Latest news with #Seletti
Times
16-05-2025
- Business
- Times
Inside the Seletti owner's colourful and kitsch home
Every morning Stefano Seletti walks fifty metres across the yard to the farmhouse where he was born. 'I say, 'Ciao mamma, tutto bene?' And we get a coffee together.' Mother and son catch up on yesterday's news and chat about the morning's plans, and then both head to the office in the next building. The daily check-in is perfectly on brand for a doting Italian son, working for the family firm in Cicognara, in the Mantua countryside, but not quite what you might expect of the enfant terrible of contemporary design — the creative brain behind a chair bearing the legend 'Shit' and a mirror shaped like a penis. Much as she enjoys their morning confabs, 87-year-old Mamma Seletti will have none of
Identity
24-04-2025
- Business
- 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
- Business
- 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.
Identity
22-04-2025
- Entertainment
- Identity
Inside Sensorium Piazza: Where Curiosity Takes the Lead at Milan Design Week
Wandering through Milan Design Week always comes with surprises, but Sensorium Piazza—the result of a collaboration between IQOS and Seletti—stood out for being something truly different. It wasn't just an installation but it felt more like walking into a living, breathing space shaped by art, technology, and a shared sense of curiosity for everyone who attended. Inspired by the traditional Italian piazza, this reimagined version plays with memory, interaction, and sensory experiences. The space evolves as you move through it, with floating text, changing textures, and faces merging into digital structures. There's music, scent, color. It's all designed to respond to you as if the piazza itself is listening and remembering. What made this event feel so alive was actually the collaboration behind it too. Seletti brings its playful and bold design language, while IQOS introduces a layer of deeper intent: a reflection on transformation, change, and the desire to move beyond what's known. At the heart of it all is a simple question: what happens when curiosity leads the way? The experience is part of IQOS's new platform, Curious X, and it doesn't just aim to dazzle. It invites you to engage, leave your mark, and maybe even rethink the spaces to share and how to connect in them. If Milan Design Week is about challenging ideas, Sensorium Piazza is a quiet but striking reminder that sometimes the most powerful changes start with asking 'what if?'
The Guardian
30-03-2025
- The Guardian
Take the roof off: outside meets inside in a radically artistic Italian home
Tucked into the rolling hills between Bertinoro and Cesena, Marcantonio Raimondi Malerba's home is not just a place to live, it is a testament to the seamless fusion of art, nature and design. For the celebrated sculptor, artist and designer, whose whimsical creations have captivated the design world, this sanctuary is both a refuge and a continuous source of inspiration. 'When I first visited the land, I was struck by its natural beauty,' he recalls. 'The terrain had a peculiar shape – an almost perfectly rectangular hilltop. As I explored, two roe deer wandered past, an almost magical encounter. That was the moment I knew I would build my home-atelier right here.' This connection to nature is woven into every aspect of his house, a cluster of minimalist white volumes that rise organically from the landscape. 'I wanted a home that resonated with the environment, rather than imposing itself,' he explains. 'At the same time, I wanted it to reflect my work, like a sculpture.' The result? A structure of pure, essential forms, where the architecture itself is a study in balance and restraint. White concrete-tile roofs blend into the walls, creating a monolithic effect, while expansive glass surfaces welcome in amazing views. The layout, too, is unconventional. The interior is designed not as a singular mass, but as a series of interconnected spaces, reminiscent of a small village. 'I loved the idea of multiple small houses, rather than one large entity. This created a series of intimate, picturesque corners, each with its own play of light and shadow,' he says. A glass passageway connects the private residence to his studio, offering a liminal space between work and life, contemplation and creation. From the terrace, the view spills on to the Romagna countryside. 'Living here is a constant dialogue with nature,' says Marcantonio. 'I even placed an outdoor bathtub and shower on the terrace, inspired by my travels in Indonesia, so I never lose the feeling of being outside.' The surrounding garden is another of his passions: 'I don't want it to feel too designed. Nature should have its own say,' he says. Stepping inside the home he shares with his partner, the illustrator Alessandra Bruni, one immediately notices how the interiors reflect his artistic philosophy: a space where raw, sculptural simplicity meets curated eclecticism. 'I've always been drawn to the stark, sun-drenched interiors of Puglia and Greece, where white dominates and objects are chosen with artistic intent,' he says. His own home follows this ethos, acting as an extension of his creative universe. Here, white walls become blank canvases, punctuated by pieces that tell stories: a Gorilla Chair and pouf from Scarlet Splendour, the Comfy sofa and Sending Pig storage chest from Seletti, a handcrafted wooden flower table. 'Every object has meaning, whether it's a piece I designed or something I found in a flea market. I see them as characters in a collective narrative.' 'What I love is the magical object, a special and unique piece that carries a story, an idea and an intrinsic meaning,' he says. 'An object that, for those who own it or for those who can truly see it, holds a value far beyond its market worth. I don't make a strong distinction between art and design; rather, what I do is search for the artistic aspect within design and make functional what I contemplate.' The dining area is a study in contrasts: a robust oak table built by a friend, surrounded by traditional Romagnolo osteria chairs and an African stool. Above, in the living area, the Karman Plancton lamp casts an ethereal glow. 'I love the mix of influences, from local craftsmanship to global inspirations. There's no single style, just layers of memories and artistic contaminations.' Perhaps the most personal piece in the house is an old wooden bench from his childhood bedroom, now repurposed as part of the decor. 'Each object has a history, a presence. That's what ties everything together,' he reflects. 'Design, for me, is never just about aesthetics, it's about storytelling.' And so, in this white sculptural haven, Marcantonio continues to craft, dream, and play – surrounded by nature, memory, and the quiet, boundless space where art and life intertwine. For more information, go to
