Stefano Volpetti, President of Smoke-Free Inhalable Products and Chief Consumer Officer at Philip Morris International (PMI), is on a bold mission: to replace every traditional cigarette with science-backed, smoke-free alternatives for adults who would otherwise continue smoking. PMI’s pioneering IQOS line embodies the bold spirit of curiosity, exploring new technologies and approaches to tobacco pleasure. In an unprecedented fusion of art and technology, IQOS collaborated with creative designer Stefano Seletti to unveil Curious X: Sensorium Piazza at Milan Design Week. This immersive installation reimagines the classic Italian piazza as a contemporary space where creativity, human connection, and innovation converge, offering a striking vision for a smoke-free future. Enigma’s Habiba Moataz sat down with Stefano Volpetti to explore the vision behind the project.
What led PMI to collaborate with Stefano Seletti on the IQOS Curious X project?
As a company, we have a vision to realise a truly smoke-free future. This vision completely challenges the status quo, and we’ve been very successful in bringing it to life. Today, 11 years after we started in 2014, we have around 32 million smokers who have completely left cigarettes behind and chosen IQOS – a smoke-free alternative that is clearly better than continued smoking. So, with this notion of a smoke-free future, we believe the way to challenge the status quo is to place curiosity at the centre of everything we do. We are also achieving this through a new global project called IQOS Curious X, in which we’ve collaborated with Stefano Seletti for the first edition. Why Stefano Seletti? Seletti chose the piazza – the Italian square – a timeless symbol of culture and tradition, which represents a status quo that rarely changes. You can revisit an Italian piazza at any point in time, and it will remain the same. Yet, he has completely reinvented it in an audacious way, using technology and art to draw in visitors and consumers. This is what unites us: the idea that when you reinvent the status quo, curiosity becomes the driver for change and innovation.
How does IQOS Curious X showcase PMI’s commitment to innovation – not just in its products but in the way it engages with its audience?
Connecting with the consumer is essential to our mission. We chose the piazza because it’s a place of connection, social life, and culture. We are on a mission to create a smoke-free future, and that requires a change of routine for smokers. Changing a routine isn’t just about providing a product; we are designing a full experience to accompany smokers as they transition. That’s why we go far beyond the product itself with programmes like IQOS Curious X, which supports smokers through the process of moving from traditional cigarettes to electronics without combustion. It’s a far better alternative for those who choose to continue smoking.
What message do you hope people take away from this experience about PMI and the direction it’s heading?
The message is that when curiosity becomes the engine to reinvent the status quo, something magical happens. That’s why we are launching this programme across 20 countries throughout 2025. We will collaborate with multiple designers and artists to reimagine creativity and the product experience. We’ll be back here in autumn 2025 to see the results of this global initiative and evaluate how driving curiosity can inspire reinvention in both design and art.
What is the biggest challenge PMI faces in accelerating the global adoption of smoke-free products?
We’ve been in this business for almost 11 years, and we’ve seen incredible success. Today, more than 40% of our global revenue comes from smoke-free products, which are now available in over 90 markets worldwide. By 2030, more than two-thirds of our turnover will come from smoke-free products. So, the biggest accelerator is having the right regulatory framework. Markets that provide smokers with clear knowledge of smoke-free alternatives progress the fastest. People won’t change their routine if they don’t understand the benefits of the new one. That’s why regulation is so important. Raising awareness and explaining what these alternatives are – and why they are better than continued smoking – remains the key driver in our smoke-free journey.
How do creative events like Milan Design Week impact IQOS’s marketing strategy?
Milan Design Week is a pinnacle of creativity and progress. This is our eighth year participating, and it’s arguably the best yet – not every day do we have the opportunity to participate with an installation like Sensorium Piazza and partner with a designer like Stefano Seletti. It’s a statement of creativity that goes beyond just design or installation. It’s powered by curiosity and our drive to challenge the status quo in a category we aim to transform through smoke-free alternatives. It’s also a tribute to the curiosity of millions of smokers who’ve leaped from an analogue experience to a smoke-free future.
In what ways do you think product design influences not only consumer choices but also broader societal perceptions of smoking?
Design has a powerful influence on both experience and choice. For every smoker, a cigarette is not just a product – it’s a routine and a part of life. So, when we provide smoke-free alternatives, we are not simply offering a new product; we’re helping to reinvent a lifestyle. Over the past 11 years, we’ve created a product that integrates seamlessly into the daily lives of smokers. We’ve done this because it’s clear that smoke-free alternatives without combustion are a better choice than normal cigarettes. Being able to embed our brand into the lives of adult smokers is a crucial step towards switching from traditional cigarettes.
How does curiosity-driven innovation affect not just product development but also the way PMI approaches consumer behavior and needs?
IQOS Curious X is a celebration of curiosity. The ‘X’ stands for experience – experiencing the unexpected. The aim is to honour IQOS, which has now become the choice for 32 million adult smokers worldwide, while also celebrating our users – individuals who, driven by curiosity, are transitioning from traditional smoking to smoke-free alternatives. This is a global project that will run throughout 2025, showcasing the reinvention of creativity, technology, art, and design. It’s about celebrating the shift in the status quo. By the end of 2025, we’ll be able to see the outcomes of this project and mark a new chapter in our ongoing pursuit of innovation – a journey that began in Milan over a decade ago with the launch of our first device. Now, with our collaboration with Seletti, we begin again with the first edition of IQOS Curious X.
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