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April 7, 2025, Milan – It was at the heart of the Milan Design Week That Philip Morris International (PMI) lifted the veil on his new ambitious project: Iqos Curious X. In partnership with the famous Italian designer Seletti, the launch event was held on Monday April 7 at Espace Opificio 31, in the Tortona Rocks district, marking the kick -off of an immersive installation called Sensorium Piazza.
L’initiative Curious X embodies the new IQOS brand experiential commitment platform, which today has more than 32 million adult users in the world that have chosen to abandon cigarettes. It symbolizes the Motoring force of curiosityseen as a catalyst innovation, creativity and positive transformation.
“Being perpetually curious is what pushes us to go beyond the established limits and to imagine always better alternatives to cigarettes,” said Stefano Volpetti, president of smokeless products at PMI. “With Curious X, we want to create experiences that inspire, engage, and which give a new meaning to the meeting between art, technology and well-being. »»
Sensorium square is a daring reinterpretation of the traditional Italian piazza. Thanks to a clever mix between physical world and digital universethe installation offers a multisensory space where visitors are invited to interact, connect and leave their footprint. The work evolves throughout the day, carried by technologies immersivesbewitching sounds and subtle fragrances, reflecting the memories and voices of those who cross it.
-True to its artistic signature, Selletti breathes into Sensorium Piazza its unique aesthetics mixing classical art, pop culture and contemporary creativity. “Our philosophy is that of the (r) evolution,” explains Stefano Seletti, creative director of Seletti. “It is by breaking the codes that we invent from the new, and that we can make a priori distant universes dialogue to offer a really unprecedented experience. »»
The installation will remain open to the public from April 8 to 13, and constitutes the first act of a collaboration that will extend all year round. This will culminate in October 2025 by an event of Closing celebrating the senses and creativity.
Through Curious X, PMI reaffirms its ambition: to build a smokeless future, by putting curiosity and human at the heart of its innovation approach. IQOS, the world leader in heated tobacco systems, embodies this desire for sustainable transformation, by offering adult smokers alternatives without combustion and potentially less harmful.
One more step towards a smokeless future. And towards a world where creative audacity is celebrated.
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