Some partnerships may not make complete sense at first glance, but on a second look, they work perfectly. The IQOS ILUMA i x SELETTI Limited Edition is one of those collaborations between two worlds that couldn’t seem more different. Until now, that is. On one hand, you have IQOS, the innovation-led brand that’s part of Philip Morris International’s drive towards better alternatives, while not risk-free, for smokers who would otherwise continue to smoke. On the other hand, there’s SELETTI, the Italian design house known for turning everyday items into works of art.

The result of this partnership isn’t something standard. It’s sleek, sculptural, and features smooth metallic gold finishes. “The intention was to bring something symbolic of brilliance, innovation, and true celebration of the senses,” said Stefano Seletti, SELETTI’s Creative Director and CEO. 

IQOS x SELETTI debuted their collaboration earlier this year at Milan Design Week. The partnership began during the event with the Sensorium Piazza, a reimagined Italian square that combined art, technology, and imagination. 

In June, the Curious Minds workshop in Cicognara, Italy, SELETTI’s home turf, gathered 20 artists from around the world to exchange ideas, challenge norms, and explore how familiar objects could be reinterpreted through design. Among them was Saudi calligrapher Ahmed Al Sulaimani, whose art added a regional touch to the campaign. The Sensorium Piazza was recreated for Dubai Design Week this November, displaying artwork created during the workshop, as well as the IQOS ILUMA i x SELETTI Limited Edition. 

“Our collaboration with SELETTI is driven by a mutual belief that curiosity fuels creativity and innovation,” explained Richa Rustagi, Managing Director for Philip Morris International in the Lower Gulf and Iraq. “Curiosity paves the way to groundbreaking creativity. It inspires us to connect, explore new possibilities, and challenge the status quo,” she added.

IQOS’s ability to constantly innovate proves that creativity will never go out of style, especially when it’s wrapped in an irresistible golden finish.