IQOS is giving its SM Mall of Asia boutique a new look. The space brings together retail, design, and art in a setting built around discovery.
A New Kind of Retail Experience
The revamped boutique opened on October 1, 2026, at the Entertainment Mall of SM Mall of Asia. It offers an immersive retail experience for legal-age nicotine users and existing IQOS consumers.
Instead of simply showcasing products, the boutique invites visitors to explore. It features personalized engagement and multi-sensory experiences. In this way, the store becomes more than a conventional retail space.
The redesign is also part of IQOS’ “Curiosity in Motion” campaign. The campaign explores curiosity as a starting point for discovering new ideas and possibilities.
For Vickna Tharmalingam, Senior Director for Smoke-Free Products at PMFTC, Inc., the boutique represents a new way to connect with consumers.
“The upgrade of our IQOS SM Mall of Asia boutique marks the next evolution of the IQOS retail experience,” Tharmalingam said. “More than a store, it is an immersive destination designed to bring legal-age nicotine users closer to the brand through deep engagement and unique experiences.”
Art Inspired by Manila Bay
Meanwhile, one of the boutique’s most distinctive features is a bespoke installation by Filipino artist Leeroy New.
New is known for working with reclaimed materials and found objects. For the installation, he used retired and repurposed IQOS devices.
The artwork takes inspiration from the waters of Manila Bay. As a result, familiar objects take on a new visual identity within the boutique.
The collaboration also adds another layer to the “Curiosity in Motion” concept. Instead of seeing the devices as they were, visitors can view them in a different way.
The installation also highlights the possibilities of transformation. Through art, ordinary objects become part of something unexpected.
“Through our collaboration with Leeroy New, we bring our ‘Curiosity in Motion’ campaign to life,” Tharmalingam said. “We celebrate curiosity as the engine for transformation, turning the ordinary into something extraordinary.”
Curiosity in Motion
Beyond the installation, the redesigned boutique brings together art, design, and product discovery. Visitors can explore IQOS offerings while experiencing the new space.
The store is also part of the brand’s effort to rethink the retail experience. Rather than relying on traditional product displays, IQOS incorporates design and creative collaborations.
As a result, the boutique offers a more interactive environment for its consumers.
Located at the Entertainment Mall of SM Mall of Asia, the IQOS Boutique Store is now open to legal-age nicotine users and existing IQOS consumers.
IQOS products contain nicotine, which is addictive, and are not risk-free. They are intended only for legal-age nicotine users.
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