Key points at a glance
- The first four city locations and opening dates have been announced, running from January to April 2026.
- The pop-up spaces will offer guided trials of IQOS devices and on-site Q&A.
- Products on display and for sale will include the IQOS ILUMA device range, TEREA heated tobacco consumables and VEEV products.
- Pop-up-only limited-time offers will be available, and eligible consumers can receive complimentary ZYN nicotine pouches samples.
- Entry, purchases and sampling are restricted to those aged 18 and over, with Challenge 25 identity checks in place.
2Firsts, Feb 3, 2026
According to IQOS’ UK website, IQOS said it will launch a series of time-limited pop-up events in the UK in 2026, opening “immersive experience spaces” to adult consumers to help them learn about products offline and take part in trials and consultations.
The company said the pop-ups will provide staff-led guided trials of IQOS devices and showcase its latest devices and related consumables, including the IQOS ILUMA range, TEREA heated tobacco products and VEEV products. The pop-up venues will also offer promotions available only during the events.
The website also said eligible consumers interested in nicotine pouches will be able to receive complimentary ZYN samples on site. IQOS added that the What3words app can be used to locate pop-up entrances.
The first confirmed cities, dates and addresses are as follows:
- Westfield London (London): Jan 19–Mar 29, 2026; Ariel Way, W12 7SL, Shepherd’s Bush, London
- Merry Hill (Brierley Hill, near Birmingham): Jan 22–Mar 4, 2026; Merry Hill, Brierley Hill, West Midlands, DY5 1QX
- Spinningfields (Manchester): Jan 23–Mar 19, 2026; Crown Square, Manchester, M3 3EB
- The Liberty (Romford): Jan 24–Apr 12, 2026; 11 Western Road, Romford, RM1 3RL
IQOS stressed the pop-up events are open to adults only. Visitors must be aged 18 or over to enter, purchase products or receive samples, and the company will apply its Challenge 25 policy requiring valid identification. IQOS also noted its smoke-free products are not risk-free and contain addictive nicotine.
Cover image source: IQOS
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