Smoke-free world vision – a case study of IQOS retail spaces

At Ergo Store, we have been designing and manufacturing retail furniture for nearly 20 years for market leaders such as Reserved and Levi’s. Over this time, we have observed the dynamic evolution of retail and the emergence of numerous new store concepts. We are particularly attentive to cohesive, technologically advanced solutions such as those implemented by Philip Morris International (PMI) for the IQOS brand. In this article, we examine selected aspects of that approach.

The transition of a global tobacco leader toward potentially reduced-risk products required a redefinition of its retail strategy. Traditional distribution has been complemented by specialized boutiques and retail islands distinguished by the implementation of innovative design and technology solutions.

The design philosophy of IQOS retail spaces

IQOS retail locations are built around the vision of a “Smoke-Free Future,” expressed through clean, minimalist interior architecture. The most characteristic elements include:

• Natural materials. The use of wood – specifically ash parquet flooring – adds refinement and understated elegance to the interior. The light tone and distinctive grain pattern of ash create an atmosphere of trust and comfort.
• Minimalism and detailing. Minimalist furniture ensures that flooring and fixtures form a coherent composition with the product display, which often resembles a museum-like installation.
• Lighting and acoustics. Lighting systems, frequently based on solutions by iGuzzini, create a deliberate interplay of light and shadow, accentuating the form of the devices. Advanced audio systems by Bose isolate customers from the surrounding mall noise, contributing to an immersive retail environment.

Technological avant-garde: the “store of the future” concept

In its flagship stores, the IQOS brand owner implements solutions that go beyond the traditional retail formula, creating a distinctive digital ecosystem.

One of the most striking examples is the so-called Digital Tree – a video installation composed of 120 leaf-shaped screens. Through dedicated software, staff can synchronize displayed content in real time, transforming product presentations into interactive visual performances.

Other solutions include 8K video walls used to reinforce brand prestige and provide detailed explanations of tobacco heating technology, as well as Directional Sound systems that personalize audio communication for a specific individual standing in front of a screen, without disturbing other visitors.

IQOS boutique at Westfield Arkadia

Westfield Arkadia – one of the largest shopping centers in Poland – provides an optimal environment for IQOS flagship formats. As a “first-choice” destination for brands entering the Polish market, Arkadia sets the highest standards in terms of visual merchandising and customer service.

The IQOS retail unit in Arkadia, often referred to in official communications as the “IQOS Island,” is located on Level 0. Although the island format implies a smaller footprint compared to high-street boutiques (such as those in Domy Towarowe Wars Sawa Junior), this unit offers a full range of product and service support. The choice of Level 0 is strategic, as it captures the highest concentration of customer traffic heading toward anchor stores.

The Arkadia location is regarded as particularly innovative. Modern technologies are combined with high-quality materials, while trained advisors guide customers through the transition to smoke-free alternatives. Unlike standard tobacco points of sale, the IQOS boutique encourages longer visits. Advisors demonstrate the tobacco heating technology and provide hands-on instruction on device usage.

Multisensory experience and personalization

IQOS retail spaces are evolving toward a “slow retail” model. Selected flagship boutiques introduce Scent Experience zones, where adult users can explore the aromas of tobacco blends without inhalation.

Personalization has become one of the pillars of the concept. Customers can select accessories and use engraving stations to customize devices with initials or patterns. This approach strengthens the emotional bond with the brand, transforming a mass-produced product into a personal object.

In summary, the IQOS retail concept exemplifies a shift toward the experience economy – a business framework in which companies move beyond selling products or services and instead offer unique, emotionally engaging experiences and memories. By combining high-quality natural materials such as ash wood with futuristic digital installations like the Digital Tree, the brand creates a distinctive environment that redefines the traditional tobacco store.

Would you like to explore how similar personalization and modern design solutions could be implemented in your own retail space?

Contact the Ergo Store team.