QOS Partners with Italian Design House SELETTI to Unveil ‘Curious X: Sensorium Piazza’ at Milan Design Week
Philip Morris International (PMI) has announced a collaboration between its smoke-free brand, IQOS, and the renowned Italian design company SELETTI for Milan Design Week 2025. The partnership introduces “Curious X: Sensorium Piazza,” an innovative installation that reimagines the traditional Italian piazza as a multisensory space where art and technology converge. This initiative reflects PMI’s commitment to creating a smoke-free future and celebrates IQOS’s growing community of over 32 million users worldwide.
The “Curious X: Sensorium Piazza” installation will be open to visitors from April 8 to 13, 2025, at Opificio 31, inside Tortona Rocks, during Milan Design Week. The exhibit aims to bridge the physical and digital realms, offering an unexpected dimension where attendees can meet, converse, and connect. By integrating dynamic technologies and an ever-changing digital canvas shaped by real-life interactions, the piazza transforms from day to night, creating an evolving archive of human connections. citeturn0search0
Stefano Volpetti, PMI’s President of Smoke-Free Products & Chief Consumer Officer, emphasized the role of curiosity in driving creativity and innovation. He stated, “Our collaboration with SELETTI is driven by the shared belief that curiosity paves the way to groundbreaking creativity which inspires us to connect, explore new possibilities beyond the limits and challenge the status quo.” This philosophy aligns with IQOS’s mission to continuously develop better smoke-free alternatives to traditional cigarettes. citeturn0search0
The project also marks the debut of the new experiential platform, IQOS Curious X, designed to deliver inspiring experiences to the brand’s adult consumers. Curiosity serves as the engine of creativity and innovation, underpinning the journey experienced by IQOS users globally. Through a yearlong collaboration with SELETTI, this initiative aims to bring that spirit to life. citeturn0search0
SELETTI’s Creative Director & CEO, Stefano Seletti, highlighted the importance of innovation in their work, stating, “(R)evolution is our primary philosophy. It is a philosophy that makes us think in a new way… Creativity is essentially innovation. You always have to do something that no one has ever done before.” This approach is evident in the Sensorium Piazza, which transforms each guest from spectator to main character, paying homage to SELETTI’s bold contrasts and pop reinterpretations while experimenting with innovative codes. citeturn0search0
The collaboration between IQOS and SELETTI exemplifies how brands can merge art, design, and technology to create meaningful and extraordinary interactions. By reimagining the traditional piazza, the installation offers a unique space that encourages curiosity, connection, and exploration, reflecting the evolving landscape of consumer experiences in the modern world.
