Artist Lauro Samblás and IQOS Redefine Canarian Identity Through Avant-Garde Art

Canarian culture is evolving, moving away from static traditions toward modern, avant-garde visual styles. Tenerife-born artist Lauro Samblás is at the forefront of this shift, reimagining iconic elements of the islands—such as native plants and natural landscapes—through a contemporary lens.

This project, a collaboration between Samblás and the brand IQOS, was showcased at "El Patio by IQOS" in La Laguna. The installation was more than just a temporary art piece; it allowed the public to watch the artist at work, blending creativity with a social and dining experience. The project also extended to the brand’s boutique in the Alisios shopping center in Gran Canaria, highlighting a growing trend: brands are increasingly acting as supporters of local talent, moving beyond traditional sponsorships to blend regional identity with global expression.

From a sociological standpoint, these initiatives show how important regional identity remains in a globalized world. Samblás, who has used this approach in international projects, believes that tradition is valuable only if it can adapt. By taking symbols like the strelitzia flower or the sun and presenting them in new ways, he honors the islands' heritage while connecting with a modern audience.

For IQOS, these collaborations are part of a strategy to support cultural revitalization. By hosting the creative process, the brand is positioning itself as an active participant in the Canarian art scene. It reinforces the idea that cultural heritage is not something frozen in time, but a living, evolving force that needs fresh perspectives to stay relevant in the 21st century.