Design, Emotion, and Curiosity: A Conversation with Stefano Seletti

At Milan Design Week 2025, a bold reimagining of the traditional Italian piazza takes shape in the form of “Sensorium Piazza,” an immersive collaboration between IQOS and SELETTI. We sat down with Stefano Seletti, the creative force behind SELETTI, to talk curiosity, color, and creating the impossible.

Q: Stefano, congratulations on the Sensorium Piazza. Can you tell us about the idea behind this installation?

Stefano Seletti: Thank you. Yes, it’s a very exciting moment for us and for IQOS. The idea started with the concept of the piazza—a powerful symbol for Italians. It’s where I played football throughout my life, where people meet, talk, exchange ideas. We wanted to take that emotional core and redefine it for the future: a piazza of sensations, technology, and connection. It's a space that reflects memories and experiences in real time.

Q: What role did curiosity play in the design of this project?

Seletti: Curiosity is everything. It's the starting point. I've always been been, traveling with my father to factories and artisan workshops across the Far East. I was always experimenting—changing colors, materials, details. I’m not a designer in the traditional sense. What I do is take something normal and shift it emotionally. That’s what we’ve done with Sensorium Piazza.

Q: This is a truly multi-sensory space. How did you incorporate the senses into the design?

Seletti: It’s the first time we’ve gone this deep into a sensory installation. We integrated visuals, scents, even interactive elements like photo moments that become part of the installation itself. There’s also another project we’re doing now with an American artist—a lamp that records your own image, turns it into an artwork, and connects directly to your phone. We’re always exploring new ways for people to connect emotionally through design.

“I’M NOT A TRADITIONAL DESIGNER! I’M CURIOUS”

Q: How did this collaboration with IQOS take shape?

Seletti: Honestly, it was very natural. IQOS loves to push the boundaries, and so do we. They gave us a perfect technological instrument—probably the best in the world for smoke-free innovation—and we added emotion, decoration, and storytelling. It’s a true meeting of minds. We didn’t want to just create a product or a room. We wanted to create something nobody has done before.

Q: Was anything particularly challenging in creating this installation?

Seletti: Yes—technology gives you many possibilities, but I always chase the thing they say can’t be done. That’s the challenge. I want what’s impossible. So we had to push, test, fail, and start again. But the result is something really special.

Q: How do you approach collaborations creatively?

Seletti: I always begin with emotion, not functionality. I’m not a technician or an industrial designer. I think about what the product will make people feel. That’s how I approached this project with IQOS. Together, we created a piazza full of emotion and innovation. It’s not just beautiful—it’s alive.

Q: What would you like visitors to take away from Sensorium Piazza?

Seletti: I hope people leave feeling curious. Not just about SELETTI or IQOS, but about the world around them. If we’re curious, we can start thinking differently. That’s how we redesign the world—and we really need to start doing that, together.

Q: And finally, if you had to describe your design philosophy in three words…?

Seletti: I’d say: Emotional. Curious. Unexpected. Or maybe just: “Not a designer.” (laughs) But I think that’s the magic. I don’t follow rules. I follow what moves people.

An Interview with Stefano Volpetti, President Smoke-Free Products & Chief Consumer Officer, Philip Morris International

We sat down with Stefano Volpetti, President of Smoke-Free Products and Chief Consumer Officer at Philip Morris International, to talk about the collaboration, the role of design in transformation, and what curiosity means for the future.

Q: Stefano, congratulations on this collaboration. Can you tell us more about how it came together?

Stefano Volpetti: Thank you. Our collaboration with SELETTI was born from a shared belief in the power of curiosity as a driver of innovation. SELETTI’s ability to reinvent everyday objects with imagination and emotion aligns perfectly with what we’re doing at IQOS—reimagining products that are part of people’s lives, and transforming them into better alternatives. This partnership felt natural, especially as we accelerate toward our goal of a smoke-free future.

Q: Why did IQOS choose to enter the world of design and art through Milan Design Week?

Volpetti: For us, design isn’t just about aesthetics—it’s about behavior change. One often overlooked factor in helping adult smokers switch from cigarettes is how important the product’s design is. If a product is elegant, intuitive, and desirable, it's more likely to be adopted. Milan Design Week offered the ideal platform to showcase our design philosophy while connecting with a creative, forward-thinking audience.

Q: SELETTI is known for being bold and even controversial in its designs. Is that intentional for IQOS too?

Volpetti: Absolutely. To drive unprecedented change, you must be bold. Working with edgy, daring creatives helps push the boundaries of what’s possible. That doesn’t mean we implement every idea as-is—but it gives us inspiration and direction. Our future collaborations will continue to tap into this pool of curious, creative thinkers who challenge conventions.

Q: The Sensorium Piazza blurs the lines between physical and digital. What role does technology play in IQOS’s future?

Volpetti: Technology has always been central to IQOS. From our first-generation device with a heating blade to our current models using modern induction heating, we’ve consistently evolved. Design improvements—like separating the charger from the holder and making devices more compact—have made the experience more enjoyable. The Sensorium Piazza reflects our belief that technology and emotion can co-create immersive, human-centric experiences.

Q: What’s the biggest challenge you face in leading this transformation?

Volpetti: Without a doubt, misinformation. Many people still wrongly believe that nicotine causes smoking-related diseases, when the real culprit is combustion—the act of burning tobacco. Nicotine is addictive and not risk-free, but does not cause cancer. And addressing misperceptions is our biggest challenge and opportunity. When people are informed, they’re more open to switching.

Q: How is PMI shifting its public perception—from a cigarette company to a change agent?

Volpetti: That shift is happening. A decade ago, many wouldn’t even talk to us. Today, we’re welcomed for our science, transparency, and commitment. We’ve changed drastically from the company we were ten years ago. Our vision now is focused on delivering a future without cigarettes—and this is increasingly being recognized.

Q: Are you curious about anything right now?

Volpetti: Yes—I'm curious to see which country will be the first to make cigarettes obsolete. I have a guess, but I’ll keep it to myself for now. I also believe we’ll see our innovation applied in wellness and healthcare fields. Curiosity always leads us somewhere meaningful.

Q: Any final thoughts you'd like to share with our readers?

Volpetti: Just this: Never stop asking “what if?” or “why not?” That’s how we arrived here, and that’s how we’ll continue pushing boundaries to build a smoke-free world—together.

The trip to Milan was organized by Philip Morris Management Services (Middle East) Ltd.