PMFTC Inc. opens its flagship IQOS boutique at Glorietta 3 in Makati City, featuring a multi-sensory retail experience and personalization services to support its smoke-free vision in the Philippines.
MAKATI CITY—PMFTC Inc., the Philippine affiliate of Philip Morris International, opened its flagship IQOS boutique in Glorietta on Dec. 19, 2025 to offer adult nicotine users an immersive retail experience.
The opening of the flagship boutique underscores IQOS’ expanding footprint in the Philippines and its commitment to offering adult smokers who would otherwise continue to smoke better smoke-free alternatives.
It integrates scent, taste and art to showcase the company’s heat-not-burn technology as part of its effort to transition smokers to better alternatives. It also serves as a premium environment designed to redefine traditional retail by engaging consumers through interactive stations.
The flagship location features the first-ever Scent Experience in a Philippine IQOS store, alongside a limited-time mocktail pairing bar and a device engraving station. The launch also previewed an upcoming creative collaboration between IQOS and artist Isabel.
PMFTC president Gijs De Best said the space was designed to ignite curiosity and showcase innovation while elevating the journey for legal-aged nicotine users.
“The new IQOS Boutique in Glorietta represents the evolution of how we connect with legal-aged nicotine users. This space was designed to ignite curiosity through scent, taste, personalization, and art while showcasing IQOS innovation. We are proud to open a boutique that elevates the retail experience and brings our smoke-free vision to life in a way that feels modern, premium, and immersive,” said De Best.
The company aims to provide a dedicated space where adult smokers who would otherwise continue smoking can learn about and interact with smoke-free devices.
PMFTC communications director Ferdi Echiverri said during the opening that the store is intended to be a home for smoke-free alternatives where consumers can feel confident in their choice to switch.
“We recognize that adult smokers who would otherwise continue smoking and are considering better alternatives deserve more than just a place to purchase smoke-free devices. They need a home for smoke-free alternatives—a place where they can learn, interact, and feel confident in their choice to switch. That is precisely what we have built here,” said Echiverri.
The inauguration of the Glorietta 3 site marks an expansion of the IQOS footprint in the Philippines. The brand continues to focus on technology that heats tobacco rather than burning it, which the company states is a better alternative for adults.
PMFTC officials hosted the launch through curated sessions to demonstrate the depth of the product innovation.
The flagship store is now open to the public at Ayala Malls in Makati, signaling the company’s long-term commitment to a smoke-free market in the country.
