2>\n\n\n\n

Esteban Tamayo:<\/p>\n\n\n\n

\u201cYo ve\u00eda a IQOS como una marca de transici\u00f3n, un s\u00edmbolo de cambio social. Igual que en la moda, cuando pasas de los pantalones skinny a los anchos, o de la sastrer\u00eda a la ropa c\u00f3moda. Quise analizar qu\u00e9 hab\u00eda antes y c\u00f3mo aportar, desde lo creativo, a definir qui\u00e9n es el usuario de IQOS, c\u00f3mo vive y c\u00f3mo se refleja en la sociedad.<\/p>\n\n\n\n

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Me inspir\u00e9 en el lenguaje de los \u00f3valos, en los reflejos met\u00e1licos y en el color turquesa de la marca. Eso me permiti\u00f3 crear piezas que conectaran con la est\u00e9tica de IQOS sin necesidad de poner el logo. La colecci\u00f3n incluye prendas y una mesa de dise\u00f1o, porque para m\u00ed la moda va m\u00e1s all\u00e1 de la ropa: es estilo de vida, es c\u00f3mo te ven y c\u00f3mo te proyectas.<\/p>\n\n\n\n

Lo que m\u00e1s me gust\u00f3 de este proyecto es que tuve libertad creativa. Normalmente, en corporativos grandes las ideas se diluyen, pero aqu\u00ed fue distinto: me dieron la confianza de pensar en grande. Incluso Jorge me ret\u00f3 a dise\u00f1ar como si fuera una pieza de portada de revista. Eso me abri\u00f3 la puerta a crear con m\u00e1s fuerza y visi\u00f3n.\u201d<\/p>\n\n\n\n

<\/figure>\n\n\n\n

El valor de la colaboraci\u00f3n<\/h2>\n\n\n\n

Jorge Calleja:<\/p>\n\n\n\n

\u201cTrabajar con creativos como Esteban nos reta tambi\u00e9n a nosotros como marca. Cuando juntas un prop\u00f3sito com\u00fan, las cosas fluyen y el resultado trasciende m\u00e1s all\u00e1 del producto. No buscamos solo estar en las manos de los consumidores, sino dejar una huella en la sociedad.<\/p>\n\n\n\n

Lo m\u00e1s valioso fue que esta colaboraci\u00f3n refleja perfectamente lo que queremos con IQOS: ser parte de la cultura mexicana, inspirar curiosidad y demostrar que el dise\u00f1o puede transformar experiencias cotidianas.\u201d<\/p>\n\n\n\n

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\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

M\u00e1s que una edici\u00f3n limitada, la colaboraci\u00f3n entre IQOS y Esteban Tamayo es una invitaci\u00f3n a cuestionar, transformar y redescubrir lo que significa el dise\u00f1o en nuestra vida diaria. Una muestra de que cuando la curiosidad se encuentra con la innovaci\u00f3n, el resultado es atemporal.<\/p>\n\n\n\n

<\/p>\n \n

\n <\/div>\n","protected":false},"excerpt":{"rendered":"

En un mundo donde la innovaci\u00f3n se encuentra con el dise\u00f1o, IQOS presenta su nueva edici\u00f3n especial en colaboraci\u00f3n con el dise\u00f1ador mexicano Esteban Tamayo. Una propuesta que no solo busca transformar la manera en que vivimos el consumo de nicotina, sino tambi\u00e9n reflejar la curiosidad, la creatividad y el estilo que marcan a una […]<\/p>\n","protected":false},"author":4,"featured_media":107430,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[67],"tags":[],"class_list":["post-107441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-moda","has-post-title","has-post-date","has-post-category","has-post-tag","has-post-comment","has-post-author",""],"yoast_head":"\nIQOS x Esteban Tamayo - Zero Magazine<\/title>\n<meta name=\"description\" content=\"IQOS se une al dise\u00f1ador Esteban Tamayo en una edici\u00f3n especial que mezcla innovaci\u00f3n, dise\u00f1o y estilo de vida en M\u00e9xico.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zeromagazine.mx\/index.php\/2025\/08\/21\/iqos-esteban-tamayo-colaboracion-edicion-especial\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IQOS x Esteban Tamayo - 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