Redefining Design: Stefano Seletti on the Seletti x IQOS Collaboration
Stefano Seletti is the creative soul of Seletti, a family-run company that has been blending design, art, and a touch of playfulness since 1964. With his curious and unconventional approach, he turns everyday objects into surprising pieces, mixing pop culture with the unexpected. Always open to bold collaborations, he believes design should make people smile and be full of surprises without ever taking itself too seriously.
We had the chance to meet Stefano in the IQOS X Seletti Sensorium Piazza at Milan Design Week, where he introduced the collaboration between Seletti and IQOS under the name of Curious X. The press conference was a perfect opportunity to dive deeper into this exciting partnership.
Q1: How did you see this project, especially from the perspective of a brand like Seletti?
It's been a very exciting and important opportunity for us. We're a small company—just 40 people—so working with such a large, global brand was really meaningful. We learned a lot. It was not only our first time doing something like this in Italy, but also our first time seeing such a complex and impressive installation. From a technological point of view, it's truly unique. And about Seletti's partnership with IQOS for the new product IQOS will launch in Autumn, while the shape of the product might appear similar, the finishing and the colors will be something extremely new, something that IQOS has never done before. We at Seletti love difficult challenges, so we came together to create a completely new experience and product.
Q2: How does this collaboration with Philip Morris and IQOS reimagine public space and promote a smoke-free future through design?
At Seletti, we work with objects—furniture, lighting, design pieces—and we try to bring the same philosophy into the IQOS product. The idea was to create something that feels more like a jewel, a beautiful object that you'd be proud to put on the table. We wanted to make it spectacular, appealing, and elegant, while still serving its purpose.
Q3: To what extent does this experience reflect Seletti's philosophy of breaking traditional design rules?
I wouldn't say I follow a strict design philosophy—I'm not a designer or an architect. My way of working is more intuitive. I collaborate with designers, but even more so with artists. It's about creating a new line or language through practical experience, not just academic knowledge. So, if there's any 'philosophy,' it's that we learn by doing and by experimenting.
Q4: How do you leverage design to promote environmental values and sustainability in your products?
We've been working on sustainability for quite a while. For example, we started removing plastic from our packaging over 10 years ago. We always try to give a strong aesthetic to our projects while also making them durable.
Q5: Considering your reputation for turning the ordinary into the extraordinary, how did you approach the challenge of reimagining a product like IQOS?
We always try to transform something functional into something pleasurable—something beautiful that people actually enjoy using. For IQOS, we wanted it to feel like a piece of jewelry, as I previously said, something you're proud to place on the table. We aimed to elevate it beyond just being a device.
Q6: What has been the most surprising or exciting aspect of working on this collaboration?
Honestly, it's been full of exciting moments. As a small company, working with a large organization like this has been a big step. It was not only exciting but also incredibly useful because we've learned a lot. We're proud of the journey and we hope to keep growing and working together in the future.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Identity
24-04-2025
- Identity
Redefining Design: Stefano Seletti on the Seletti x IQOS Collaboration
Stefano Seletti is the creative soul of Seletti, a family-run company that has been blending design, art, and a touch of playfulness since 1964. With his curious and unconventional approach, he turns everyday objects into surprising pieces, mixing pop culture with the unexpected. Always open to bold collaborations, he believes design should make people smile and be full of surprises without ever taking itself too seriously. We had the chance to meet Stefano in the IQOS X Seletti Sensorium Piazza at Milan Design Week, where he introduced the collaboration between Seletti and IQOS under the name of Curious X. The press conference was a perfect opportunity to dive deeper into this exciting partnership. Q1: How did you see this project, especially from the perspective of a brand like Seletti? It's been a very exciting and important opportunity for us. We're a small company—just 40 people—so working with such a large, global brand was really meaningful. We learned a lot. It was not only our first time doing something like this in Italy, but also our first time seeing such a complex and impressive installation. From a technological point of view, it's truly unique. And about Seletti's partnership with IQOS for the new product IQOS will launch in Autumn, while the shape of the product might appear similar, the finishing and the colors will be something extremely new, something that IQOS has never done before. We at Seletti love difficult challenges, so we came together to create a completely new experience and product. Q2: How does this collaboration with Philip Morris and IQOS reimagine public space and promote a smoke-free future through design? At Seletti, we work with objects—furniture, lighting, design pieces—and we try to bring the same philosophy into the IQOS product. The idea was to create something that feels more like a jewel, a beautiful object that you'd be proud to put on the table. We wanted to make it spectacular, appealing, and elegant, while still serving its purpose. Q3: To what extent does this experience reflect Seletti's philosophy of breaking traditional design rules? I wouldn't say I follow a strict design philosophy—I'm not a designer or an architect. My way of working is more intuitive. I collaborate with designers, but even more so with artists. It's about creating a new line or language through practical experience, not just academic knowledge. So, if there's any 'philosophy,' it's that we learn by doing and by experimenting. Q4: How do you leverage design to promote environmental values and sustainability in your products? We've been working on sustainability for quite a while. For example, we started removing plastic from our packaging over 10 years ago. We always try to give a strong aesthetic to our projects while also making them durable. Q5: Considering your reputation for turning the ordinary into the extraordinary, how did you approach the challenge of reimagining a product like IQOS? We always try to transform something functional into something pleasurable—something beautiful that people actually enjoy using. For IQOS, we wanted it to feel like a piece of jewelry, as I previously said, something you're proud to place on the table. We aimed to elevate it beyond just being a device. Q6: What has been the most surprising or exciting aspect of working on this collaboration? Honestly, it's been full of exciting moments. As a small company, working with a large organization like this has been a big step. It was not only exciting but also incredibly useful because we've learned a lot. We're proud of the journey and we hope to keep growing and working together in the future.
