Seabrook Studio, a creative studio based in Prague, has unveiled a bespoke modular lounge system that gives waste a new role in design. The project transforms used IQOS smoke-free filters into a functional and lasting piece of furniture for the brand’s premium stores. The ultimate goal was simple: to create something purposeful and enduring from material that would otherwise be thrown away.
The innovative design centers around a recycled filling made from cellulose acetate, recovered from over a thousand used IQOS smoke-free filters. This commitment to sustainability is a core element, as the seating was designed for reuse from the outset, ensuring the recycled material is used in a functional rather than merely decorative way. The resulting lounge seating quickly evolved into a modular system, offering something useful, unexpected, and exactly what IQOS needed for their retail environment.
Reflecting the brand’s aesthetic, the seating aligns with IQOS’s sleek and minimal visual language. The silhouette follows the same streamlined logic as the devices themselves, embracing a philosophy of “nothing unnecessary, nothing overstated”. For its base form, the design takes inspiration from the triangular shape of the IQOS key. This considered piece of design fits organically into the brand’s environment , resulting in a clear, cohesive shape that holds together both visually and structurally.
As a modular system, each piece is designed to work either individually or as part of a larger cluster. The versatility is enhanced by pieces that include low backrests and others that are left open, allowing for a relaxed overall composition. This enables the modular seating to adjust to the space’s specific needs—whether that means lining a wall, anchoring a shared lounge zone, or softening a corner. The layout can shift easily to different locations without compromising the overall design language.
The furniture features a seamless construction, presenting a form that is smooth and uninterrupted. Every connection and piece of hardware is concealed within the structure, ensuring a clean and continuous surface. Furthermore, some seats incorporate an interchangeable sleeve that serves to tell the story of the recycled filling inside. This sleeve attaches with Velcro and can be easily swapped for different events or languages, providing context while maintaining design consistency.
Turning the story of waste recycling into something interactive, a zip is located underneath the cushion. With a brand representative present, this allows the recycled filling to be seen and touched , creating a direct connection between people and the material and process behind the innovative design. What started as an idea to recycle waste materials has now become part of the brand’s physical world , making its debut at the Karlovy Vary International Film Festival and currently found in premium IQOS locations in the Czech Republic and Slovakia. This project, a collaboration between Seabrook Studio and client Philip Morris, is compelling proof that thoughtful design can make a brand experience tangible.