When it comes to turning the everyday into the extraordinary, few do it with as much cheeky charm and artistic flair as Seletti. The iconic Italian brand has made a name for itself by daring to blend design with delight—infusing mundane objects with imagination, wit, and a rebellious spark that makes you smile. At the heart of it all is Stefano Seletti, the creative director and driving force behind this family-run powerhouse. With boundless curiosity and a love for the unconventional, Stefano Seletti’s vision transforms the ordinary into bold, conversation-starting pieces that blur the line between art and function. This year, that spirit of curiosity has found a new arena. At Milan Design Week 2025, Seletti has joined forces with IQOS for an eye-opening collaboration that reimagines how we connect, engage, and experience design. As part of the launch of IQOS’s new global platform, IQOS Curious X, Stefano brings his boundary-pushing creativity to a sensorial space designed to spark discovery and inspire positive change. Enigma’s Habiba Moataz sat down with Stefano Seletti to talk inspiration, mischief, and how turning a smoke-free device into a design object could help shape a smoke-free future.
The IQOS x Seletti installation is full of sensory layers—sound, scent, and texture. How did you use these elements to create something so immersive? How does that align with IQOS’s innovation vision?
This installation is unlike anything we’ve done before—not just in Italy but globally. It’s a first in terms of complexity and technological ambition. What’s exciting is how it mirrors the evolution of the new IQOS product we’re launching next autumn. The shape might be familiar, but the finishing? That’s where the magic happens. Bold colors, new finishes, something IQOS has never done before. Seletti loves a challenge. So does IQOS. When we teamed up, it wasn’t just about creating a product; it was about crafting a complete experience. Something that doesn’t just look different but feels entirely new.
How does this collaboration reach beyond design to influence public spaces and promote a smoke-free future?
We approached it the same way we approach our home collections, with care, character, and curiosity. People leave their IQOS devices on the table, right? So, why not make them spectacular? We imagined it as an elegant showpiece—almost like a piece of jewellery. If it’s going to be part of your daily life, let it be something you want to display. Design isn’t just about function anymore. It’s about emotional connection. And I think if we can make people feel proud to use something better for them, that’s a powerful shift.
Seletti has always broken the mold. How does this project reflect your rule-breaking approach to design?
To be honest, I never followed the traditional design path. I’m not a trained designer or artist—I left school at 18. Everything I’ve done is self-taught. That gave me the freedom to ignore the “rules” and just create. Seletti doesn’t fit into the classic design box. We collaborate more with artists than with designers. What we do isn’t art, but it’s not conventional design either—it’s somewhere in between. Look at our Monkey Lamp. It’s technically “wrong” in every way. A monkey holding a bulb? It breaks all the academic rules. But that’s exactly why it works. It’s bold, it’s fun—and that’s why we broke the rule.
Sustainability is a key focus for many brands today. How do you incorporate it into Seletti’s philosophy?
We’ve been thinking about sustainability for a long time. Over ten years ago, we started removing plastic from our packaging. Now, we only use FSC-certified cardboard. We try to give an aesthetic to our projects and to keep them durable. It’s about making things that last—pieces people connect with and don’t want to throw away. If you design something with emotional value, it becomes timeless. And that’s sustainability, too.
You’re known for transforming the everyday into the extraordinary. How did you approach redesigning a product like IQOS?
It’s all about transformation. We looked at IQOS not just as a device but as an object that adult consumers use daily—something that should feel as good as it looks. So, we elevated it. We gave it personality, beauty, and that little twist of surprise that Seletti is known for. You should be able to leave it on your table and have someone ask, “What’s that?” because it looks like something special.
What’s been the most exciting part of this collaboration? And how do you think it can impact the future of design—and even public health?
Honestly, collaborating with IQOS has been full of exciting moments. Seletti is a small company—we’re just 40 people—but this project gave us the chance to work on a global scale with a huge team and major resources. It was eye-opening. We learned so much. And more than that, it gave us a chance to connect design with something meaningful. If we can use creativity to support a smoke-free future, that’s design with purpose. And that’s the direction I want to go.
We’d love to welcome you to Egypt someday. There’s a growing art and design scene and, of course, endless inspiration from the temples and pyramids.
Oh yes, Egypt is very high on my list! I’ve never been, but it’s so close, and I’ve heard so much. I’d love to visit soon. I’m sure it would be incredibly inspiring. Maybe within the year—I’m coming!
Whether he’s remixing pop culture or crafting unexpected collaborations, one thing’s certain: Seletti is here to change the status quo—and we can’t wait to see what’s next.
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