{"id":834299,"date":"2025-04-07T06:04:18","date_gmt":"2025-04-07T10:04:18","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/iqos-collaborates-with-italian-design-brand-seletti-introducing-the-curious-x-sensorium-piazza-at-milan-design-week\/"},"modified":"2025-04-07T06:04:18","modified_gmt":"2025-04-07T10:04:18","slug":"iqos-collaborates-with-italian-design-brand-seletti-introducing-the-curious-x-sensorium-piazza-at-milan-design-week","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/iqos-collaborates-with-italian-design-brand-seletti-introducing-the-curious-x-sensorium-piazza-at-milan-design-week\/","title":{"rendered":"IQOS Collaborates with Italian Design Brand SELETTI: Introducing the ‘Curious X: Sensorium Piazza’ at Milan Design Week"},"content":{"rendered":"

<\/p>\n

IQOS<\/i> Collaborates with Italian Design Brand SELETTI: Introducing the ‘Curious X: Sensorium Piazza’ at Milan Design Week<\/b><\/p>\n

Challenging the status quo to realize something truly unexpected for a community of more than 32 million1 <\/sup>legal age users who have made the choice to move away from cigarettes<\/i><\/p>\n

STAMFORD, CT–(BUSINESS WIRE<\/a>)–
\nIn support of Philip Morris International\u2019s (NYSE: PM) mission to make cigarettes obsolete, and to celebrate its ever-growing community of more than 32 million users worldwide \u2013 IQOS<\/i> is proud to announce its collaboration with iconic design brand SELETTI at Milan Design Week.\n<\/p>\n

\n\u201cCurious X: Sensorium Piazza\u201d \u2013 the new project that IQOS<\/i> brings with the signature of SELETTI \u2013 is the name of the installation which will be available at Opificio 31, inside Tortona Rocks from April 7 to 13 2025. This bold reimagination of the traditional Italian Piazza is a multisensory space where people will meet, converse and connect. The installation bridges the physical and digital worlds, creating an unexpected dimension where art and technology intertwine to create meaningful and extraordinary interactions.\n<\/p>\n

\u201cOur collaboration with SELETTI is driven by the shared belief that curiosity paves the way to groundbreaking creativity which inspires us to connect, explore new possibilities beyond the limits and challenge the status quo. Being forever curious at IQOS is what ultimately enables our quest for the continuous development of better smoke-free alternatives versus smoking,\u201d <\/i>said Stefano Volpetti, PMI\u2019s President of Smoke-Free Products & Chief Consumer Officer.\n<\/p>\n

\nThe project also marks the debut of the new experiential platform IQOS <\/i>Curious X, intended to deliver inspiring experiences to the brand\u2019s ever-growing community of adult consumers. Curiosity\u2014the engine of creativity and innovation\u2014is at the heart of the journey experienced by the over 32 million users of IQOS<\/i> globally. Curiosity is at the core of IQOS\u2019<\/i> quest to continuously innovate for the better, and this will be brought to life through a yearlong collaboration with SELETTI.\n<\/p>\n

\nThe Piazza becomes an invitation to be curious and is influenced by SELETTI\u2019s approach\u2014between classic and contemporary aesthetics and IQOS\u2019<\/i> passion to evolve beyond the ordinary. Through a multi-platform installation, featuring dynamic technologies and an ever-changing digital canvas molded by real-life interactions, the Piazza will transform itself from day to night into an archive of human connections\u2014processing the memories, voices, and figures of those who pass through the exhibit. Paying homage to the bold contrasts and pop reinterpretations typical of SELETTI\u2019s work while at the same time experimenting with innovative codes, Sensorium Piazza transforms each guest from spectator to main character.\n<\/p>\n

\u201c(R)evolution is our primary philosophy. It is a philosophy that makes us think in a new way. It is precisely this philosophy that has allowed us to involve other product sectors. Creativity is essentially innovation. You always have to do something that no one has ever done before,\u201d<\/i> said Stefano Seletti, SELETTI\u2019s Creative Director & CEO.\n<\/p>\n

