At 1 p.m. on the 9th, the IQOS IFC Store located in the IFC Mall in Yeouido, Seoul. Rather than a simple retail space, the store emphasized experiences and consultations. The site bustled with people listening to explanations about IQOS, a heated tobacco product, and trying it out.
The IQOS IFC Store reopened that day after about two months of renovation. This renovation is the first case in Korea of Philip Morris International sequentially rolling out a new store concept globally. It is the 12th among stores worldwide.
Korea Philip Morris put forward "consolidation (Connection)" as the key keyword of this renovation. Because the store is located in Yeouido and office workers with strong purchasing power are the main customer base, the flow and space were designed to connect entry, product understanding, and post-purchase care.
The store is divided into three zones: the "welcome zone," "sensorial zone," and "connection zone." In the welcome zone at the entrance, an artificial intelligence (AI)-based access control system was operating. It analyzes visitors' appearance to categorize age groups, and if recognized as a minor, a staff member additionally checks an ID. An on-site official said it "technically reinforces the principle that the space is intended only for adult smokers."
Inside, the sensorial zone stood out as a space to experience IQOS technology and brand. The "IQOS moment table," which plays video, music, and scent tailored to the selected time of day or mood via touchscreen, was in operation.
The innermost connection zone is where product selection and purchase take place. The full IQOS Iluma series lineup was arranged for comparison. A customizing service to personalize the device through accessory combinations was also provided.
On one side of the store, a dedicated bin for the "Modu Moa" campaign to collect unused IQOS devices was installed. Collected devices are disassembled and recycled. Korea Philip Morris recently collaborated with the post office to establish a system that allows device returns without visiting a store.
The renovation also included collaboration with an artist. The installation "Encounter," created in collaboration with artist Kim Chung-jae, was placed throughout the store, visually expressing the store concept of "meeting and communication."
A Korea Philip Morris official said, "The IQOS IFC Store is the store with the highest number of visitors in the world," and added, "Through the renovation, we will operate it as a touchpoint that offers responsible choices to adult smokers."