Milan, the global capital of fashion and design, set the stage for one of the season’s most anticipated creative events. On October 25th, inside the iconic Pirelli Hangar Bicocca, more than 4,000 guests gathered to witness the unveiling of Sensorium Worlds, a multi-sensory global installation hosted by IQOS as part of its Curious X project. The spectacular evening marked the launch of the IQOS x SELETTI Limited-Edition Collection.
Entering the vast halls of Pirelli Hangar Bicocca was an experience that awakened every sense. Guests were immersed in a symphony of light, movement, and sound; visuals pulled them in, music transported them, and tactile displays invited exploration. The culmination of this sensory journey was the reveal of the bespoke black-and-gold limited-edition IQOS x SELETTI device, a design that perfectly embodied the night’s fusion of innovation and artistry.
“Curiosity is this inner power that makes us move forward and ignite positive change. It is the relentless force that urges us to seek better experiences, find different perspectives, inspire those around us and ultimately challenge the status quo”, said Stefano Volpetti, PMI’s Chief Consumer Officer and President of Smoke-Free Products.
It is this same spirit of curiosity that laid the groundwork for IQOS’ global brand collaborators platform ‘Curious X’, becoming the driving force behind the creation of Sensorium Worlds, an immersive space where bold art collides with extraordinary sound to inspire powerful moments of human connection. This mindset also sparked the creative collaboration with Stefano Seletti, the iconic Creative Director known for giving familiar items an unexpected twist.
At its core, the event celebrated innovation and curiosity, values deeply ingrained in both Philip Morris International’s IQOS and the Italian design house SELETTI. Together, they brought 20 artists from diverse cultural and creative backgrounds to challenge conventions and imagine the unimaginable. This spirit of bold reinvention reflects IQOS’s broader mission as an industry trailblazer redefining the journey toward a smoke-free future.
Created for adult smokers seeking a better alternative to cigarettes, IQOS provides real tobacco satisfaction without combustion, ash, or smoke, offering choice without compromise, and change without sacrificing ritual.
“SELETTI’s disruptive approach to design and his constant pursuit of research and originality mirror our dedication to progress, much like IQOS, which over 34 million adult consumers have chosen since our launch in 2014,” added Stefano Volpetti.
Launched earlier this year, the IQOS Curious X platform extends this philosophy into the creative world, offering a global space for artists, designers, and innovators to experiment, collaborate, and redefine what’s possible.
The limited-edition IQOS ILUMA i PRIME and ILUMA i SELETTI devices unveiled during the event captured this creative ethos in every detail. Wrapped in a black-and-gold optical design, the cases radiate luxury, while the aesthetically designed packaging evokes the elegance of a collectible art piece.
“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,” said Stefano Seletti, Creative Director and Managing Director of SELETTI.
Earlier this year, SELETTI hosted the Curious Minds Workshop at his Mantua studio, inviting international creatives, including Egyptian visual artist Hannah Patten, to explore curiosity and reinvention as artistic themes.
The result was an experience that celebrated the power of creativity and the courage to question convention, a fitting finale for a collaboration driven by curiosity, imagination, and design without limits.