Member Article

Philip Morris Limited open third IQOS Store in Boxpark Shoreditch

Today, on 28th September, Philip Morris Limited has launched the third IQOS store in London at Boxpark Shoreditch, the world’s first pop-up mall. This follows the launch of the brand’s first UK store on Wardour Street, Soho, which opened in December of last year and their second store which opened in Westfield London earlier this month.

This will be the first time that Boxpark will have a vaping pop up on site and the opening of the store is a reflection of consumer demand and the increasing numbers of individuals looking for alternatives to traditional cigarettes.

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.

This pledge is part of PMI’s global commitment to offer smokers a range of alternative smoke free products for those that cannot completely quit (which is always the best option). Building its future on this vision, PMI has invested over £3bn into research to develop a broad portfolio of potentially reduced risk products, which includes IQOS and its unique heat not burn technology.

The Boxpark IQOS store, which will be open seven days a week, will offer a bespoke in-store experience for customers. In the store, 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, which will be a unique offering for customers visiting the Boxpark store.

Designed by international creative agency Avantgarde, the Boxpark store is minimalistic with an all-white interior and a lightly coloured stone floor. Intelligent design details such as mirrors, hidden drawers and back lighting create space within the store for a sleek and modern finish.

Peter Nixon, MD of Philip Morris Limited UK & Ireland, commented: “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.”

This was posted in Bdaily's Members' News section by George May .