Philip Morris International and an Italian Design Brand Launch Limited-Edition IQOS Collaboration, Debuting in Japan Before Expanding to 13 Travel Retail Markets

Quick Takeaways

• The IQOS × Seletti collaboration was unveiled in Milan, introducing two products: a gold anodized aluminum collector’s edition (with a tin case) and a more affordable version.
• Japan gets the first launch, with expansion this year to 13 travel retail markets (including South Korea, Dubai, Italy, Switzerland, and Malaysia).
• PMI’s travel retail spans 500 airports, 260 of which already carry smoke-free products.
• Major airports will host creative pop-ups and interactive retail, signaling a shift from “transactional” to “experiential”; ZYN and VEEV were also showcased on site.

2Firsts, October 28, 2025 — According to TRBusiness, Philip Morris International (PMI) has partnered with Italian design brand Seletti to launch a limited-edition IQOS collaboration, with a global debut event at Milan’s Pirelli HangarBicocca. PMI positions the release as a “design- and culture-driven” initiative intended to advance the company’s smoke-free vision through creative storytelling.

The IQOS × Seletti line comprises two models: a high-end gold anodized aluminum collector’s edition packaged with a keepsake tin, and a more accessibly priced version. The products will launch first in Japan, then between October and December this year will appear at major airports via creative pop-ups and bespoke merchandising, before rolling out to 13 travel retail markets including South Korea, Dubai, Italy, Switzerland, and Malaysia. 

PMI says design collaborations are becoming a key part of its brand narrative. Earlier, the company worked with Japanese craft studio Kyogen to release Terea Kiwami limited packaging for Japan’s travel retail and domestic markets. The Seletti partnership further emphasizes “purposeful design,” aiming to use culture and storytelling to encourage a shift toward smoke-free products.

On business goals, PMI reports that 41% of global revenue now comes from smoke-free products, with a target to raise that share to two-thirds by 2030. Travel retail is a critical channel toward that goal—PMI’s business now covers 500+ airports, with smoke-free products available in 260 of them. The company will continue a multi-category strategy, offering choices including IQOS, ZYN, and VEEV for different usage occasions.

Stefano Volpetti, PMI’s Chief Consumer Officer and President Smoke-Free Products, said that “curiosity” is the inner drive behind change and the pursuit of better experiences. Mami Sakamaki, PMI Global Travel Retail (GTR) Director for Smoke-Free Products, noted that the Seletti collaboration stems from a shared commitment to innovation and “breaking conventions,” giving the design team broad freedom from the outset to deliver results “unlike the industry norm.”

The launch gathered international media, buyers, and opinion leaders, featuring immersive art and sensory experiences, with live performances by Italian rapper Coez and Swiss electronic duo Adriatique.

Cover image: TRBusiness