Inspired by the waters of Manila Bay, the bespoke installation crafted from repurposed IQOS devices invites Legal-Age Nicotine Users to discover a next-generation retail experience of Curiosity in Motion.
MANILA, Philippines — IQOS is set to elevate the retail experience for adult consumers with the upcoming revamp of its store at SM Mall of Asia on October 1, 2026. Designed as a next-generation retail destination, the boutique aims to bring legal-age nicotine users and existing IQOS users closer to the brand through immersive multi-sensorial experiences, personalized engagement, and product discovery.
The newly renovated store represents the latest evolution of the IQOS retail experience with the space specifically crafted to offer an engaging environment designed to awaken the senses and allow adult consumers to explore the brand’s offerings.
“The upgrade of our IQOS SM Mall of Asia boutique marks the next evolution of the IQOS retail experience. 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, said Vickna Tharmalingam, Sr Director for Smoke-Free Products of PMFTC, Inc., the Philippine affiliate of Philip Morris International.
A major highlight of the reimagined space is a custom-created art installation by Filipino artist Leeroy New, who is known for working with reclaimed material and found objects. The bespoke artwork is inspired by the waters of Manila Bay and is entirely crafted from retired and repurposed IQOS devices. This collaboration embodies the brand’s campaign message, “Curiosity in Motion,” showcasing how curiosity can spark reinvention and transform familiar objects into entirely new forms.
Through our collaboration with Leeroy New, we bring our ‘Curiosity in Motion’ campaign to life, celebrating curiosity as the engine for transformation, turning the ordinary into something extraordinary. We invite legal-age nicotine users to look closer, explore further, and discover new possibilities with IQOS,” Tharmalingam said.
Beginning October 1, 2026, legal-age nicotine users and existing IQOS consumers are invited to visit the new IQOS Boutique Store at the Entertainment Mall, SM Mall of Asia to experience this unique journey of art, design, and innovation.
For adult smokers and users of nicotine products looking for more information on smoke-free alternatives to cigarettes, please visit https://iqos.com.
