An exploration of cultural references and artistic expression through the intersection of human creativity, artificial intelligence and interactive technology.

Making its regional debut, CURIOUS STUDIO presents an immersive experience launching the limited edition of BEYOND. Bringing together artists Karrouhat, HiFi, Cheb Moha and Abrar Zenkawi, alongside international curators, the experience draws on cultural references including Arabic embroidery, traditional musical structures and Arabesque geometry.

Through a combination of human creativity and AI, CURIOUS STUDIO explores how these distinct artistic practices can be reinterpreted through technology and visitor interaction, revealing new connections between culture, design and digital expression.

About IQOS and OUCHHH
IQOS and OUCHHH Collective present CURIOUS STUDIO, a global platform inspired by the transformative power of human curiosity. CURIOUS STUDIO begins with a simple yet powerful belief: no creation emerges from a single source. Every idea is shaped by a constellation of influences, people, places, gestures, instincts, memories, and emotions, each leaving its trace long before the final form comes into view.