IQOS Curios X and Seletti global event in Milan, Italy on October 25, 2025 (Photos courtesy of Philip Morris International)
Stepping into Pirelli Hangar Bicocca in Milan, Italy was like entering a world suspended between the past and the future. The raw brick walls echoed the building’s industrial past, while bursts of laser lightst and floor-to-ceiling LED screens—like glowing monoliths—lit up the space. The air vibrated with anticipation, and it was clear from the first step that the night would be unforgettable.
Philip Morris International (PMI) celebrated IQOS Sensorium Worlds Milan, the pinnacle of a year-long collaboration with renowned Italian designer Stefano Seletti, on October 25, 2025. From the Sensorium Piazza at Milan Design Week earlier this year to the Curious Minds workshop in Seletti’s studio, 20 multidisciplinary artists joined forces to co-create an immersive installation that premiered in this extraordinary space.
Alina Igritskaya, Oggie Kapetanovic, Stefano Seletti, and more during the press event
Designed as an immersive playground for the senses, Sensorium Worlds fuses bold art with extraordinary sound, inviting visitors to explore, wonder, and connect. It reflects the shared ethos of IQOS and Seletti of innovation, curiosity, and a drive to challenge conventions. Just as Seletti transforms the everyday into art, IQOS reimagines tobacco enjoyment, empowering more than 34 million adult users worldwide.
On stage, the architects of this vision shared the spotlight: Alina Igritskaya, global head of Brand Marketing for Heated Tobacco Products at PMI; Oggie Kapetanovic, president of Heat-not-burn/IQOS at PMI; Stefano Volpetti, chief consumer officer and president of Smoke-Free Products at PMI; and Stefano Seletti, creative director and managing director at Seletti.
“Curiosity is really behind it all. This is our key driver. It also drives us to seek better alternatives, make better choices, and really inspire the world around us,” said Alina. “IQOS as a brand is really an embodiment of this bold spirit of curiosity, which pushes us to innovate, explore new technologies for a better future, and in our pursuit of a smoke-free future. This is a quest which aims to positively impact millions of adult individual users around the world.”
PMI’s Stefano added, “Curiosity is this inner power that makes us move forward and ignite positive change. It is the relentless force that urges us to seek better experiences, find different perspectives, inspire those around us—and ultimately—challenge the status quo.”
Alina continued, “We are translating the spirit of curiosity into an experiential field, with the IQOS Curious X platform, which aims to engage users and artistic communities around the world, to create noble, groundbreaking experiences through the power of collaborations. This is the place where the most curious minds come together, based on the shared passion to challenge the norm and create something really special and truly original.”
The limited-edition IQOS x Seletti device
Stefano Volpetti and Stefano Seletti
Golden collaboration
Seletti has long been celebrated for turning the ordinary into the extraordinary, transforming everyday objects with playful imagination and artistic flair.
“I have collaborated with quite a few brands during my career, and I can tell you my experience with IQOS has been one of the most original,” Stefano said. “IQOS has deeply resonated with me. We exchange ideas, we challenge each other, but in the end, we always emerge with a shared passion, and that’s exactly what curiosity and creativity entail.”
“Everything should start with curiosity. Curiosity pushes us to go beyond convention and what is already known,” he continued. “I believe it is also linked to empathy. When we ask ourselves how to improve an experience or knowledge, we are trying to better understand people, their needs, and their desires. This, in my opinion, should be at the heart of any creative process.”
Alina reflected on their collaboration: “Together with Stefano, we managed to create something very unique earlier this year at Milan Design Week. It was an immersive installation that reimagined a traditional meeting place—the famous Italian Piazza—into a very unexpected digital art form. That symbolizes a noble place to meet, engage, and connect. And this really put our shared commitment to curiosity on display.”
Over five months, Seletti and 20 visionary artists from around the globe exchanged ideas, blended cultures, and experimented with sensorial design. The result? Sensorium Worlds, a living universe that pulses with creativity.
“What I particularly enjoyed was that, beyond the product itself, I had the opportunity to meet and engage with 20 artists from all over the world and from different backgrounds,” Stefano recalled.
The IQOS world
“In less than 10 years, IQOS has achieved an extraordinary milestone, becoming a $10 billion annual net revenue brand in 2024," Oggie explained. "This accomplishment places IQOS in a league of its own, outperforming some of the most iconic global tech giants. This really highlights the transformative power of IQOS as a smoke-free product, aligning with a growing consumer demand for innovative alternatives to cigarettes."
He continued, “Events like these bring together the most forward-thinking creatives, making them essential spaces for exchanging ideas. Seeing how people engage with us, how curious they are at events like these and others around the world, is something we could not have imagined before. It makes me personally proud because it shows that we are not only part of the conversation, but that real transformation is already happening.”
In the Philippines, IQOS was launched by Philip Morris Fortune Tobacco Co. (PMFTC) in 2020, expanding nationwide and offering adult smokers smoke-free alternatives. PMFTC remains committed to a smoke-free future, with around 150,000 IQOS users since launch. As of June 2025, smoke-free products account for 41 percent of PMI’s total net revenues, highlighting a mission to accelerate the end of smoking.