The first multi-category IQOS boutique in the GCC has opened in Dubai Mall, introducing a new type of retail space from Philip Morris International (PMI). Rather than serving purely as a store, the location is designed as an interactive environment where visitors of legal age can explore PMI’s portfolio of smoke-free alternatives.
The Dubai launch highlights the UAE’s growing role in shaping new consumer experiences for the company. The boutique emphasizes design and engagement, presenting products in a setting that blends retail with elements of exhibition and cultural storytelling.
A central feature of the space is an art installation by Dubai-based artist Kris Balerite, known as Dozign. His work, titled “The Thread,” takes the form of a large-scale friendship bracelet inspired by traditional sadu weaving. By weaving together patterns and colors that reference Gulf heritage, the piece reflects the diversity of the Emirates, where people from different cultures live and interact in close connection.
PMI says the boutique concept is part of a broader global rollout of experience-led retail spaces, aiming to create environments that feel more exploratory than transactional. Executives point to more than a decade of investment in research and product development, which has fueled the company’s transition toward alternatives that it positions as potentially less harmful than conventional cigarettes.
Richa Rustagi, Managing Director of Lower Gulf & Iraq at PMI, noted the UAE’s importance as a regional hub for new consumer-facing concepts, while Saim Yasin, Director of Smoke-Free Products Middle East, described the boutique as a marker of the company’s ongoing commitment to science and design.
According to PMI, its range of non-combustible products is now available in 97 markets worldwide and is used by over 41 million adults. These products accounted for 41 percent of PMI’s total revenues in the first half of 2025. Regulatory bodies, including the U.S. Food and Drug Administration, have authorized certain versions of PMI’s devices and consumables, as well as products from Swedish Match, for sale under modified risk categories.
The Dubai opening represents both a symbolic and practical step in the company’s stated ambition to eventually phase out cigarettes altogether. Beyond its tobacco-related offerings, PMI has also outlined a long-term plan to expand into wellness and healthcare sectors, building on its existing expertise in life sciences.
The boutique is now open at Dubai Mall, offering visitors an opportunity to experience both the new retail format and Balerite’s commissioned artwork.
