When IQOS meets Seletti: A playground of curiosity

Stepping into Pirelli Hangar Bicocca in Milan, Italy was like entering a world suspended between the past and the future. The raw brick walls echoed the building's industrial past, while bursts of laser lights and floor-to-ceiling LED screens-like glowing monoliths-lit up the space. The air vibrated with anticipation, and it was clear from the first step that the night would be unforgettable.

- REY ROBES ILAGAN

Philip Morris International (PMI) celebrated IQOS Sensorium Worlds Milan, the pinnacle of a yearlong collaboration with renowned Italian designer Stefano Seletti, on Oct. 25. From the Sensorium Piazza at Milan Design Week earlier this year to the Curious Minds workshop in Seletti's studio, 20 multidisciplinary artists joined forces to co-create an immersive installation that premiered in this extraordinary space.

Designed as an immersive playground for the senses, Sensorium Worlds fuses bold art with extraordinary sound, inviting visitors to explore, wonder, and connect. It reflects the shared ethos of IQOS and Seletti of innovation, curiosity, anda drive to challenge conventions. Just as Seletti transforms the everyday into art, IQOS reimagines tobacco enjoyment, empowering more than 34 million adult users worldwide.

On stage, the architects of this vision shared the spotlight: Alina Igritskaya, global head of Brand Marketing for Heated Tobacco Products at PMI; Oggie Kapetanovic, president of Heat-not-burn/IQOS at PMI; Stefano Volpetti, chief consumer officer and president of Smoke-free products at PMI; and Stefano Seletti, creative director and managing director at Seletti.