Philip Morris Romania has expanded its IQOS retail footprint with the opening of a new IQOS Boutique Victoriei in central Bucharest, marking another step in the company’s strategy to transform traditional retail outlets into immersive brand experience spaces.
Located on Calea Victoriei, one of Bucharest’s best-known commercial streets, the new boutique brings the total number of IQOS retail locations in Romania to 120. Rather than functioning solely as a point of sale, the store has been developed under Philip Morris International’s Retail 2.0 concept, which combines technology, design, art, and customer engagement to create a more interactive in-store experience for adult consumers.
IQOS Network Continues to Grow
According to Philip Morris Romania, the opening of IQOS Boutique Victoriei represents the latest expansion of the company’s nationwide retail network for its heated tobacco products.
Carmina Fusté, General Manager of Philip Morris Romania, announced the opening on LinkedIn, describing the new boutique as an important milestone in the company’s Retail 2.0 strategy. She noted that the store is designed to integrate technology, contemporary design, and interactive experiences to provide adult IQOS users with a retail journey that extends beyond the purchasing process.
The expansion reflects Philip Morris International’s continued investment in dedicated retail environments as the company promotes smoke-free alternatives in markets where heated tobacco products are available.
Retail 2.0 Focuses on Customer Experience
Unlike conventional retail stores, the Retail 2.0 concept places greater emphasis on customer interaction and brand engagement.
The new boutique has been designed to combine several elements, including:
- Modern architectural design
- Interactive digital technologies
- Product demonstrations
- Customer service and after-sales support
- Lifestyle-oriented retail experiences
The approach is intended to create an environment where adult users can learn about IQOS products, receive technical assistance, and engage with the brand in a more personalized setting.
Interactive Art Installation Highlights Local Culture
One of the boutique’s distinctive features is an interactive art installation created by Romanian visual artist Sebastian Comănescu as part of the “Studioul Curiozității” project, curated by The Institute.
Inspired by the architecture and rhythm of Calea Victoriei, the installation incorporates sensors and dynamic lighting effects that respond to visitor interaction. As customers move through the space, the artwork reveals different visual layers, blending technology with artistic expression.
The project illustrates how experiential retail is increasingly incorporating cultural and creative elements to enhance the in-store experience.
Collaboration with Creative Design Partners
Romanian creative agency Godmother also participated in the development of the boutique, contributing to the event design and customer experience presentation.
According to information published by the agency, it has previously collaborated on IQOS-related retail and brand activation projects, supporting Philip Morris Romania’s broader experiential marketing initiatives.
Experiential Retail Becomes a Competitive Advantage
The opening of IQOS Boutique Victoriei reflects a broader shift in the European heated tobacco market, where manufacturers are investing not only in product innovation but also in premium retail environments.
Dedicated IQOS stores now serve multiple functions beyond product sales, including:
- Product education
- Device setup and demonstrations
- Technical support
- Customer care services
- Brand engagement activities
As competition in the smoke-free products category intensifies, retailers are increasingly focusing on creating stronger offline touchpoints that encourage customer loyalty and long-term engagement.
Romania as Part of PMI’s Smoke-Free Strategy
Romania remains an important market for Philip Morris International’s smoke-free product portfolio. The continued expansion of IQOS boutiques demonstrates the company’s commitment to strengthening its retail infrastructure while providing dedicated support for adult users.
The Retail 2.0 model aligns with PMI’s broader strategy of creating premium customer experiences that combine technology, design, and personalized service rather than relying solely on conventional retail formats.
Outlook
With the opening of IQOS Boutique Victoriei, Philip Morris Romania has expanded its IQOS retail network to 120 locations, reinforcing its investment in experiential retail as part of its long-term smoke-free strategy.
As heated tobacco products continue to evolve, competition among manufacturers is increasingly extending beyond product features to include customer experience, service quality, and brand engagement. Whether Retail 2.0 concepts can drive higher customer satisfaction, stronger brand loyalty, and increased adoption among adult smokers will be closely watched across European markets in the years ahead.