Identity
23-04-2025
- Identity
Designing Change: Stefano Volpetti on Curiosity, Collaboration, and a Smoke-Free Future
Stefano Volpetti, President Smoke-Free Products & Chief Consumer Officer at Philip Morris International, is one of the key minds behind the company's bold mission to create a smoke-free future. With a deep belief in consumer-centric innovation and behavior change, he's leading a transformation that blends science, technology, and storytelling. We sat down with Stefano during Milan Design Week, where IQOS introduced its latest collaboration with Italian design house Seletti. Under the banner of Curious X, the partnership reimagines public space and product experience through the lens of curiosity, inviting people to see change as something both inspiring and possible. Why did Philip Morris choose to collaborate with Seletti for this project? What made it the right fit for your smoke-free mission? Our vision for the future is truly smoke-free, and that vision inherently challenges the status quo. We've made significant progress in realizing this—today, just 11 years after launching IQOS, millions of adults have switched from cigarettes to our smoke-free alternatives. That's a powerful indicator of change. To challenge convention, we believe curiosity must be at the center of innovation. That's why we launched the global project IQOS CURIOUS X, and for its first edition, we collaborated with Stefano Seletti. He was the perfect partner because he reimagined the traditional Italian piazza—an unchanging symbol of culture and community—using technology, art, and a deep understanding of human experience. His reinvention mirrors what we're doing with IQOS: taking something entrenched and completely transforming it. It's about inspiring people to be curious and embrace change. Focused on, not just in product development but also in how you connect with people? That's a key point. Even the location of this installation—a piazza—is symbolic. It's a space of culture, connection, and daily life. Realizing a smoke-free future isn't just about offering an alternative product; it's about supporting a full lifestyle transformation. We recognize that switching from cigarettes is a journey, so we've created experiences like IQOS CURIOUS X to accompany people through that process. It's about more than functionality. It's emotional, social, and even artistic. The installation is an invitation to explore, feel, and rethink habits. Through such projects, we empower adult smokers to reimagine their routines, moving from the world of cigarettes into a future of smoke-free. What message do you hope people take away from this experience at Milan Design Week? The first reaction we want is: Wow. The core message is that when curiosity drives reinvention, the results are magical. CURIOUS X isn't a one-off—it's a global initiative that will continue throughout 2025 across 20 countries. We'll collaborate with local designers and artists to reimagine smoke-free experiences and bring new perspectives to adult consumers. In Fall 2025, we'll return here to Milan to reflect on the global learnings and outcomes. It will be a celebration of curiosity, creativity, and the incredible transformation that's possible when we dare to challenge the norm. What's the biggest challenge in accelerating global adoption of smoke-free products? We're now 11 years into this journey, and over 40% of our global net revenues come from smoke-free products. Our smoke-free offerings are available in more than 90 markets, and by 2030, we aim for over two-thirds of our revenues to come from these products. The progress is clear. But the biggest accelerator—and also the greatest challenge—remains the regulatory framework. In markets where regulations allow adult smokers to access accurate information about smoke-free alternatives, adoption is much faster. If people aren't aware of better options, they won't change. That's why enabling access to information and ensuring a supportive policy environment is essential to accelerating this transformation. How do creative events like Milan Design Week influence IQOS marketing strategies? Milan Design Week is a global beacon of innovation and creativity. This is our eighth year participating, and it's arguably our most impactful yet. Collaborating with Stefano Seletti on the IQOS Sensory Piazza installation is not just about design—it's a statement of progress. We're showcasing how curiosity drives innovation. Just like our products challenge the conventional cigarette, our presence here challenges the way brands can interact with people. This kind of engagement helps us connect deeply with consumers and inspire them to rethink their habits. In what ways do product designs influence not just consumer choice but broader behavior? That's an essential question. When an adult smoker considers switching, it's not just a product change but it's a lifestyle shift. That's why design plays such a critical role. From day one, we've focused on making IQOS not just functional but seamlessly integrated into everyday