Philip Morris opens third IQOS store
Philip Morris has opened its third UK IQOS store at Boxpark in London’s Shoreditch.
The move follows the launch of the brand’s first UK store on Soho’s Wardour Street last December and a second store which opened in Westfield London earlier this month.
The new East London store marks a further development in the brand’s pledge to convert 100,000 UK smokers to its heated tobacco product, IQOS, and to reach its goal of a smoke free future for the UK, where cigarettes are no longer sold.
Philip Morris has invested over £3 billion into research to develop a broad portfolio of potentially reduced risk products, which includes IQOS and its “heat not burn” technology.
Opening seven days a week, the Boxpark IQOS store will aim to offer a bespoke in-store experience for customers. Adult smokers will be given guided trials by trained IQOS staff to educate them about how the heated tobacco product works and discuss how they can switch to IQOS. Customers will also have the chance to customise their IQOS device at the store’s personalisation station.
Designed by creative agency Avantgarde, the Boxpark store is minimalistic with an all-white interior and a lightly coloured stone floor. It also features design details such as mirrors, hidden drawers and back lighting.
Peter Nixon, managing director of Philip Morris UK & Ireland, said: “This is a significant development in IQOS’s retail expansion in the UK and we are delighted that the Boxpark team has recognised the unique retail experience our IQOS store will bring. Our first store which launched in December of last year has seen a significant response from customers and we are thrilled to be bringing IQOS to East London as part of our growing retail expansion.”
