“One of the most famous designers in the world," according to a 2021 Forbes Magazine article, Ïto has garnered international recognition thanks to his extraordinary talent for making complicated things beautifully simple through smart and streamlined design solutions, an approach to design that he calls 'Simplexity'. This approach seeks to strip down products to their essence, making them intuitive and accessible while retaining a sophisticated backbone that's rooted in advanced technology and thoughtful consideration of form and function.

From architecture and transport projects to furniture and cosmetics, his ultra-modern, sculptural designs for some of the world’s most iconic brands like Cassina, Artemide, Guerlain, and Accor are underpinned by his conviction that modern design should be both aesthetically pleasing and deeply functional, an idea that formed the basis for his collaboration with Ploom.

What attracted Ïto to Ploom was its organic, pebble-like form that naturally fits in the palm of your hand, as well as its 'invisible' technology – "I don’t like it when you can see the effort behind the design," Ïto explains. The device’s elegant minimalism belies an innovative heating technology, the product of R&D in California and Japan that ensures seamless operation, offering an authentic, smokeless tobacco experience. For the Special Edition Red, Ïto has complemented Ploom’s sleek form and high-tech engineering with a vibrant red finish that instantly captivates.

"Red is an assertion,” Robert Motherwell famously said, “it is not only a physical phenomenon but also a spiritual one," while Gerhard Richter pointed out that “red is a colour that you cannot take lightly—it always means something more.” For Ïto, “red represents our love for products that are bold, exude passion and bring the senses to life" – it’s also his favourite colour. Moreover, red has a fascinating intensity that can imbue an object with a unique aura; “just place a red object in an empty room and you will feel its unique energy,” the designer explains.

The captivating power of red was on full display at the “Red Experience By Ploom X Ora Ïto”, an interactive event celebrating the launch of the limited edition heated tobacco device during Milan Design Week. Taking over Ploom’s showroom on Via Tortona, Ïto’s creative universe met Ploom’s innovative ethos in an immersive installation dominated by the sensuous red hue of the Special Edition Red, namely, PANTONE 3517 C. The colour’s sensuous intensity was showcased not just by the glossy red surfaces that dominated the scenography but also by some of Ïto’s most iconic collaborations in the same red hue. Products on display included Ïto’s coffee table for Roche Bobois, the Ufo lounge chair for Vondom, the Ico Chair for Cassina, the Times Square wall clock for Guzzini, and the Angell Bike.

Combined with Ploom's Special Edition Red, the ‘techno-organic’ sensibility of the product line-up embodied the concept of ‘Simplexity’; as so did the installation. Minimalist in aesthetic, the futuristic setting nevertheless offered a rich spatial experience thanks to a mesmerising interplay of light and mirrors. The juxtaposition between the apparent simplicity of the setup and the sense of mystery and intrigue it conveyed guaranteed a memorable visit, evocatively encapsulating Ploom and Ïto’s shared vision of harnessing the power of design to create unique, user-friendly experiences.