An immersive piazza installation that united design, technology and music.

At the heart of the exhibition stood a striking digital art installation by Italian designer Stefano Seletti, transforming the space into a reimagined contemporary piazza — a vibrant hub of creativity, innovation and connection. Within this immersive environment, IQOS presented an exclusive selection of limited-edition devices designed by Seletti, where cutting-edge technology met refined design in a bold expression of modern culture.

The exhibition also unveiled Seletti’s latest design line, showcasing his distinctive blend of playfulness and sophistication. A dedicated workshop area hosted a dynamic programme of talks, panels and collaborative sessions, inviting audiences to engage with design as a living, participatory experience. Discussions explored the intersection of tradition and modernity, the evolving role of design in the Middle East, and the relationship between creativity, culture and technology.

As day turned to night, the venue evolved into a lively cultural stage featuring performances by regional rappers, DJs and artists — merging design, music and community into a shared celebration of creativity. This convergence of disciplines reflected the shared vision between IQOS and Stefano Seletti, connecting innovation, artistry and everyday life, and transforming ordinary moments into expressions of imagination, culture and dialogue.

About IQOS Curious & Seletti:

IQOS Curious is a platform for creatives to experiment and fuel creative ideation to experience innovation in the world of music, art and design.

Seletti, founded in 1964, is a trailblazing design brand renowned for its eclectic and boundary-pushing approach. Combining innovation, art and functionality, Seletti transforms ordinary objects into extraordinary pieces that bring humor, charm and a bold aesthetic to everyday life.