«IQOS Curious Minds» is the global initiative launched by IQOS, in collaboration with Seletti as a visionary partner, for a journey dedicated to interaction, experimentation and, above all, curiosity.
The Seletti showroom features all of the brand's popular products, including those created in collaboration with Toilet Magazine. There, you won't find the solemn silence of a gallery, but a completely different atmosphere: the sounds of conversations in dozens of languages ????intertwine like a symphony orchestra. Amidst tables filled with sketches, fabrics, paints and tablets displaying digital illustrations in progress, artists discuss new languages ????and influences.
A bold experiment, with over twenty creators from around the world, led by creative director Stefano Seletti, to create a unique workshop, a laboratory where curiosity became the catalyst for IQOS Curious Minds, the global IQOS project that celebrates creativity as a force that challenges the status quo. Two days of creative chaos, conceived to shape new artistic perspectives and to place interactivity, diversity and the desire to rewrite the rules of design at the center.
Stefano Seletti welcomes 20 artists from around the world
The collaboration between IQOS and Seletti is based on a shared vision: on the one hand, a brand that has reinvented the experience of adult smokers through less harmful alternatives, supported by innovation and technology; on the other, an Italian design brand that has always revolutionized everyday life, turning it into an aesthetic object of reflection. Both share the conviction that innovation is not simply an end in itself, but a lens through which to see the world differently, more freely and boldly.
20 artists, 20 visions, one concept
Among the international artists, including fashion designers, illustrators, graffiti artists, architects, conceptual artists, industrial and graphic designers, was Albanian digital creator Geri Prendushi, who sees a curious mind as a mechanism that changes and evolves with time, but also as a process of self-knowledge and experimentation on different aspects. Geri describes this experience as surreal and as an opportunity to combine elements of tradition, giving them a local approach, but combined with modernity and a contemporary dimension.
The workshop at Seletti marked the second chapter of IQOS Curious Minds, a journey that has been ongoing throughout the year, involving not only the artistic community, but also adult IQOS users in an open and inclusive dialogue.
Following the installation during Milan Design Week 2025 — an invitation to imagine new spaces for encounters and connections — and the launch of the IQOS Curious X campaign, designed to offer experiences that push the boundaries of innovation through collaborations with extraordinary creators, the journey will culminate at the end of October with IQOS Sensorium Worlds, a global event in Milan, where the ideas born during the workshop will take shape.
The goal is clear: to promote curiosity as a transformative force, capable of bringing about change and reaching out towards new, yet unexplored horizons.
Because, in the end, curiosity is not just a creative spark — it's an attitude, a way of being in the world. And with IQOS Curious Minds, it becomes the key to imagining together a future that isn't afraid to challenge the boundaries of what's been seen so far.
