Philip Morris International (PMI) brought several of its major brands together under a unified “The PMI Boulevard” concept at InterTabac 2026 in Dortmund, Germany.
During the trade show, 2Firsts visited PMI’s exhibition area and observed dedicated spaces for IQOS, ZYN, VEEV and Marlboro. Rather than presenting the brands in a single conventional booth, PMI divided the area into several themed sections, each with its own identity and visual design.
The layout included an IQOS Boutique, ZYN Café, PMI Gallery and Marlboro Office, while VEEV products were displayed in a separate dedicated area.
The PMI Boulevard Connects Multiple Brand Spaces
“The PMI Boulevard” served as a central theme for PMI’s presence at InterTabac 2026. Visitors moving through the exhibition area could encounter several PMI brands positioned along the same route.
The arrangement highlighted the breadth of PMI’s current portfolio, bringing its smoke-free products together with Marlboro, one of its established cigarette brands.
The exhibition setup also reflected the different product categories covered by PMI, including heated tobacco, nicotine pouches, e-vapor products and traditional cigarettes.
IQOS Boutique Highlights Heated Tobacco Products
The IQOS section was presented as an “IQOS Boutique”, using a blue-and-white visual design and dedicated spaces for product displays and visitor interaction.
IQOS is one of PMI’s major smoke-free product brands and is primarily associated with heated tobacco products. Its inclusion in the central PMI Boulevard concept gave the brand a prominent position within the overall exhibition layout.
ZYN Café Gives Nicotine Pouches a Dedicated Space
Another distinctive part of the booth was the “ZYN Café,” which gave nicotine pouches a dedicated space within PMI’s exhibition.
The area used ZYN branding, including the “FIND YOUR ZYN” message, and was designed around PMI’s nicotine pouch business.
ZYN has become an important part of PMI’s smoke-free portfolio. PMI has identified IQOS and ZYN among its leading smoke-free brands, covering different product categories and consumer use formats.
The dedicated café-style presentation also gave ZYN a separate identity within the wider PMI exhibition rather than treating it simply as another product display.
VEEV Gets Its Own Product Display
PMI also showcased VEEV through a dedicated product display within the exhibition area.
VEEV is PMI’s e-vapor brand and represents another part of the company’s smoke-free product strategy. Together with IQOS and ZYN, it demonstrates how PMI’s smoke-free portfolio extends across several categories rather than relying on a single product format.
The VEEV display was positioned alongside the other branded spaces, making the different product categories visible within the same overall PMI Boulevard concept.
PMI Gallery and Marlboro Office Add a Traditional Brand Element
The exhibition also featured a “PMI Gallery”, where visitors could see visual elements associated with IQOS and Marlboro.
At the same time, PMI included a separate space identified as the “Marlboro Office.”
The presence of Marlboro created a clear contrast with the smoke-free brands elsewhere in the booth. While IQOS, ZYN and VEEV represent PMI’s smoke-free product portfolio, Marlboro remains one of the company’s major combustible cigarette brands.
As a result, PMI’s InterTabac presentation covered both sides of its current commercial portfolio: established cigarette products and newer smoke-free categories.
Smoke-Free Products Accounted for 42% of PMI Net Revenues in H1 2026
The broader business significance of PMI’s smoke-free portfolio is also reflected in the company’s financial results.
According to PMI’s second-quarter 2026 results released in July, smoke-free products accounted for 42% of the company’s total net revenues during the first half of 2026.
PMI currently identifies IQOS, ZYN and VEEV among its major smoke-free brands, with the three covering heated tobacco, nicotine pouches and e-vapor products respectively. At the same time, the company continues to operate its traditional cigarette business, including Marlboro.
The InterTabac 2026 exhibition therefore provided a physical snapshot of this broader portfolio strategy. Under the “The PMI Boulevard” concept, PMI presented IQOS, ZYN, VEEV and Marlboro within one exhibition environment while giving each brand its own dedicated space and identity.
For visitors to the Dortmund trade show, the layout offered a clear view of how PMI is presenting its established cigarette brands alongside its expanding smoke-free product categories.