Twenty artists from across the globe – from Georgia to Indonesia, Japan to Serbia – premiered their works in a stunning projection at Pirelli HangarBicocca in Milan. The immersive visual experience transformed the iconic installation into a digital canvas, marking the culmination of the Iqos Curious X x Seletti collaboration: Sensorium Worlds.
Born from the belief that curiosity drives creativity and innovation, Curious X offers stimulating experiences to a growing community of adult users. Sensorium Worlds creates a space where art, technology, and imagination intersect, challenging stereotypes and opening new expressive possibilities.
The concept was developed during the Curious Minds workshop in June at Seletti’s factory in Cicognara, Parma, where artists collaborated to shape an experience that blends artistic vision and immersive storytelling.
“Curiosity pushes us to evolve and generate positive change,” said Stefano Volpetti, Chief Consumer Officer and President of Smoke-Free Products at Philip Morris International. Stefano Seletti, Creative Director and CEO of Seletti, added, “The creative process was full of ideas and enthusiasm. It was a privilege to bring together such a diverse group of multidisciplinary artists.”
During the evening, the Limited Edition Iqos Iluma x Seletti was unveiled, merging technology with artistic vision. “This event is not only unique in an iconic setting but also celebrates our journey to transform cigarettes into museum-worthy objects,” said Pasquale Frega, CEO of Philip Morris Italia. “It represents a profound change in our business, from products to technology, operations, and consumer engagement.” Over two million adults in Italy have chosen smoke-free alternatives, leaving traditional cigarettes behind.