Ideas reimagined

IQOS Lounge Seating

Two modular lounge seats with mint green upholstery and dark bases, one featuring an informational sleeve about recycled filling, set against a grey brick wall.

Two modern upholstered chairs in turquoise and slate, set against a grey brick wall. One chair features a curved backrest, while the other is backless.

Client

Phillip Morris

Services

Product design

Year

2025

Giving waste a new role in design

What happens when waste becomes something worth keeping?

IMMINENT first approached us with the idea to give used tobacco filters a second life. They developed an innovative filling made from recycled cellulose acetate, sourced from over a thousand used smoke-free filters. We used this material in a limited edition run of winter jackets.

When we collaborated with IQOS on that project, we saw the potential straight away. Turning it into seating felt like the next logical move. The idea quickly evolved into a modular lounge system, transforming waste into something useful, unexpected, sustainable and exactly what IQOS needed for their premium stores.

Product design Product design

From our earlier collaboration, we already had a good sense of IQOS' visual language, which is smooth, sleek and minimal. We wanted the seating to feel like a natural extension of that world. The base form takes inspiration from the IQOS key’s triangular shape, and the silhouette follows the same streamlined logic as the devices. Nothing unnecessary, nothing overstated. Just a thoughtful piece that fits organically into the brand’s environment and reflects the way IQOS designs.

A modular system that adjusts to the space

Each piece is modular, designed to work either on its own or as part of a larger cluster. Some include low backrests, while others are left open to keep the overall composition relaxed and versatile. This modular approach allows the seating to be shaped around the needs of the space, like lining a wall, softening a corner or anchoring a shared lounge zone. The layout can shift to different locations, adjusting easily to the spaces without compromising the design language.

Modular lounge seating system consisting of curved chairs with turquoise upholstered seats and navy bases. One standalone chair sits to the right, while six are arranged in a circular flower-like formation on the left.

Close-up of the interior shell of a modular lounge chair, showing a smooth, curved dark surface with small drilled holes, photographed on a concrete floor.

Seamless construction

The form is smooth and uninterrupted, with no visible screws or hardware. Every connection is concealed within the structure, keeping the surface clean and continuous. The result is a clear, cohesive shape that holds together visually and structurally. We developed the production and manufacturing in collaboration with Filip Krampla, whose know-how was key to making it all work.

Close-up of a modular lounge chair showing a turquoise upholstered seat and dark navy base. A black woven label is attached, printed with Czech text indicating that the chair’s filling is made from recycled tobacco stick filters.

What's inside?

Some seats include an interchangeable sleeve that tells the story of what’s inside. It attaches with velcro and can be swapped depending on the event or language, keeping the design consistent while making space for context. The current sleeve explains that each cushion is filled with a new recycled material, made from over a thousand used smoke-free filters.

There’s a zip underneath the cushion, which can be opened with a brand rep present. The recycled filling can be seen and touched, turning the story into something interactive. It’s a direct way to connect people to the material and the process behind it, through both messaging and experience.

Close-up of a person lifting the seat cushion from a modular lounge chair, revealing the hollow interior. The chair features a curved teal cushion and a dark base.

Close-up of a zippered seat cushion revealing its inner recycled filling made from repurposed tobacco filters, with textured teal upholstery on the outside.

Modular lounge chair with a curved backrest and mint green upholstery, set on a dark base. A fabric tag is attached to the side of the chair. The chair is positioned against a dark grey brick wall.

From festival to flagship

What began as an idea to recycle waste materials is now part of the brand’s physical world. The lounge seating made its debut at the Karlovy Vary International Film Festival, where it was used in IQOS’ venue and received an overwhelmingly positive response. Today, the chairs can be found in two premium IQOS locations in the Czech Republic and Slovakia. It’s proof that thoughtful design can carry a story and make the brand experience tangible, even through a seat.

The chair was featured in hrot 24. Photography by Vojtěch Veškrna.