How Seletti Elevates the Everyday Through Its Collaboration with IQOS
Brought to you by IQOS
Disclaimer: This article contains mention of tobacco heating devices. Please disregard if you are not a legal aged nicotine user.
The simplest objects often go unnoticed—but what if those same items could surprise, delight, or even start a conversation? That’s the question Italian design house Seletti has been exploring for decades. Since its founding in 1964, the brand has built a reputation for turning the mundane into something extraordinary by balancing wit, irony, and a whimsical sense of wonder. Each piece carries an invitation to find beauty in the things we often overlook.
Now, that same playful philosophy takes on new form in a striking collaboration with IQOS, a premium smoke-free device that heats tobacco instead of burning it. To bring this partnership to life, selected IQOS stores including Publika, 1 Utama, and Taman Sutera (Johor) will be adorned with vibrant Seletti art pieces that let visitors experience the collection’s bold, tactile charm firsthand. Together, they’ve reinterpreted a modern lifestyle device as a statement of creativity and individuality.
DESIGN THAT DEFIES CONVENTION
Founded by Romano Seletti in Mantua, Italy, the brand began as an importer of daily essentials before evolving under Stefano Seletti’s creative direction into one of the world’s most recognisable names in contemporary design. Rather than creating objects meant only to be admired, Seletti designs pieces meant to be lived with. Its portfolio blurs the line between pop art and practicality: porcelain tableware disguised as takeaway containers, lamps shaped like curious monkeys or mischievous mice, and furniture that fuses fine art with the visual language of street culture.
This approach reflects Seletti’s larger mission: to democratise art and encourage us to live with it, not just admire it from afar. With the tagline “More than meets the eye,” Seletti continues to remind us that great design isn’t just about how something looks, but how it makes us see the world differently.
A COLLABORATION IN PERFECT CONTRASTS
At first glance, Seletti and IQOS may seem like an unlikely pairing—one celebrates bold eccentricity, the other embodies understated sophistication. Yet the Seletti x IQOS Limited Edition Collection finds perfect harmony between the two, merging art and technology into a single expression of creativity.
Known for its refined engineering and minimalist design, IQOS provides the perfect canvas for Seletti’s signature vibrancy. Wrapped in the brand’s distinctive zig-zag motif and finished with golden accents, each piece in the collection radiates tactile energy and modern elegance. Seletti infuses IQOS with a sense of play, while IQOS grounds Seletti’s imagination in craftsmanship and precision. They’re designed not only to fit comfortably in your hand but to look just as striking when placed on a desk, in a bag, or on display.
“The values of Seletti and IQOS complement each other perfectly: innovation and audacity,” said Stefano Seletti, Creative Director of Seletti.
A CLOSER LOOK AT THE COLLECTION
At the heart of the collaboration are two standout devices: the IQOS ILUMA i PRIME X Seletti Limited Edition (RM599) and the IOQS ILUMA i x Seletti Limited Edition (RM319). The ILUMA i PRIME captivates with its rich texture and bold design, while the ILUMA i delivers the same eye-catching aesthetic in a sleeker, more compact form.
Completing the collection are accessories that bring both flair and functionality to the forefront, such as wraps for the ILUMA i PRIME chargers (RM110), doors for the ILUMA i device (RM90), and rings for IQOS holders (RM89).
More than a meeting of style and innovation, the Seletti x IQOS collaboration reflects how design continues to evolve alongside the way we live. By reimagining functional tools as expressive design statements, the partnership challenges us to see everyday objects not as background items but as extensions of our personality and creativity.
In true Seletti fashion, it turns the familiar into something worth a second look, proving that good design doesn’t just decorate life; it transforms how we experience it.
To purchase the Seletti x IQOS collection, visit iqos.com or selected IQOS stores at Publika, 1 Utama, SS15 (Subang Jaya), Taman Sutera (Johor), The Landmark (Penang), and Melaka. While stocks last. For more information, you can also visit @iqos_my on Instagram.
Disclaimer: IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.
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