IQOS and Seletti present 'Curious X: Sensorium Piazza' at Milan Design Week

Challenging the status quo to create something unexpected.

April 7, 2025 - In support of its mission to build a smoke-free future by making cigarettes a thing of the past, IQOS celebrates its growing global community.

"Milan Design Week represents an important opportunity to express our link with the themes of progress and innovation."- said Pasquale Frega, President and CEO of Philip Morris Italia. Pasquale Frega, President and CEO of Philip Morris Italia.

"Milan Design Week represents an important opportunity to express our link with the themes of progress and innovation."- said Pasquale Frega, President and CEO of Philip Morris Italia. Pasquale Frega, President and CEO of Philip Morris Italia.

'Curious X: Sensorium Piazza' - the new IQOS project that bears the signature of Seletti - is the name of the installation at Opificio 31, inside Tortona Rocks from 8 to 13 April 2025. It is a bold reinterpretation of the traditional Italian square - a multi-sensory space where people meet, converse and connect. The installation connects the physical world to an unexpected digital dimension, where art and technology intertwine to create new and extraordinary interactions.

Stefano Volpetti, President of Smoke-Free Products & Chief Consumer Officer di Philip Morris International.

"Our collaboration with Seletti is driven by the shared belief that curiosity is the engine that paves the way for innovative creativity that inspires us to connect, explore new possibilities beyond limits and challenge the status quo. Curiosity is also what inspires our constant search for better alternatives to smoking." - said Stefano Volpetti, President of Smoke-Free Products & Chief Consumer Officer of Philip Morris International.

"Our collaboration with Seletti is driven by the shared belief that curiosity is the engine that paves the way for innovative creativity that inspires us to connect, explore new possibilities beyond limits and challenge the status quo. Curiosity is also what inspires our constant search for better alternatives to smoking." - said Stefano Volpetti, President of Smoke-Free Products & Chief Consumer Officer of Philip Morris International.

The project also marks the debut of the new IQOS Curious X campaign, designed to challenge the status quo and designed to offer inspiring experiences to the brand's growing community of adult consumers. Curiosity, the engine of creativity and innovation, is at the heart of the journey experienced by IQOS users globally, and will also be the protagonist of the annual collaboration with Seletti.

The installation for Milan Design Week, 'Curious X: Sensorium Piazza', becomes an invitation to curiosity influenced by the approach of Seletti - between classic and contemporary aesthetics - and IQOS' propensity for innovation. Through a multi-platform installation, the Piazza is transformed from day to night into an archive of real-life interactions - reworking memories, voices and figures of those who pass through the work. Sensorium Piazza transforms the audience from spectator to protagonist, paying homage to the bold contrasts and pop reinterpretations typical of Seletti's work while experimenting with innovative ways of connecting.

"Constantly evolving is the basis of our brand philosophy and is what allows us to think in a new way, with curiosity. Curiosity pushes us to go beyond conventions and beyond what is already known, and I believe that we must always do something that no one has ever done before. If we just accept what exists, we miss the opportunity to build something better." - said Stefano Seletti, Creative Director and CEO of Seletti. Stefano Seletti, Creative Director and CEO of Seletti.

"Constantly evolving is the basis of our brand philosophy and is what allows us to think in a new way, with curiosity. Curiosity pushes us to go beyond conventions and beyond what is already known, and I believe that we must always do something that no one has ever done before. If we just accept what exists, we miss the opportunity to build something better." - said Stefano Seletti, Creative Director and CEO of Seletti. Stefano Seletti, Creative Director and CEO of Seletti.

'Curious X: Sensorium Piazza' was staged at Opificio 31, inside Tortona Rocks, from 8 to 13 April 2025, from 10:00 to 21:00.