The IQOS Boutique Victoriei opened on June 26, expanding the IQOS network to 120 locations. The space combines design, art, and technology.

On June 26, Philip Morris Romania inaugurated the IQOS Boutique Victoriei, a new retail concept that joins flagship stores in cities like Milan and London. This opening marks an important milestone in the company's Retail 2.0 strategy, aimed at creating an experience platform for adult IQOS consumers.

The boutique integrates contemporary design elements and technology, including an interactive art installation created by artist Sebastian Comănescu, part of the 'Curiosity Studio' project. This installation reflects the urban identity of Bucharest and allows visitors to interact with the space. IQOS, a leader in the heated tobacco product category, continues to develop in Romania, aiming to accelerate the transition to a smoke-free future.

The opening of the IQOS Boutique Victoriei underscores the company's commitment to providing alternatives for adult smokers, transforming stores into cultural and interaction centers.