Redefining Design: Stefano Seletti on the Seletti x IQOS Collaboration
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.
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Daily News Egypt
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- Daily News Egypt
Philip Morris Misr launches ‘IQOS ILUMA i' in Egypt, marking technological leap in smoke-free innovation
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Tahya Masr
23-06-2025
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Philip Morris Misr launches IQOS ILUMA i offering a technological leap in the world of smoke-free products
Philip Morris Misr has announced the launch of IQOS ILUMA i in Egypt, the latest and most innovative addition to its portfolio of smoke-free products. As the newest generation of IQOS devices, IQOS ILUMA i reflects PMI's ongoing commitment to scientific innovation and the development of better alternatives for adult smokers who would otherwise continue to smoke or use nicotine products. This launch reinforces PMI's global vision for a smoke-free future, leveraging science and advanced technology to deliver nicotine without combustion. 'We leverage science, world leading brands and commercial capabilities to provide better alternatives to our consumers' said Ali Nevzat Karaman, Managing Director of Philip Morris Egypt & Levant. 'IQOS ILUMA, launched in Egypt in 2023. Today, we take IQOS to new heights. IQOS ILUMA i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems.' The new IQOS ILUMA i device is considered a breakthrough in tobacco heating technology. It features the innovative SMARTCORE INDUCTION SYSTEM™, which heats tobacco internally without combustion, giving users a cleaner, residue-free experience without the need for constant cleaning. Like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with cigarettes(1) (2) The device features a smart design, including an interactive touchscreen for easy viewing of usage information, as well as a Pause Mode feature that allows users to pause their experience for up to 8 minutes and seamlessly resume it flexibly without wasting energy. The FlexPuff feature also allows users to customize their usage, while FlexBattery technology helps extend battery life and reduce electronic waste. The IQOS ILUMA i device continues to use TEREA tobacco sticks, just like previous IQOS ILUMA devices, ensuring a consistent and integrated user experience without the need to change sticks or adopt new systems, enhancing ease of use and providing a seamless transition between different versions. For his part, Mircea Zetel Serafim, Director of Smoke-Free Products at Philip Morris Egypt & Levant, said: 'People smoke for different reasons, not just nicotine, but also taste, sensory experience, and ritual. No one smoke-free product will meet all adult smokers' preferences; a portfolio of alternatives is required. Our Heat-not-Burn product category has a range of product types that will evolve to meet changing consumer preferences while taking advantage of developments in technology and science. The drive for continuous innovation has guided everything we've done for last 10 years. With IQOS Iluma I we're bringing everything we've learned so far in the shape of our most advanced device yet' Philip Morris International is committed to a smoke-free future, driven by the belief that innovation can meaningfully transform the tobacco industry. The company sees smoke-free alternatives as a pragmatic way to accelerate an end to cigarettes. 'We believe that traditional cigarettes will belong to museums within the next 10 to 15 years and this vision is the true driving force behind our continued journey of research and development. In the same context, the company offers a diverse range of smoke-free products, aiming to provide an appealing option for every adult smoker to help them make the definitive switch away from cigarettes' said Ali Nevzat Karaman Since 2008, PMI has invested over $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. As of December 31, 2024, PMI's smoke-free products were available for sale in 95 markets, and PMI estimates they were used by 38.6 million adults around the world. The smoke-free business accounted for 42% of PMI's first-quarter 2025 total net revenues. Adult nicotine users looking for further information on IQOS ILUMA i, its features, and additional important information can be found on For more information about our science, please visit: Science Behind PMI's Smoke-Free Products | PMI Science (1) '95% less' represents the average reduction of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which does not include nicotine. See Important Information on (2) Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults .
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.