life. Our device is something people carry, use, and interact with regularly, so its look, feel, and emotional resonance matter. If the design can support and enhance the user experience, it makes the transition from traditional smoking to smoke-free alternatives smoother and more appealing. Ultimately, design becomes a facilitator of change. With the CURIOUS X concept, how does curiosity-driven innovation influence not just product development but also consumer behavior? Curious X is a combination of curiosity and X, which stands for an experience that's clearly unexpected—and one you truly experience. The idea was to create something that, on one hand, celebrates the IQOS brand, which has become the choice of millions around the world, and on the other hand, celebrates our users. They've made an act of curiosity by moving from traditional cigarettes to smoke-free products. This is our way of creating a project that, throughout 2025, will travel around the world—powered by curiosity, reinvention, creativity, technology, art, and design. It's our way of honoring this incredible shift in the status quo that we've been driving. And we will return here to reflect on the results to celebrate the notion of progress that started right here in Milan over 10 years ago and continues today with this new collaboration with Seletti.
Daily News Egypt
20-01-2025
- Daily News Egypt
Philip Morris targets expansion in Egypt after IQOS success
IQOS's success in Egypt signals a promising opportunity for the introduction of additional smoke-free products to the market, according to Tommaso Di Giovanni, Vice President for International Communication and Engagement at Philip Morris International (PMI). With an estimated 15 million adult smokers in the country, IQOS has already made significant progress in providing a reduced-risk alternative to traditional cigarettes. In an interview with Daily News Egypt , Di Giovanni highlighted the considerable potential of the Egyptian market for expanding PMI's portfolio of smoke-free products, including heated tobacco devices. Transforming Tobacco The transformation of Philip Morris International (PMI) began with the recognition that change was necessary. 'We were—and we are—selling a product that causes diseases and is addictive: cigarettes,' Di Giovanni noted. This awareness has fueled the company's drive to innovate and offer better alternatives for both society and consumers. 'Anyone who sells a product that causes disease and is addictive would like to do better,' he said, stressing PMI's dual responsibility to society and to the company itself. He further emphasized that improving the health of adult smokers is not only a moral obligation but also a sound business strategy. 'It's a win-win for our company and for public health,' he explained, adding that addressing societal concerns can help PMI stay ahead of the competition while positively impacting global health. A Focus on Science and Innovation PMI's transformation is grounded in scientific evidence, Di Giovanni noted, highlighting the critical role of research and development in driving the company's shift toward less harmful products. 'Scientific evidence has been a key driver in our choices,' he said, explaining that this approach has enabled PMI to offer innovative alternatives, such as heated tobacco and e-vapor products, which aim to reduce health risks compared to traditional cigarettes. Egyptian Market Potential Turning to Egypt, where approximately 15 million adults smoke, Di Giovanni expressed optimism about introducing smoke-free products like vapes and nicotine pouches to the market. The success of IQOS, which has already gained a foothold in Egypt, provides promising prospects for future launches and efforts to 'take Egyptians who smoke away from cigarettes.' Culturally, these products are expected to resonate well with adult smokers, with vapor from these devices resembling traditional water pipes, making them a good cultural fit. However, he emphasized that the right regulatory and commercial environments are crucial for encouraging widespread adoption. Sustainability as a Core Value Sustainability is a fundamental pillar of PMI's strategy. Di Giovanni sees it as key to reducing the societal impact of the company's activities. 'For us, the first goal of sustainability is to address the public health issues posed by cigarettes,' he said, adding that replacing cigarettes with better alternatives is at the heart of their mission to improve society. By focusing on a comprehensive range of smoke-free products, PMI aims to ensure a future where innovation and responsibility are aligned. 'The ultimate goal is to offer a portfolio of products that meets the diverse needs of the market while supporting sustainability goals,' he pointed out. The Road Ahead PMI remains committed to its transformative journey, with a firm focus on transparency, science-driven solutions, and societal well-being. 'Our mission is clear: to lead the way toward a smoke-free future, driven by innovation, step by step,' Di Giovanni concluded.
