Dubai-Based Charlotte de Belle’s Art Installation Marks The Iqos UAE Launch Of Electric Purple
Dubai-based French artist Charlotte de Belle has translated her creativity into light, texture and motion that nods to the brand’s latest smoke-free launch
When IQOS decided to mark the regional launch of its Electric Purple device in the UAE, it did not go the conventional route. Instead, it handed the moment to an artist.
Charlotte de Belle, French born and Dubai based since 2007, created a multi-sensory installation built around a single idea. Curiosity is where everything begins. Walk into the space and you are met with shifting light, layered texture and movement that changes depending on where you stand. A singular purple line runs through it all, a thread of clarity through what de Belle calls a cosmic void. It is the kind of experience that is difficult to describe and very easy to feel.
The installation is not incidental to the Electric Purple launch. It is the launch. IQOS has consistently used art and cultural collaboration as the primary way it connects with its audience in this region, and this activation sits within that same thinking. The UAE has been a key market for the brand since 2019, and over the years it has built a genuine presence here, not just commercially but creatively.
Previous collaborations in the region include Dubai-based artist Kris Balerite, whose installation The Thread looked at unity and cultural connection, Saudi calligraffiti artist Ahmed Al-Sulaimani and Kuwaiti artist Abrar Zenkawi. Globally, IQOS partnered with design house Seletti, bringing that collaboration to Dubai Design Week 2025. The Charlotte de Belle installation is the latest chapter in a longer creative story the brand has been writing across the region.
De Belle has spent nearly two decades building a practice in Dubai that is genuinely shaped by the city around her. This installation feels like a direct expression of that and of what the UAE has become as a cultural destination.
Electric Purple is the newest addition to the IQOS smoke-free portfolio and the way it arrived in this market says a great deal about how the brand understands its audience here. Not through noise, but through something worth actually experiencing.
Lead Image Courtesy of Instagram /@charlottedebelle