In Milan, Iqos Curious X and Seletti present 'Sensorium Worlds'

The final event of the collaboration between the two brands, dedicated to curiosity as a driver of creativity and innovation, will take place at Pirelli Hangar Bicocca.

The final act of the collaboration between Philip Morris Italia's Iqos Curious X and the Italian design brand Seletti took place at the Pirelli Hangar Bicocca in Milan. Titled 'Sensorium Worlds,' the immersive installation celebrated, as did 'Sensorium Piazza' at the latest Milan Design Week, curiosity as a driving force of creativity and innovation. Part of the global Iqos Curious X project, designed to offer stimulating experiences to the growing community of adult users of the heated tobacco device, 'Sensorium Worlds' is a multimedia project in which art, technology, and imagination intertwine to redefine modes of interaction and perception.

To develop the concept, twenty international artists participated in the Curious Minds workshop, held in June at the Seletti factory in Cicognara, Parma, creating an experience capable of transforming stereotypes and opening up new expressive perspectives. With a captivating projection inside the Pirelli Hangar Bicocca, the creative team's work was previewed to event attendees: the transformation of the iconic installation into a digital canvas created a powerful visual impact and a unique atmosphere.

“Curiosity is the force that drives us to evolve and generate positive change. It is the energy that leads us to seek better experiences, new perspectives, to inspire those around us and to question the status quo,” explains Stefano Volpetti, chief consumer officer and president of Smoke-free products at Philip Morris International. “Seletti's disruptive approach to design, its constant research and originality reflect our commitment to progress,” the same progress that drives Iqos, the combustion-free alternative to traditional cigarettes “chosen by over 34 million adult consumers worldwide since its launch in 2014.”

During the 'Sensorium Worlds' event, Iqos Curious X and Seletti unveiled the world premiere of the limited-edition 'Iqos Iluma ix Seletti', which combines design and technology in an object that symbolizes innovation and creativity. "From our perspective, the creative process was rich in ideas and enthusiasm. It was a privilege to come together and engage with a group of multidisciplinary artists from around the world," explained Stefano Seletti, creative director and CEO of Seletti.

Pasquale Frega, President and CEO of Philip Morris Italy, emphasized: "This evening is not only a unique event, but also an opportunity to celebrate our journey to make cigarettes a museum piece. Today, we can concretely see this change on the streets of Italy, where over two million adults have chosen our smokeless products."

With 'Sensorium Worlds', IQOS continues its journey as an alternative for adult smokers who would otherwise continue to smoke, promoting a dialogue between art, technology and cultural transformation.