### Celebrating Moroccan Craftsmanship with IQOS
IQOS is proud to announce a series of workshops dedicated to Moroccan craftsmanship, showcasing the rich tapestry of local heritage that makes this North African nation unique. These immersive events will take place every weekend starting March 8 at the Morocco Mall store, presenting an exceptional opportunity for the public to engage with traditional Moroccan skills. In collaboration with renowned artisans, the workshops will emphasize the importance of cultural preservation while also allowing for the customization of unique objects. As Anna Quintanilla, Director of Smoke-Free Products at PMI Maghreb, notes, “Attention to detail and a passion for excellence are the ingredients behind the success of Moroccan craftsmanship. IQOS shares the same values.”
### An Immersive Experience in Craftsmanship
The workshops organized by IQOS offer participants a hands-on experience to discover and appreciate ancestral know-how that has been passed down through generations. Activities will include the customization of traditional tunics and the creation of babouche (Moroccan slippers), among other crafts. Attendees will also have the chance to explore calligraphy and Moroccan zellige, the intricate art of mosaic tilework. This focus on traditional Moroccan skills creates a bridge between the past and present, enhancing the overall experience and allowing participants to connect with the cultural roots of Morocco.
### A Unique Opportunity to Personalize
Customization workshops in Morocco have become increasingly popular as individuals seek to express their identity through art and design. IQOS’s initiative invites attendees to personalize items during the sessions, blending modern designs with traditional craftsmanship techniques. This unique approach not only highlights the creativity of Moroccan artisans but also encourages workshop participants to embrace their individuality. As they create their personalized masterpieces, they contribute to the broader narrative of celebrating Moroccan heritage in a contemporary context.
### PMI’s Commitment to a Smoke-Free Future
The workshops are part of a larger vision by PMI, the parent company of IQOS, which continues to invest in smoke-free and nicotine products as part of its mission to provide healthier alternatives to traditional cigarettes. With the acquisition of Swedish Match, a leader in oral nicotine products, PMI aims to replace conventional smoking habits with innovative solutions like IQOS and ZYN. Having gained FDA approval, PMI’s smoke-free products are now available in 95 markets worldwide, marking a significant shift in the conversation around tobacco use.
### Join IQOS in Embracing Heritage
As the Moroccan craftsmanship workshops get underway, the collaboration between IQOS and local artisans represents a commitment to embedding local culture in innovative experiences. By participating in these events, attendees can celebrate the richness of Moroccan cultural heritage while also engaging in a transformative smoke-free experience in Morocco. This initiative not only underscores the value of traditional crafts but also introduces a modern twist that resonates with today’s audiences, fostering a deeper appreciation for the skills and artistry that define Moroccan craftsmanship.
Frequently Asked Questions
What is the focus of IQOS Moroccan craftsmanship workshops?
IQOS Moroccan craftsmanship workshops celebrate Moroccan heritage by showcasing traditional skills. Participants can explore activities like tunic customization, babouche making, and Moroccan zellige art, blending tradition with modern creativity.
Where and when are the workshops held?
The workshops are held every weekend starting March 8 at the Morocco Mall store, in collaboration with renowned Moroccan artisans.
Can I customize items at these workshops?
Yes, attendees can customize various objects, making each experience unique and personalized through traditional Moroccan skills.
What is the mission behind these artisan events?
The workshops aim to provide an immersive smoke-free experience that highlights the richness of Moroccan cultural heritage while showcasing IQOS’s commitment to innovation and excellence.
