Cover Jefrë pushes boundaries of design and public art in his latest brand campaign with Iqos (Photo: Jefrë Manuel)
Jefrë pushes boundaries of design and public art in his latest brand campaign with Iqos (Photo: Jefrë Manuel)
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As he explores new creative terrains, Jefrë's latest work redefines how power, pleasure and public art can connect us all
In cities across the world, Filipino-American artist Jefrë Manuel has carved his name into skylines. His monumental sculptures—faceted, futuristic and unflinchingly human—stand as mirrors of emotion, identity and connection. To encounter a Jefrë work is to experience more than public art; it’s to stand before a mirror of modern existence, distilled into metal, light and space.
Known simply by his mononym Jefrë, the artist has long viewed sculpture as a form of storytelling—a dialogue between place, people and purpose. From Orlando to Manila, his large-scale works like Time in Florida and The Victor at Bridgetowne, Pasig have become landmarks in their own right. Yet behind these monumental forms lies a quiet, philosophical drive: to create meaning that transcends aesthetics.
“Public art is not about me,” Jefrë says. “It’s about you. It’s about how people see themselves within the landscape I create.”
For Jefrë, every curve and contour is an architectural gesture turned emotional map. His signature polygonal figures, often with box-shaped heads, aren’t abstract for abstraction’s sake. They mirror communities as structures of feeling—buildings of emotion—a cityscape of love, joy, passion and power. “Great cities are not necessarily defined by their architecture,” he explains, “but by the people that occupy those buildings.”
From skylines to soul lines
Jefrë’s creative evolution has always been tied to curiosity—a restless, probing desire to understand how the tactile form can convey emotions. Trained in urban design and planning, he approaches art not just as sculpture but as spatial storytelling. “I’ve always been interested in shaping and changing skylines,” he says. “But lately, I’ve been asking myself, how can I make art more personal, something you can actually touch and be part of?”
That question led him to explore smaller, more intimate works, a shift that challenges the very scale he’s known for. “Size doesn’t always matter,” he quips. “It’s about connection. Whether it’s a 100-metre monument or a piece you can see eye to eye with, the goal is the same: to create reflection, literally and emotionally.”
Reflection, for Jefrë, is both motif and method. The materiality of his sculptures invites the viewer to become part of the artwork, to see themselves framed within the larger narrative of progress and transformation. “Without the people, there’s no power,” he says. “And without power, there’s no pleasure. The energy you put out is what you get back.”
Read more: Clay therapy: the unexpected ways pottery reshapes your mind and body
The power of collaboration
Above Jefrë pushes boundaries of design in his latest brand campaign with Iqos (Photo: Jefrë Manuel)
Above Jefrë with the Iqos sculpture—his latest brand campaign (Photo: Jefrë Manuel)
Jefrë pushes boundaries of design in his latest brand campaign with Iqos (Photo: Jefrë Manuel)
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This philosophy took on new resonance through his recent collaboration with Iqos, the smoke-free alternative by Philip Morris International. For his first brand partnership in the Philippines, Jefrë created striking sculptures inspired by the brand’s campaign theme, “Creativity Through Curiosity.”
True to his style, Jefrë did more than adapt the brand’s visuals; he reimagined them. The Iqos key logo became, in his hands, a metaphor for perspective: a window into opportunity, imagination and transformation. “For me, the key wasn’t just a logo. It was a window, a portal into people’s journeys,” he explains.
While corporate collaborations can often dilute an artist’s voice, Jefrë’s partnership with Iqos did the opposite. The brand gave him free rein to interpret their message through his creative language. “They didn’t want to hide the logo,” he recalls. “I wanted to enhance it and to make it part of the emotional architecture of the piece.”
Henry Martin Yap, Iqos brand manager, echoed this respect for artistic freedom. “When we collaborate, we don’t dilute the identity of the artist with our brand. Instead, we amplify it,” he says.
Leaving a mark, building a legacy
At this point in his career, Jefrë’s focus is expanding beyond national borders. “This year and the next may be the last times I come back to the Philippines for a while,” he shares. “I’ve done my job of leaving a mark here. Now I want to take the Filipino name and show the world how creative we can be.”
That global ambition is rooted in gratitude. Jefrë often credits Filipino audiences and collectors for championing his art. “You’ve been good patriots of my work,” he says, half in jest but wholly sincere. “Now it’s time to open doors for other Filipino creatives to take up public space and claim value for their art.”
His mission, as always, is bigger than himself. “Time ultimately defines what’s iconic,” he reflects. “When you think of the Eiffel Tower or the Statue of Liberty, you think of symbols that transcend geography. One day, maybe people will say the same about The Victor or any sculpture that dares to represent who we are.”
Read more: Walls with stories: the most captivating street art destinations around the world
Above Jefrë with the Iqos sculpture (Photo: Jefrë Manuel)
Jefrë with the Iqos sculpture (Photo: Jefrë Manuel)
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In the end, what keeps Jefrë curious is not success but evolution. “Art is never final,” he says. “It’s just another iteration of something that’s been experienced before. I don’t believe in final forms because things change with time, and that’s what keeps me moving.”
That philosophy that is part discipline, part faith defines Jefrë’s life’s work: to turn human emotion into tangible form, to turn steel into feeling and to turn every cityscape into a reflection of who we are.
“Life’s a journey,” he concludes. “Curiosity keeps you moving forward. It’s not about the end but about the road that takes you there.”
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Syrah is Tatler Philippines’ Power & Purpose editor, where she spotlights extraordinary journeys shaping the Philippines and Asia. She covers business, innovation, impact, and culture—chasing the people, ideas and forces shaping how we live and think today.
