In an era when retail spaces are increasingly expected to do more than transact, a newly opened boutique in Glorietta is positioning itself as an experience first, a store second.

The multi-sensory Iqos flagship space, which opened Dec. 19, rethinks how legal-aged nicotine users encounter smoke-free alternatives. Rather than rows of counters and product displays, the boutique emphasizes atmosphere and interaction, with zones designed around scent, taste, personalization, and art.

“This space was designed to ignite curiosity through scent, taste, personalization, and art while showcasing Iqos innovation,” said Gijs De Best, president of PMFTC, the Philippine affiliate of Philip Morris International. “We are proud to open a boutique that elevates the retail experience and brings our smoke-free vision to life in a way that feels modern, premium, and immersive.”

At the core of the concept is a departure from conventional retail. Visitors are guided through a curated journey that includes a Scent Experience, the first of its kind in any Iqos store in the Philippines. For the opening period, the boutique is also hosting a mocktail pairing bar and an engraving station that allows users to personalize their devices, both available for a limited time.

An art wall installation adds another layer to the space, hinting at an upcoming Iqos x Isabel collaboration. The boutique’s launch followed a by-batch format, creating a more intimate and immersive experience for visitors rather than a single, large-scale opening event.

For PMFTC, the space reflects a broader shift in how smoke-free alternatives are presented to adult smokers.

“We recognize that adult smokers who would otherwise continue smoking and are considering better alternatives deserve more than just a place to purchase smoke-free devices,” said Atty. Ferdi Echiverri, communications director of PMFTC. “They need a home for smoke-free alternatives—a place where they can learn, interact, and feel confident in their choice to switch. That is precisely what we have built here.”

The boutique also underscores the growing local footprint of Iqos, which is positioned as a smoke-free alternative that heats tobacco instead of burning it. While the technology itself remains central, the Glorietta flagship shifts attention to how such products are introduced and experienced, placing equal weight on design, education, and engagement.

Located at Glorietta 3 in Ayala Malls, Makati City, the boutique opened its doors to the public on Dec. 19, offering a retail environment that mirrors a wider trend in lifestyle spaces, where consumers are invited not just to buy, but to linger, explore, and participate.