It is the all -Italian concept of square, The place par excellence where people meet, converse, they connect that inspires Curious X: Sensorium Piazza, the installation that Iqos leads to Milan Design Week with the signature of Select.
Set up toOpificio 31inside Tortona Rocks, From 7 to 13 April 2025from 09:00 to 18:00, the project wants to be an open reimagination of the traditional Italian square. A multisensory place, which will bridge the physical world and an unexpected digital dimension, where art and technology intertwine to create significant and extraordinary interactions.
The project also marks the debut of the new experiential campaign Iqos Curious Xdesigned to offer stimulating experiences to the growing community of adult consumers of the brand1. There curiosity It is the search engine Iqos For a continuous innovation, and which materializes in a one year long collaboration with Seletti, an iconic brand in the panorama of Italian design.
The square therefore becomes an invitation to curiosity, transforming itself into an archive of human connections, memories, voices and figures of those who pass through the exhibition. Paying homage to the bold contrasts and pop reinterpretations typical of Select’s work, while experiencing innovative codes, Sensorium square transforms the audience from spectator to protagonist.
1 Source: PMI Fourth-Quarter End Year 2024 Earnings Release
Source: Vanity Fair
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