This spring, Milan isn’t just the capital of design and elegance, but also the capital of curiosity. And nowhere is that spirit more vividly expressed than in one of the most imaginative and talked-about experiences of Milan Design Week 2025: Curious X: Sensorium Piazza—a striking collaboration between Philip Morris International’s IQOS and the boundary-defying Italian design house, Seletti.
Set within the creative heart of Opificio 31 at Tortona Rocks from 7–13 April, Sensorium Piazza is far more than a traditional installation. It’s a living, breathing, interactive space – a digital dreamscape that invites you to step inside, explore every angle, and quite literally leave your mark. A sensorial playground, where technology blends with human emotion, and imagination with innovation.
At the centre of it all is IQOS, the world’s leading tobacco heating system—an industry trailblazer that redefines the possibility of a journey toward a smoke-free future. Created for adult smokers seeking a better alternative to cigarettes, IQOS offers moments of real tobacco pleasure without combustion, ash, or smoke. It’s about offering the choice without compromise, and change without sacrificing the ritual.
What truly sets IQOS apart isn’t just the product. It’s the mindset. A relentless passion to push boundaries, explore new technologies, and reshape how people experience tobacco ethically, thoughtfully, and with purpose. Curious X, IQOS’s newly launched global platform, captures that ethos. It asks bold questions, dares to imagine different outcomes, and challenges the norms of design, experience, and progress itself.
At its heart, Sensorium Piazza is a tribute to the question “What if?”—and to the curiosity that drives meaningful innovation. Through this platform, IQOS is not only igniting conversation, but also cultivating transformation. It’s about crafting moments that resonate emotionally, culturally, and socially—while staying rooted in the brand’s commitment to delivering science-backed, smoke-free alternatives.
“Connecting with people is at the heart of everything we do,” explains Stefano Volpetti, President of Smoke-Free Products and Chief Consumer Officer at PMI. “We chose the piazza because it’s more than a space—it’s a cultural symbol of gathering, creativity, and shared expression. Our partnership with Seletti reflects that spirit. Together, we’re creating experiences that invite people to see the world differently.”
Seletti, long known for its ability to fuse the classical with the surreal, brings its signature wit and vision to the collaboration. Whether transforming everyday objects into statements or blurring the line between art and function, Seletti’s approach perfectly mirrors IQOS’s own philosophy: break convention, make it memorable.
Together, they’ve created something truly original—an environment that doesn’t just react to the visitor, but evolves with them. It remembers. It responds. It turns passive observation into active participation. And in doing so, it redefines what brand experiences can feel like.
And this is only the beginning. Sensorium Piazza is the first step in a year-long journey for Curious X and Seletti. More sensorial experiences will follow throughout 2025—expanding across borders, mediums, and creative collaborations. The story will unfold city by city, voice by voice, exploring new intersections between the digital and the deeply human. The journey will culminate in a major celebration later in the year—one that honours the very values that shaped Sensorium Piazza: curiosity, creativity, and connection.
For now, in this moment, Milan becomes more than a stage for design; it is a mirror reflecting the future IQOS is building. A future where cigarettes are obsolete. A future powered by innovation, shaped by bold design, and driven by people.
With over 32 million adult users around the globe already making the switch to IQOS, that future isn’t just coming—it’s already in motion. And it’s never looked—or felt—so inspired.
Curious? You should be, because when curiosity meets creativity, the outcome is unforgettable.
https://www.iqos.com/eg/ar/home.html