\nCurious X: Sensorium Piazza will be staged at Opificio 31, inside Tortona Rocks, open to visitors from April 8 to 13 2025 from 10:00 to 21:00 CEST each day.\n<\/p>\n

\nFor adult smokers looking for more information on smoke-free alternatives to continued smoking, please visit https:\/\/www.iqos.com<\/a>.\n<\/p>\n

\nIMPORTANT INFORMATION: IQOS<\/i> is not risk-free and provides nicotine, which is addictive.\n<\/p>\n

Philip Morris International: Delivering a Smoke-Free Future
\n
<\/b>Philip Morris International is a leading international tobacco company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company\u2019s current product portfolio primarily consists of cigarettes and smoke-free products. Since 2008, PMI has invested over USD 14 billion to develop, scientifically substantiate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. In 2022, PMI acquired Swedish Match\u2014a leader in oral nicotine delivery\u2014creating a global smoke-free champion led by the companies\u2019 IQOS<\/i> and ZYN<\/i> brands. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match\u2019s General <\/i>snus and ZYN <\/i>nicotine pouches and versions of PMI\u2019s IQOS <\/i>devices and consumables\u2014the first-ever such authorizations in their respective categories. Versions of IQOS <\/i>devices and consumablesand General<\/i> snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. As of December 31, 2024, PMI\u2019s smoke-free products were available for sale in 95 markets, and PMI estimates that 38.6 million adults around the world use PMI\u2019s smoke-free products. The smoke-free business accounted for approximately 39% of PMI\u2019s total full-year 2024 net revenues. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and aims to enhance life through the delivery of seamless health experiences. References to \u201cPMI,\u201d \u201cwe,\u201d \u201cour,\u201d and \u201cus\u201d mean Philip Morris International Inc. and its subsidiaries. For more information, please visit www.pmi.com<\/b><\/a> and www.pmiscience.com<\/b><\/a>.\n<\/p>\n

1. Source: PMI Fourth-Quarter End Year 2024 Earnings Release<\/sup><\/p>\n

\"\"<\/p>\n

View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20250406756455\/en\/<\/a><\/span><\/p>\n

Philip Morris International
\n<\/b>
David Fraser
\n
T. +41 (0)58 242 4500
\n
E. david.fraser@pmi.com<\/a><\/span><\/p>\n

KEYWORDS:<\/b> Europe United States Italy North America Connecticut<\/p>\n

INDUSTRY KEYWORDS:<\/b> Fashion Arts\/Museums Entertainment Retail Other Retail Home Goods Tobacco<\/p>\n

MEDIA:<\/b><\/p>\n\n\n\n\n
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IQOS Collaborates with Italian Design Brand SELETTI: Introducing the ‘Curious X: Sensorium Piazza’ at Milan Design Week Challenging the status quo to realize something truly unexpected for a community of more than 32 million1 legal age users who have made the choice to move away from cigarettes STAMFORD, CT–(BUSINESS WIRE)– In support of Philip Morris International\u2019s (NYSE: PM) mission to make cigarettes obsolete, and to celebrate its ever-growing community of more than 32 million users worldwide \u2013 IQOS is proud to announce its collaboration with iconic design brand SELETTI at Milan Design Week. \u201cCurious X: Sensorium Piazza\u201d \u2013 the new project that IQOS brings with the signature of SELETTI \u2013 is the name of the installation which will be available … <\/p>\n

Continue reading “IQOS Collaborates with Italian Design Brand SELETTI: Introducing the ‘Curious X: Sensorium Piazza’ at Milan Design Week”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-834299","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nIQOS Collaborates with Italian Design Brand SELETTI: Introducing the 'Curious X: Sensorium Piazza' at Milan Design Week - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/iqos-collaborates-with-italian-design-brand-seletti-introducing-the-curious-x-sensorium-piazza-at-milan-design-week\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IQOS Collaborates with Italian Design Brand SELETTI: Introducing the 'Curious X: Sensorium Piazza' at Milan Design Week - 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