16/10/2025

Seletti Collaborates with IQOS: Bold Design Meets Innovative Pleasure

Daring creativity. Bold design. Unmistakably Seletti. The trailblazing Italian design brand that reimagines everyday objects like lamps, mirrors, plates, cups, and mugs is joining forces with IQOS for an unexpected collaboration. This article gives you a glimpse into what makes this new collaboration so remarkable.

Seletti is no ordinary brand. Founded in 1964, the Italian design label is celebrated for its irreverent, eclectic, and boundary-pushing style. From vases shaped like human hearts to monkeys holding light bulbs, SELETTI transforms the mundane into the extraordinary.

At the helm is Stefano Seletti, the visionary creative director whose philosophy of (R)evolution challenges traditional design conventions. Whether through ironic twists or unexpected materials, Seletti constantly reinvents what design can be. As he puts it, « (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. Our objects are not more beautiful or uglier than others. But they are different. We have a community that we interact with every single day of the year - it’s like an extended family.

What happens when Seletti’s audacity meets IQOS’ innovation? You get a collaboration that dares to disrupt, celebrating creativity, self-expression, and forward-thinking design.

Both brands share a passion for challenging the status quo. Seletti reinvents design norms; IQOS redefines tobacco enjoyment with its smoke-free technology. Together, they’re not just launching a product, they’re curating an experience. What unites them is a deep-rooted belief in innovation with purpose, where design and technology go beyond function to awaken emotion. Seletti and IQOS both blur the lines between art and utility, crafting bold, unconventional creations that speak to the curious, the ones who dare to see the world differently.

They value aesthetic disruption, but also deeper connection that comes from storytelling through design. Every piece from Seletti carries irony, surprise and meaning. Every innovation from IQOS is driven by the desire to offer something better and more refined. Both brands believe in creating multi-sensory experiences that ignite the imagination and start conversations.

They don’t follow trends, they set them. And with this collaboration, they invite you into a world where creativity meets pleasure, and where curiosity isn’t just welcomed, it’s celebrated.

The collaboration made its debut at Milan Design Week 2025 with the IQOS Curious x Sensorium Piazza – a multi-sensory space designed to surprise and delight. Situated in the heart of Seletti’s creative universe, the installation teased what’s to come from this bold new team-up.

Visitors were immersed in the Sensorium Piazza, an immersive playground of digital art, interactive storytelling, and Seletti’s boldly imaginative world, offering a sensorial glimpse into the creative spirit behind the upcoming IQOS x Seletti collaboration.

Stepping into the space felt like entering a dream layered with meaning – every detail choreographed to challenge perceptions and ignite curiosity. Sculptural forms merged with tactile displays, creating a physical narrative where Seletti’s disruptive visual language met IQOS’ sleek, modern edge. Pulses of colour, unexpected materials, and ambient lighting surrounded guests in a futuristic yet expressive atmosphere.

At the core of the experience was an exploration of transformation, of objects, of rituals, of how we interact with design itself. Each installation invited touch and interaction, prompting guests to not just observe but engage. The Sensorium Piazza blurred the line between product and art, between functionality and fantasy, mirroring the values both brands share: audacity, evolution and the desire to make everyday rituals extraordinary.

This is not your typical collaboration.

Say hello to the IQOS ILUMA i x Seletti Limited Edition, a daring fusion of innovation and creativity where dazzling golden details blink at deep black finishes, and eye-catching design blends with tobacco pleasure. The design dances between the unexpected and the iconic, from its bold zig-zag pattern found on both the devices and accessories, that echo irreverent dynamism to the surreal packaging shaped like a sardine can, reimagined into a collector-worthy object. It’s playful, provocative and unapologetically unique.

This isn’t just a device. It’s a sensorial celebration where design meets disruption, and where art and pleasure speak the same language.

The limited edition isn’t available yet – but curiosity is growing fast.

Curious to know more?

Stay tuned! The IQOS x Seletti collection is launching soon, and it’s something you want to see (and touch) for yourself.