IQOS unveils limited-edition Seletti collaboration in Milan
Last Oct. 25, the number one tobacco heating system IQOS and Italian design brand Seletti unveiled their limited-edition collaboration inside “Sensorium Worlds,” an immersive space where multicultural art collided with extraordinary sound. The exclusive event was held at the iconic Hangar Pirelli Bicocca in Milan, a once locomotive manufacturing facility that turned into one of the largest single-level exhibition spaces in Europe.
“Seletti’s disruptive approach to design and his constant approach, research, and originality mirrors our dedication to progress, much like IQOS, which over 34 million adult consumers have chosen since our launch in 2014,” says Stefano Volpetti, Philip Morris International (PMI) president, smoke-free products and chief consumer officer
Manifested through the limited-edition IQOS Iluma i Prime and IQOS Iluma i devices—as well as a collection of accessories such as wraps, doors, ring sets, and deco patches, all featuring unique Seletti patterns—IQOS, together with the iconic creative director Stefano Seletti, brought playful whimsy to both revolutionary technology and timeless design.
A long time coming
The IQOS x Seletti collaboration traces its origins to Milan Design Week earlier in April this year, with an installation that redefined the Italian piazza—placing technology and art in a traditionally cultural space.
In June, they took it a step forward with the “Curious Minds” workshop at Seletti’s Cicognara studio in the province of Mantua. The workshop saw 20 multidisciplinary curators from around the world exchange ideas and creative energies to shape the identity of “Sensorium Worlds.”
“The creative process, from our point of view, has been full of ideas and enthusiasm. It was a privilege to gather and exchange with such a broad pool of multi-disciplinary artists from around the world,” says Stefano Seletti, creative director and managing director of the Seletti brand.
IQOS x Seletti
This collision of creativity culminated in “Sensorium Worlds,” which featured a tapestry of 20 diverse artistic expressions from artists all over the world, with music by Adriatique, a Swiss-born house and techno duo, to round out the sensory experience.
The evening was highlighted by the premiere of the IQOS x Seletti limited-edition collection, which, through the fusion of technology and creativity, embodies the essence of innovation and artistry that IQOS and Seletti stand for.
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