An immersive piazza installation uniting design, technology and music.

At the heart of the exhibition stands 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 presents an exclusive selection of limited-edition devices designed by Seletti, where cutting-edge technology meets refined design in a bold expression of modern culture.

The exhibition also unveils Seletti’s latest design line, showcasing his distinctive blend of playfulness and sophistication. A dedicated workshop area anchors a dynamic programme of talks, creative panels and collaborative sessions that invite audiences to engage with design as a living, participatory experience.

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

Lastly, the activation will also oversee a talk, as follows:

The Intersection of Tradition and Modernity: A New Era for Middle Eastern Design.
Day: Friday, November 7
Time:11:00 AM to 12:30 PM

Co-hosts: Manuel Arnaut, Head of Editorial Content at Vogue Arabia, and Richa Rustagi, Managing Director for the Lower Gulf & Iraq at Philip Morris Management Services.

Panelists: Natasha Carella, Director of Dubai Design Week; Blaine Dodds, Director of PR & Earned Media – Smoke-Free Products at Philip Morris International; Stefano Seletti, Creative Director and CEO of Seletti; and Nadine Kanso, acclaimed jewellery designer.

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.