Philip Morris has opened London's fourth IQOS store in High Street Kensington. The 74 sq m space offers adult smokers the opportunity to have guided trials by trained IQOS staff to learn about how the heated tobacco product works and discuss how they can switch from smoking cigarettes to IQOS. Customers will also be able to enjoy personalised and embossed IQOS devices and accessories.
This follows the launch of the brand’s first UK store on Wardour Street, Soho, which opened in December 2016, and the second and third stores which opened in Westfield London and Boxpark Shoreditch in September of last year.
The new store was designed by retail experience agency, iD. The space uses white, grey and copper toned design elements to retain and accentuate the original historical features of the building, which was previously occupied by a large bank. There is also an interactive educational display within the store, to provide adult smokers with more information on heated tobacco technology and the IQOS product. The windows of the store use a mixture of digital and feature displays, in neutral tones, to accent the stone facade of the building.
'This is a significant development in IQOS’s commercial expansion in the UK and we are delighted to be bringing the unique, retail experience that our IQOS stores deliver to High Street Kensington. As a company, PMI has never previously had retail stores in the UK and so the opening of our fourth store marks an important moment for us and our ambition for a smoke free future,' says Peter Nixon, managing director of Philip Morris Limited UK & Ireland.