Philip Morris opens IQOS store at Boxpark Shoreditch

Global cigarette and tobacco company Philip Morris has opened its third UK store for IQOS in Boxpark, Shoreditch. This follows the launch of the brand’s first UK store on Wardour Street, Soho, which opened in December last year and its second store which opened in Westfield London earlier this month. 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 is first time that Boxpark will have a vaping pop-up on site, representing an increased consumer demand for alternatives to traditional cigarettes. 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.

Designed by international creative agency, Avantgarde, the 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.

'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,' says Peter Nixon, managing director of Philip Morris Limited UK & Ireland.

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