Latest news with #StefanoSeletti
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.
Web Release
12-04-2025
- Entertainment
- Web Release
IQOS Collaborates with Italian Design Brand SELETTI: Introducing the ‘Curious X: Sensorium Piazza' at Milan Design Week
In support of Philip Morris International's (NYSE: PM) mission to make cigarettes obsolete, and to celebrate its ever-growing community of more than 32 million users worldwide – IQOS is proud to announce its collaboration with iconic design brand SELETTI at Milan Design Week. 'Curious X: Sensorium Piazza' – the new project that IQOS brings with the signature of SELETTI – is the name of the installation which will be available at Opificio 31, inside Tortona Rocks from April 7 to 13 2025. This bold reimagination of the traditional Italian Piazza is a multisensory space where people will meet, converse and connect. The installation bridges the physical and digital worlds, creating an unexpected dimension where art and technology intertwine to create meaningful and extraordinary interactions. 'Our collaboration with SELETTI is driven by the shared belief that curiosity paves the way to groundbreaking creativity which inspires us to connect, explore new possibilities beyond the limits and challenge the status quo. Being forever curious at IQOS is what ultimately enables our quest for the continuous development of better smoke-free alternatives versus smoking,' said Stefano Volpetti, PMI's President of Smoke-Free Products & Chief Consumer Officer. The project also marks the debut of the new experiential platform IQOS Curious X, intended to deliver inspiring experiences to the brand's ever-growing community of adult consumers. Curiosity—the engine of creativity and innovation—is at the heart of the journey experienced by the over 32 million users of IQOS globally. Curiosity is at the core of IQOS' quest to continuously innovate for the better, and this will be brought to life through a yearlong collaboration with SELETTI. The Piazza becomes an invitation to be curious and is influenced by SELETTI's approach—between classic and contemporary aesthetics and IQOS' passion to evolve beyond the ordinary. Through a multi-platform installation, featuring dynamic technologies and an ever-changing digital canvas molded by real-life interactions, the Piazza will transform itself from day to night into an archive of human connections—processing the memories, voices, and figures of those who pass through the exhibit. Paying homage to the bold contrasts and pop reinterpretations typical of SELETTI's work while at the same time experimenting with innovative codes, Sensorium Piazza transforms each guest from spectator to main character. '(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,' said Stefano Seletti, SELETTI's Creative Director & CEO. Curious X: Sensorium Piazza will be staged at Opificio 31, inside Tortona Rocks, open to visitors from April 8 to 13 2025 from 10:00 to 21:00 CEST each day. For adult smokers looking for more information on smoke-free alternatives to continued smoking, please visit IMPORTANT INFORMATION: IQOS is not risk-free and provides nicotine, which is addictive. Philip Morris International: Delivering a Smoke-Free Future Philip Morris International is a leading international tobacco company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company's current product portfolio primarily consists of cigarettes and smoke-free products. Since 2008, PMI has invested over USD 14 billion to develop, scientifically substantiate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. In 2022, PMI acquired Swedish Match—a leader in oral nicotine delivery—creating a global smoke-free champion led by the companies' IQOS and ZYN brands. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match's General snus and ZYN nicotine pouches and versions of PMI's IQOS devices and consumables—the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. As of December 31, 2024, PMI's smoke-free products were available for sale in 95 markets, and PMI estimates that 38.6 million adults around the world use PMI's smoke-free products. The smoke-free business accounted for approximately 39% of PMI's total full-year 2024 net revenues. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and aims to enhance life through the delivery of seamless health experiences. References to 'PMI,' 'we,' 'our,' and 'us' mean Philip Morris International Inc. and its subsidiaries. For more information, please visit and
