IQOS Collaborates with Italian Design Brand SELETTI: Introducing the 'Curious X: Sensorium Piazza' at Milan Design Week

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April 7, 2025

Philip Morris International (PMI) announced a creative partnership with Italian design brand SELETTI to launch “Curious X: Sensorium Piazza,” an immersive, multisensory installation at Milan Design Week (April 8–13, 2025, Opificio 31, Tortona district). The interactive experience reimagines an Italian piazza through art, technology, and real-time visitor input, evolving from a daytime social space into a nighttime digital canvas that archives human connections.

This marks the debut of PMI’s new “IQOS Curious X” experiential platform, aimed at its community of over 32 million adult IQOS users (out of 38.6 million total smoke-free product users worldwide). The year-long collaboration with SELETTI emphasizes shared values of curiosity, innovation, and pushing creative boundaries, reinforcing PMI’s ongoing transformation: smoke-free products now represent ~39% of total 2024 net revenues, available in 95 markets.

Source: https://www.pmi.com/investor-relations/press-relea...

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