IQOS presents a global collaboration with SELETTI, Italy’s avant-garde design brand
IQOS, the smoke-free products brand of Philip Morris International is proud to bring to Dubai Design Week its global collaboration with iconic Italian design brand SELETTI.
“Sensorium Piazza”, an installation that IQOS brings with the signature of SELETTI, is open to Dubai Design Week visitors in Dubai Design District d3, from 4 to 9 November 2025.
It is a bold reimagination of the traditional Italian Piazza – the installation bridges the physical world into an unexpected digital dimension where art and technology intertwine to create meaningful and extraordinary interactions. This collaboration merges IQOS’ commitment to innovation with SELETTI’s creative art.
“Our collaboration with SELETTI is driven by a mutual belief that curiosity fuels creativity and innovation. At IQOS, being forever curious is what drives us to continuously develop smoke-free alternatives, although not risk-free, that are better options than continued-smoking, and inspire positive change,” said Richa Rustagi, PMI’s Managing Director for the Lower Gulf and Iraq. “Curiosity paves the way to groundbreaking creativity. It inspires us to connect, explore new possibilities, and challenge the status quo.,” she added
It’s curiosity that laid the groundwork for IQOS’ global brand collaboration that sparked the creative collision with Stefano Seletti—the iconic Creative Director known for giving familiar items an unexpected twist. The journey started at Milan Design Week earlier this year, with a unique and immersive installation that became one of the most-visited locations of the FuoriSalone.
In June, the collaboration evolved with the ‘Curious Minds’ workshop, hosted at SELETTI’s studio in Cicognara, Italy, where 20 multidisciplinary artists from around the world gathered to exchange ideas and creative energies. Together, they posed a question: “what happens when you reframe the familiar?” Their works, including the works of Saudi calligrapher Ahmed Al Sulaimani are displayed at the IQOS X Seletti Sensorium Plazza during Dubai Design Week.
Creativity is essentially innovation, you must always do something that no one has ever done before,” said Stefano Seletti, SELETTI’s Creative Director & CEO.
At the heart of this collaboration is also the IQOS ILUMA i x SELETTI Limited Edition, a design piece that embodies the essence of innovation and artistry. Its design invites exploration, blending technology and creativity in a truly unique expression. “This collection is really unique. The intension was to bring something symbolic of brilliance, innovation and true celebration of the senses. The golden touch and smooth metallic finishes represent our dedication to quality and craftsmanship,” said Stefano Seletti.
Visitors to Dubai Design Week will have the opportunity to visit the “IQOS X SELETTI” space and experience the “Sensorium Piazza” installation firsthand. A series of events and talks will also take place at the “IQOS X SELETTI” space daily.
IMPORTANT INFORMATION: IQOS is not risk-free and provides nicotine, which is addictive.
