14/04/2025

The Power of Innovative Design at This Year’s Milano Design Week

In today’s world, design is no longer seen just as shape or aesthetics. It’s an expression of culture, a reflection of how we live, and a symbol of the values we share. Especially now, when every product, space, or object we choose can tell a story, innovative design has become a way to communicate and connect.

It’s not only about function anymore. People now expect originality, boldness, and ideas that spark inspiration. That’s why brands that look beyond the obvious, take creative risks, and offer fresh perspectives are gaining more attention and influence.

One such brand that has consistently captured interest over the past few decades is the Italian design studio Seletti. Founded in 1964, Seletti is now known for its unconventional approach—blending pop art, humor, and function to bring personality and charm into everyday items.

What makes Seletti stand out is its ability to transform ordinary objects into unique pieces of art. Through collaborations with artists and designers from around the world, the brand stays fresh, relevant, and most of all—inspiring. From their iconic Monkey Lamps to unexpected furniture and tableware, Seletti constantly pushes the boundaries of traditional design.

Today, innovative design isn’t a luxury or a passing trend—it’s a necessity. A way to express who we are through the details around us, to show what inspires us, and to share a part of ourselves with the world. If fashion is what we wear, then design is what we live.

One of the most important global events for design and architecture takes place every April—Milano Design Week. During this time, Milan becomes a hub of innovation, creativity, and influential figures from across industries—from art and fashion to technology and lifestyle.

This year, from April 10 to 12, IQOS joined the event with partners and collaborators from 17 markets across the globe to present their latest creative platform — Curious X. As part of this international gathering, IQOS also unveiled an exciting new collaboration with none other than Italian brand Seletti.

Their joint project, called Sensorium Piazza, offered a modern, digital-interactive take on the traditional Italian town square—a place where people meet, share ideas, and leave their personal mark.

Using sound, visuals, and scent, the installation created a fully immersive sensory experience that blended the physical and digital worlds. This project reflects IQOS’s vision to explore creativity through collaborations with bold, forward-thinking brands.

As part of the IQOS Curious X platform, local creatives from our country also had the chance to join this global journey. Among them were Dreadpen and Aleksandra Janeva, who attended the event in Milan and got up close with the latest design trends—bringing fresh inspiration back to our local creative scene. Dreadpen, known for his signature style, joined as the first creative collaborator of the IQOS Curious X platform, while singer Aleksandra Janeva brought an extra dose of inspiration with her magical voice that continues to shape the local music scene.

Through this exchange of ideas and experiences, the creative energy of Milan will continue to live on in our country—through new projects, collaborations, and designs that embrace boldness, openness, and authenticity.