Consistent with its mission to build a smoke-free future, IQOS – the number 1 tobacco heating system globally – launched a new collection of devices in Milan at the Sensorium Worlds event. This limited edition collection is created by SELETTI, the Italian design brand recognized for its bold and innovative approach. The collection marks the collaboration announced at Milan Design Week in early 2025.
“This partnership is an important step in our journey towards a smoke-free future. Together with creators like SELETTI, who share our commitment to innovation and the courage to defy convention, we aim to inspire millions of adult smokers to make the transition to less harmful alternatives. We believe that through curiosity and creativity, we can open new horizons and profoundly transform tobacco experiences. Curiosity is the energy that makes us explore, look at things from different angles us, to inspire the people around us and question what we consider normal,” said Marek Gebski, Director of Smoke-Free Products, Philip Morris Romania.
The collection was launched in Milan at the Sensorium Worlds event, in an immersive space where bold art met extraordinary sound imagined by the Adriatique tandem to create authentic moments of human connection. This vision was born through the artistic meeting between the exploratory spirit of IQOS and the explosive imagination of Stefano Seletti, the master of unexpected reinterpretations.
Mihai Octavian, one of the IQOS guests at the event in Milan, said that “everything was intense, creative and very inspirational”. Mihai also stated that “[…] the atmosphere was incredible. The huge screens, like digital buildings, transported us to a futuristic world, full of color and moving art. The IQOS community is super chic, with relaxed and cool people.”.
Following the event, Mihai also made a aftermovieshowing the IQOS event through his lens and perspective as a fashion filmmaker worldwide.
“The SELETTI and IQOS brands complement each other and align very well around two values that I consider essential: innovation and courage. In both cases, I see a desire to innovate and a courage to change,” said Stefano Seletti, Creative Director and Managing Director, SELETTI.
The limited edition IQOS ILUMA ix SELETTI collection combines the refined design of IQOS with the bold artistic expressiveness of SELETTI – from textured gold accents to fine metallic finishes. The limited edition is available for IQOS ILUMA i PRIME and IQOS ILUMA i devices and includes a number of unique accessories designed for members of the IQOS community to personalize their devices.
Photo taken by Adi Bulboacă
“The bold contrast between gold – symbol of brilliance and innovation – and black, which evokes depth and mystery, reveals a powerful visual expression. It is the spark that ignites an idea, that unexpected detail that gives birth to creativity and transforms everything into something memorable,” emphasized Stefano Seletti. “SELETTI's zig-zag pattern, in gold and black, is a bold visual statement — an unpredictable route that reflects the designer's rebellious spirit and desire to transform the everyday into lasting and memorable,” added Marek Gebski.
Present at the Sensorium Worlds event in Milan, Adi Bulboacă, a photographer, said that: “Seletti's collages and patterns remained imprinted on my retina and it was confirmed to me again that the sky (one of the artist's motives) is the only limit of human creativity, so for the moment I can quietly say “AI, one more turn is waiting”.”
Photo taken by Adi Bulboacă
IQOS reaffirms its commitment to inform adult smokers and those close to them about the existence of smoke-free alternatives that are less harmful than continuing to smoke. Through this approach, it encourages people to quit smoking in favor of less harmful options, supports and celebrates the decision of those who choose to change. Adult smokers looking for information about smoke-free alternatives to continuing to smoke can visit https://www.iqos.ro.
[IQOS] supports the choice of more than 34 million adult smokers who have decided to quit cigarettesIQOS is not without risks. It releases nicotine, which is addictive. IQOS is intended for adults who would otherwise continue to smoke or use nicotine products.
Source: PMI Q2 2025 Earnings Release.
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