On September 30, IQOS unveiled its revamped store at SM Mall of Asia, bringing its Curiosity in Motion concept to life through art, technology, and a more interactive retail experience.
It begins at the center of the store, where Filipino artist Leeroy New’s Curious Waves installation made from repurposed IQOS devices. Inspired by the movement of Manila Bay, the sculpture turned the devices into something fluid and kinetic – an expression of curiosity as a force that keeps things moving. “It’s a privilege to be an artist because we’re trained to be curious by default as a profession and curious on command, to be inspired by the most basic things,” he says.
That sense of discovery extends to the way New approaches materials, with movement also central to his approach. “I like to see movement in my work. I like to see how I can make the viewer imagine things beyond what they see,” he says. “I like transforming common, basic things into something strange and fantastical.”
With Curious Waves, he hopes viewers look closer, recognize what the sculpture is made from, and begin to wonder how those familiar shapes were transformed into something more complex. “I like transforming common, basic things into something strange and fantastical. So upon closer inspection, I hope the audience, the people, the public will see the work and recognize what they’re made of.”
For IQOS, the sculpture is part of a broader effort to rethink how consumers encounter the brand, as emphasized by PMFTC president Zhenya Ivanov. “It’s a critical milestone for the company towards a smoke-free future. Today we innovate also with the brand’s retail space, and consumer experience.”
PMFTC director of smoke-free products Vickna Tharmalingam adds, “We want every adult consumer, going into this store, to explore and immerse themselves into the world of IQOS.”
Beyond the artwork, the revamped store puts personalization at the center of the experience, with a dedicated area where adult consumers can customize their IQOS devices to reflect their individual style. The space also introduced a sustainability area, where users can surrender their used IQOS devices for collection and repurposing, giving the devices another life beyond their original use.
At its core, IQOS offers adult smokers an alternative to conventional cigarettes through a smoke-free, heated tobacco experience as part of a broader range of smoke-free alternatives. Its all-new presence in MOA with its personalization and sustainability spaces gives visitors more ways to interact with the brand while reflecting the store’s broader focus on curiosity, creativity, and movement.
Visit the revamped IQOS store on Level 1 of South Entertainment Mall at SM Mall of Asia in Pasay City.
GOVERNMENT WARNING: This product is harmful and contains nicotine which is a highly addictive substance. This is for use only by adults and is not recommended for use by non-smokers.
