Rinna Soriano’s favorite part of her work is sanding. At her workbench, she stays focused, following the grain, adjusting to changes in its direction. Narra, she has learned, can have interlocking grain. A piece of mango once proved particularly difficult until a worker explained that she had reached the point where a branch once grew […]
Glorietta Welcomes IQOS’ New Immersive Flagship Store for Legal-Aged Nicotine Users
PMFTC, the Philippine affiliate of Philip Morris International (PMI), officially opened its new IQOS Boutique in Glorietta last December 2025. It introduced a multi-sensory flagship space that is designed to immerse legal-aged nicotine users in the innovative IQOS world fully. This latest expansion highlights PMFTC’s steadfast commitment to offering elevated experiences and accelerating its smoke-free future vision in the Philippines.
A Smoke-Free Alternative
IQOS is continuously reshaping the experience for legal-aged nicotine users with its smoke-free alternatives. The brand is built on advanced technology that heats, rather than burns, tobacco, allowing it to offer a premium, experience-driven environment that elevates traditional retail. The new Glorietta boutique embodies this core philosophy.
“The new IQOS Boutique in Glorietta represents the evolution of how we connect with legal-aged nicotine users,” said Gijs De Best, President of PMFTC. “This space was designed to ignite curiosity through scent, taste, personalization, and art while showcasing IQOS innovation. 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.”
“We recognize that for adult smokers considering a better alternative, they deserve more than just a place to purchase devices. They need a home for smoke-free alternatives—a place where they can learn, interact, and feel confident in their choice. That is precisely what we have built here,” said Atty. Ferdi Echiverri, Communications Director of PMFTC, during the opening of the new flagship store.
Elevating the Retail Experience
As IQOS’ newest flagship in Glorietta, the boutique offers a first-of-its-kind multi-sensory retail journey. Visitors can explore a unique Scent Experience, a first in any IQOS Store in the Philippines. To celebrate its grand opening, the IQOS Boutique in Glorietta featured a Mocktail Pairing Bar and an engraving Station for IQOS users to personalize their devices, which was available until the weekend ofter the store opened.
The new IQOS location serves as a focal point for customization, innovation, and curiosity, highlighted by an exclusive art wall installation that previews an upcoming IQOS x ISABEL collaboration. The launch event offered a carefully curated, by-batch immersive experience, allowing each visitor to fully explore the brand’s latest advancements.
For legal-age IQOS users who wish to experience their IQOS right there and then, a private lounge is located within the store, enclosed for privacy and equipped with a built-in air purifier, for an optimal, comfortable experience.
This notable store opening reinforces IQOS’s expanding footprint in the Philippines and underscores its commitment to offering adult smokers, who would otherwise continue to smoke, superior smoke-free options as alternatives to continued smoking.
Visit IQOS at Glorietta
The new IQOS Boutique officially opened its doors on December 19, 2025, and is located at Glorietta 3.
Read More: Jor-el Espina Celebrates 20th Anniversary With Benefit Gala Show
Frequently Asked Questions
The Glorietta boutique is the first in the Philippines to feature this interactive, digital-led installation. It allows visitors to browse the brand’s range (including TEREA and ZYN) via a touchscreen interface. Based on user prompts, the machine releases a subtle scent of the chosen variant, providing a non-invasive way to experience tobacco aromas without the need for an immediate purchase or trial.
For legal-aged users who wish to use their devices on-site, the boutique includes a dedicated private lounge. Technically, this space is equipped with built-in air-cleaning technology (high-grade air purifiers) and specialized ventilation. This ensures a comfortable, enclosed environment that prevents vapor or odor from affecting the main retail floor while providing a space for users to unwind and charge their devices.
The boutique serves as a hub for device personalization through several technical and aesthetic options:
Engraving Station: Users can have their devices precision-engraved with initials or small declarations of self.
Accessory Bar: A stocked station featuring store-exclusive silicone cases, wraps, and rings.
Personalization: This was highlighted during the launch with the “Mocktail Pairing Bar,” where drinks were crafted by The Curator to specifically complement different TEREA flavor profiles.
The flagship store serves as a preview and primary location for a partnership with contemporary Filipino artist Isabel Santos. Titled “Curiosity Without Limits,” the collaboration translates Santos’ vibrant, motion-driven art into hand-painted limited-edition devices, merchandise (tote bags, pouches, magnetic wallets), and a dedicated art wall installation within the boutique itself.
Beyond simple retail, the store is designed as a “home for smoke-free alternatives.” Technically, the staff are trained to act as consultants, guiding adult smokers who would otherwise continue to smoke through the transition to heated tobacco. By providing a premium, experience-driven environment rather than a transactional kiosk, the boutique aims to build user confidence in shifting away from combustible cigarettes.
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