IQOS Opens New 'Retail 2.0' Boutique in Bucharest Featuring Art Installation

IQOS has launched a new boutique on Calea Victoriei in Bucharest, designed as a "Retail 2.0" destination that blends design, art, and urban culture for its adult consumer community. This opening expands the national network of IQOS Boutiques to 120 points of sale, reinforcing its role as an experiential platform beyond traditional commerce.

The new location distinguishes itself from conventional retail spaces by integrating technology, contemporary design, and art. It features interactive elements and a unique art installation created by artist Sebastian Comănescu as part of the "Curiosity Studio" project. This concept aims to offer visitors an engaging experience that goes beyond the act of purchasing.

Carmina Fusté, General Manager of Philip Morris Romania, stated that IQOS, a leader in the heated tobacco product category with over 35 million adult users globally, is evolving towards integrated Retail 2.0 formats. "The new boutique on Calea Victoriei reflects our evolution towards integrated Retail 2.0 formats, which bring together technology, design, and interaction to offer adult IQOS users a coherent experience beyond the purchase act," she said. She emphasized that this distinct concept is being developed in key cities, with Romania holding an important place on this map.

The "Curiosity Studio" installation by Sebastian Comănescu serves as a central element of the boutique. Curated by The Institute, this initiative involves collaborations with Romanian artists who create works inspired by the specific city where each boutique is located. For Bucharest, the installation is an interactive urban diorama, featuring iconic buildings from Calea Victoriei and elements reflecting the city's dynamics. The artwork utilizes sensor technology and light effects, allowing visitors to interact directly with the space and activate various visual layers.

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IQOS is today a leader in the heated tobacco products category, chosen by over 35 million adult users globally. The new boutique on Calea Victoriei reflects our evolution towards integrated Retail 2.0 formats, which bring together technology, design, and interaction to offer adult IQOS users a coherent experience beyond the purchase act. It is a distinct concept that we are developing in key cities, and Romania has an important place on this map.