Key Points
- Philip Morris Romania opened IQOS Boutique Victoriei in Bucharest.
- Romania’s IQOS retail network has expanded to 120 points of sale.
- The store is positioned as part of a Retail 2.0 strategy.
- The boutique includes an interactive installation by artist Sebastian Comănescu.
- Public LinkedIn posts from executives and partners highlighted the store’s experience-led positioning.
2Firsts
July 11, 2026
Philip Morris Romania has opened IQOS Boutique Victoriei on Calea Victoriei in Bucharest, expanding its IQOS retail network in Romania.
According to Romanian media reports and public information, the opening brings the national IQOS network to 120 points of sale. The new boutique is positioned as a Retail 2.0 space combining design, technology, contemporary art and urban culture, rather than a sales-only store.
Romania IQOS Network Reaches 120 Locations
IQOS Boutique Victoriei is located on Calea Victoriei, one of Bucharest’s most recognizable urban areas. The store is presented as part of Philip Morris Romania’s broader shift toward experience-led retail.
Philip Morris Romania Managing Director Carmina Fusté said in a LinkedIn post that IQOS Boutique Victoriei had opened on Calea Victoriei, placing the store within the company’s Retail 2.0 direction. She said the location combines technology, design and interaction to offer adult IQOS users an experience beyond the act of purchase.
Store Features Interactive Art Installation
A central element of the boutique is an interactive installation by Romanian visual artist Sebastian Comănescu. The work is part of the “Studioul Curiozității” project, curated by The Institute.
The installation draws on Calea Victoriei’s architecture and city rhythm, using sensors and lighting effects that allow visitors to activate different visual layers.
Romanian advertising and experience design agency Godmother also posted about the project on LinkedIn, saying it was involved in event design and spatial experience work for IQOS Boutique Victoriei. Godmother’s public materials show the agency has worked on IQOS-related experience retail and brand activation projects.
Retail 2.0 Reinforces Offline Brand Touchpoints
The opening of IQOS Boutique Victoriei shows Philip Morris Romania continuing to upgrade IQOS retail from conventional sales channels into experience-led brand spaces.
For heated tobacco products, physical stores remain important for device demonstrations, user service, after-sales support and brand communication. The Retail 2.0 concept adds a stronger focus on space design, interactive technology, artist collaboration and adult-user experience.
Across Europe, competition in heated tobacco retail is moving beyond channel coverage toward experience quality and service capability. Whether this type of store can improve user conversion, repeat purchases and brand loyalty will remain an important question for heated tobacco retail strategy.
Some Romanian media pages were marked as advertising or IQOS-supported content. Public information from Philip Morris Romania and project partners shows the company is using experience-led retail spaces to strengthen IQOS offline touchpoints and adult-user service networks in Romania.
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Cover Image source: godmother
