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When we met Stefano Seletti at Dubai Mall, it was immediately clear why the collaboration between IQOS and SELETTI works: the man genuinely sees creativity as a moving target. “If you’re not trying to do something no one has done before, then what’s the point?” he told us during the interview, half reflective, half amused and with the exact energy that has built SELETTI into one of Italy’s most recognisable design disruptors.
That mindset is at the core of the ongoing IQOS × SELETTI partnership, which has been unfolding across multiple cities this year. Their latest chapter, Sensorium Piazza, reimagines the idea of a public square as a space powered by curiosity, technology, and human interaction. But more importantly, it represents a shared creative philosophy: pushing familiar ideas into new territory and treating design as an open conversation rather than a finished object.
During our conversation, Stefano spoke about how natural the collaboration felt from the start. “IQOS approached us with the idea of exploring curiosity, and that’s something that’s part of our DNA,” he said. “We like to take everyday things and give them a twist – something that lets people see differently.”
That “twist” is exactly what shaped the IQOS ILUMA i × SELETTI Limited Edition. With its gold accents and smooth metallic finishes, it deliberately leans into craftsmanship and visual presence. “We wanted something symbolic of brilliance and celebration,” Stefano explained. “You should feel the design, not just see it.”
The collaboration has been evolving since Milan, where it first caught international attention, and later through a creative workshop at SELETTI’s studio in Italy that brought together regional and international artists including Saudi calligrapher Ahmed Al Sulaimani. Their ideas continued to influence the project’s visual identity as it travelled and grew.
So why Dubai? Stefano’s visit tied into Dubai Design Week, where the project’s latest iteration was showcased. But our interview at Dubai Mall highlighted how collaborations like this resonate in a city that thrives on cultural crossover and experimentation. For IQOS, the partnership reinforces its focus on design-led thinking and its belief that curiosity drives innovation.
