IQOS-x-SELETTI-Bring-“Sensorium-Piazza”-to-Dubai-Design-Week-2025
A Global Collaboration of Art and Innovation
IQOS, the smoke-free brand from Philip Morris International, proudly unveils its collaboration with the iconic Italian design house, SELETTI.
The installation, called “Sensorium Piazza,” is open at Dubai Design District (d3) from 4 to 9 November 2025 during Dubai Design Week.
This installation reimagines the traditional Italian Piazza with a futuristic touch.
It bridges the physical and digital worlds, merging art and technology into one inspiring experience.
“Sensorium Piazza” combines IQOS’ commitment to innovation with SELETTI’s passion for creative design.
Curiosity as the Core of Creativity
“Our collaboration with SELETTI is built on a shared belief that curiosity drives creativity and innovation,” said Richa Rustagi, PMI’s Managing Director for the Lower Gulf and Iraq.
“At IQOS, being curious inspires us to create smoke-free alternatives that, although not risk-free, are better choices than continued smoking.”
“Curiosity leads to groundbreaking creativity. It pushes us to explore new ideas, connect meaningfully, and challenge conventional thinking,” she added.
A Journey from Milan to Dubai
The global collaboration between IQOS and SELETTI began at Milan Design Week earlier this year.
Their immersive installation quickly became one of FuoriSalone’s most-visited experiences.
The partnership grew further through the “Curious Minds” workshop, hosted at SELETTI’s studio in Cicognara, Italy.
In this workshop, 20 multidisciplinary artists from around the world shared creative ideas and energy.
Together, they explored the question: “What happens when you reframe the familiar?”
Among the contributors is Saudi calligrapher Ahmed Al Sulaimani, whose work now features in the IQOS x SELETTI Sensorium Piazza at Dubai Design Week.
Innovation Through Artistic Expression
“Creativity is innovation itself. You must always create something that no one has ever done before,” said Stefano Seletti, Creative Director and CEO of SELETTI.
At the heart of this collaboration lies the IQOS ILUMA i x SELETTI Limited Edition, a product that blends design, innovation, and technology.
The device showcases smooth metallic finishes and golden accents, symbolizing craftsmanship and brilliance.
“This collection is a celebration of the senses,” said Seletti. “Our intention was to design something that represents excellence and artistic exploration.”
Experience “Sensorium Piazza” at Dubai Design Week
Visitors attending Dubai Design Week 2025 can explore the IQOS x SELETTI space and experience “Sensorium Piazza” firsthand.
A series of daily talks and creative events will also take place, giving visitors insight into the artistic and innovative spirit behind the collaboration.
Important Information
IQOS is not risk-free and provides nicotine, which is addictive.
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