Philip Morris International collaborated with renowned design brand SELETTI to create a virtual, multisensory space where people can meet, converse, and connect as part of Milan Design Week in Italy. The project is titled “Curious X: Sensorium Piazza,” and “bridges the physical and digital worlds, creating an unexpected dimension where art and technology intertwine to create meaningful and extraordinary interactions,” all centered around the traditional Italian piazza. The exhibit will be available at Opificio 31, inside Tortona Rocks from April 7 to 13 2025.
“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,” said Stefano Volpetti, PMI’s President of Smoke-Free Products & Chief Consumer Officer. “Being forever curious at IQOS is what ultimately enables our quest for the continuous development of better smoke-free alternatives versus smoking,”
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,” the company said. “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.”
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.
