Attending the ribbon-cutting ceremony for the redesigned IQOS boutique at SM Mall of Asia on October 1, 2026 are (from left) Atty. Arnaldo Cariño, Senior Director, Government Relations; Crismer Tiria, Director, Smoke-Free Products Marketing and Digital; Gillian Gonzalez, Director, Channels; Zhenya Ivanov, PMFTC, Inc. President; Steven Tan, SM Supermalls President; Leeroy New, Artist and Designer; Vicknatheeban Tharmalingam, Senior Director, Smoke Free Products Philippines; and Atty. Ferdi Echiverri, Director, Communications.
IQOS opened a redesigned boutique at the Entertainment Mall in SM Mall of Asia on October 1, 2026, featuring a custom art installation by Filipino artist Leeroy New made entirely from retired and repurposed IQOS devices.
The store is meant to bring legal-age nicotine users and existing IQOS users closer to the brand through multi-sensorial experiences, personalized engagement and product discovery.
New is known for working with reclaimed material and found objects. His artwork is inspired by the waters of Manila Bay. It reflects the brand’s “Curiosity in Motion” campaign, which shows how curiosity can spark reinvention and turn familiar objects into new forms.
“The upgrade of our IQOS SM Mall of Asia boutique marks the next evolution of the IQOS retail experience. More than a store, it is an immersive destination designed to bring legal-age nicotine users closer to the brand through deep engagement and unique experiences,” said PMFTC Inc. Senior Director for Smoke-Free Products Vickna Tharmalingam.
PMFTC is the Philippine affiliate of Philip Morris International.
“Through our collaboration with Leeroy New, we bring our ‘Curiosity in Motion’ campaign to life, celebrating curiosity as the engine for transformation, turning the ordinary into something extraordinary. We invite legal-age nicotine users to look closer, explore further, and discover new possibilities with IQOS,” Tharmalingam said.
Legal-age nicotine users and existing IQOS consumers can visit the boutique at the Entertainment Mall, SM Mall of Asia.
Adult smokers and nicotine users seeking information on smoke-free alternatives to cigarettes can visit https://iqos.com.
IQOS aims to inform adult smokers and the people who care about them about better, smoke-free alternatives, encourage smokers to switch if they do not quit, and support their decision to move away from cigarettes.
PMFTC Inc. is a multicategory consumer goods company in the Philippine tobacco industry, formed through a business combination between LT Group Inc. and Philip Morris International. It describes itself as an employer of choice, a major leaf buyer and taxpayer, and a partner to law enforcement.
The company is building a future on smoke-free products that, while not risk-free, are a much better choice than continued smoking because they eliminate combustion, the primary cause of smoking-related problems. It says its products are designed to meet adult consumer preferences and rigorous regulatory requirements, and it aims to help make Philippine society smoke-free.
