Dubai: A new retail experience has arrived at The Dubai Mall. Philip Morris International (PMI) has reopened its first multi-category IQOS boutique in the region. The store blends technology, art, and lifestyle — designed for adult smokers exploring smoke-free choices.
The boutique features PMI’s entire smoke-free range. Shoppers can explore heat-not-burn devices, e-vapour products, and nicotine pouches — all in one space. It’s aimed at adult smokers who want better alternatives to cigarettes.
Inside the store, art meets innovation. A striking installation titled “The Thread”, created by Dubai artist Kris Balerite (Dozign), welcomes visitors. Inspired by traditional sadu patterns, it symbolizes connection, culture, and community.
PMI chose the UAE for this flagship location due to its forward-thinking environment and focus on innovation and design. The company sees Dubai as a hub where technology and lifestyle evolve together.
IQOS products are not risk-free, but PMI claims they are less harmful than smoking. The brand continues its mission toward a smoke-free future, offering adult smokers new, science-backed options.
Now open to adult customers of legal age, the IQOS boutique invites visitors to learn, test, and experience smoke-free living in a modern setting.
