Seletti Collaborates with IQOS: Bold Design Meets Smoke-free Innovation
IQOS has partnered with SELETTI, an Italian design brand known for its unconventional approach to everyday objects. This collaboration introduces a limited edition product that combines SELETTI’s distinctive design style with IQOS’ smoke-free technology.
About Seletti
Founded in 1964, SELETTI is recognised for its eclectic and unconventional designs, often transforming ordinary items into unique pieces. Under the direction of Stefano Seletti, the brand has developed a reputation for challenging traditional design conventions and exploring new creative directions.
Why SELETTI x IQOS? A shared love for bold expression
Both SELETTI and IQOS value innovation and creative expression. This collaboration aims to combine SELETTI’s approach to design with IQOS’ focus on smoke-free technology, resulting in a product that reflects the strengths of both brands. The partnership highlights a shared interest in exploring new ideas and offering consumers something different from the usual.
Milan Design Week 2025 Debut
The collaboration was introduced at Milan Design Week 2025 through the IQOS Curious x Sensorium Piazza installation. The space featured digital art and interactive displays, providing visitors with an opportunity to experience the creative direction behind the new product.
Product Details
The IQOS ILUMA i x SELETTI Limited Edition features a design with gold and black elements, as well as a zig-zag pattern on the device and accessories. The packaging is designed to be distinctive, with a shape inspired by a sardine can. The product aims to offer a unique visual experience while maintaining the functionality of IQOS devices.
Learn more:
