IQOS, in collaboration with Vogue Arabia and with the participation of Italian design house SELETTI, has announced the five finalists of its prestigious Creators of Craft Design Challenge. Highlighting the depth of creative talent in the country, two Lebanese designers—calligraphy artist and art director Marc Keyrouz and Beirut-based architectural practice Elie Khoury—have advanced to the final stage alongside top emerging designers from the UAE and Egypt.
The finalists will travel to Dubai in November 2026 to present their physical prototypes, with the winner announced at the inaugural Vogue Arabia Ball: Art Edition. The winner will receive a commissioned collaboration opportunity with IQOS, a paid trip to Milan, a Vogue Arabia print feature and access to exclusive masterclasses curated by the judges.
Launched in December 2025, the Creators of Craft Design Challenge invited designers from Lebanon, the UAE, Saudi Arabia, Kuwait, and Egypt to create a unique accessory for the IQOS device. Spanning fashion, product design, jewellery, and architecture, the initiative celebrates the intersection of art, technology, and heritage, challenging participants to reimagine traditional craftsmanship through a modern lens.
Out of submissions from across the Middle East, the Lebanese finalists distinguished themselves with original concepts rooted in ancient scripts and local material heritage:
Underscoring the regional scale of the competition, the two Lebanese finalists are joined in the final stage by three fellow designers from across the Middle East: Fabi Faisal and Razan Basim from the United Arab Emirates, and Youssef Mohammed Karam Hussein from Egypt.
The finalists' work will be evaluated by a judging panel comprised of a range of experts in their fields, including: Manuel Arnaut, Head of Editorial Content at Vogue Arabia; Yan Marois, Vice-President Global Brands at Philip Morris International; Stefano Seletti, Founder and Creative Director of SELETTI; Nadine Kanso, Founder and Creative Director of Bil Arabi, and Natasha Carella, Director of Dubai Design Week.
Amr Taha, General Manager, Philip Morris Lebanon, commented: “Lebanon has long been a vibrant hub for design and innovation, and seeing two Lebanese talents advance to the final stage of Creators of Craft is a true testament to the exceptional calibre of our creative community. Providing platforms like this is essential to giving local artists the space to put their ideas into practice, hone their craft, and shine on both regional and international stages. This challenge is part of our ongoing journey and long-term commitment to championing local creators—offering them the visibility, mentorship, and opportunities needed to elevate Lebanese heritage and design to a global audience.”
Creators of Craft aims to support the regional design community by creating opportunities for emerging talent to gain international visibility and connect with established figures in the creative industry. Through its collaboration with Vogue Arabia and with the participation of SELETTI, IQOS seeks to encourage cultural exchange and provide a platform for designers from the Middle East to showcase their creativity on a global stage.
