IQOS Curious X: Italian designer Seletti reinvents a piazza in pursuit of smoke-free world

Manila Bulletin

Philip Morris International (PMI) partnered with Italian designer Stefano Seletti to reinvent the traditional Italian piazza with modern installations for the Milan Design Week to pique the curiosity and build the interests of consumers on smoke-free products.  READ: https://mb.com.ph/2025/4/8/iqos-curious-x-italian-designer-seletti-reinvents-a-piazza-in-pursuit-of-smoke-free-world  Subscribe to the Manila Bulletin Online channel! - https://www.youtube.com/TheManilaBulletin  Visit our website at http://mb.com.ph Facebook: https://www.facebook.com/manilabulletin  Twitter: https://www.twitter.com/manila_bulletin Instagram: https://instagram.com/manilabulletin Tiktok: https://www.tiktok.com/@manilabulletin  #ManilaBulletinOnline #ManilaBulletin #LatestNews

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00:00And the truth is that ICOS has completely challenged and changed the status quo of our

00:21industry and our category.

00:23So this notion of changing the status quo, powered by curiosity, is what unites us.

00:31Think about it this way.

00:32Stefano Selletti has reinvented an Italian piazza.

00:35So an Italian square is a traditional place, it's a place of culture, a place of conversation,

00:45a place of connection.

00:47He has completely reinvented it.

00:51Imagine an Italian piazza, it's a physical space.

00:55He has put in technology, art and design to reinvent the experience and create a multisensorial

01:02experience in a way that nobody has ever done before.

01:06This notion of curiosity, the challenge, the status quo, and that's something that nobody

01:12has ever done before, is the essence of ICOS and therefore the partnership with Stefano

01:18Selletti became very natural in that moment.

01:21A giant and a small ant.

01:28But it was really important, it helped me to grow a lot.

01:33And I hope to have brought my own vision on that company.

01:49The first time that they approached me, I said, okay, it's a nice adventure, but we

01:58need to do something unique.

02:00Something that you never do it before.

02:03That's our concept.

02:05When we do a product, it should be a product that doesn't exist.

02:10So when we decide to do a lamp, we do a monkey lamp.

02:14That's completely different from the design point of view, the industrial design.

02:19When we decide to do tableware, we do a collection taking inspiration from the disposable product.

02:30So every time we do something new, we should do something new, something different, something

02:38a little bit disruptive, something that people, wow, what's happened?

02:43So we try to do the same thing also with ICOS.

02:47Well, it's difficult because we take some inspiration from the past, of course, with

02:53some building, the black and white building, for example, the bricks and something that,

02:57but also the black and white antique building or the bricks are designed with a new concept.

03:08It's something that is the line, the design is not from the past.

03:12So it's a mixture between the past and the modern, the past and the future.

03:16And then we add some graphical element, which we are working on, some pattern that we are

03:23launching during this week.

03:26And, you know, so we are working with different concepts.

03:30We're trying always to do something.

03:33We always have a very nice relation.

03:35So I always asking, demanding, demanding, demanding, which is the technology you never do,

03:43which is something, tell me what is difficult to do.

03:46So we always have a very good relation.

03:49It's a project that started three years ago.

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