The GCC now has its first multi-category IQOS Boutique, and it’s in Dubai Mall. Philip Morris International (PMI) says the store supports its smoke-free roadmap and positions the UAE as a strategic hub for design and consumer experience for legal-age nicotine users. Opened on 23 September 2025, the space blends retail with art and hands-on demos for adult smokers who would otherwise continue smoking.
What “multi-category” means for UAE shoppers
The boutique brings PMI’s smoke-free portfolio into one place. It’s built for try-before-you-buy sessions and guided support.
- Heat-not-burn, e-vapour and nicotine pouch lines presented together
- Staff trained on product differences and usage guidance
- Focus on switching for adult smokers who would otherwise keep smoking
- Emphasis on personalisation and sustainability in store design
In plain terms: it’s a single stop to compare PMI’s smoke-free options side-by-side and get help setting up devices. It’s pitched at adult nicotine users, not non-smokers or minors. PMI frames this as part of a longer shift away from cigarettes and a move to products it positions as less harmful than continued smoking, though not risk-free.
A UAE-inspired centrepiece by Kris Balerite
The store also debuts “The Thread,” a bespoke piece by Dubai-based artist Kris Balerite (aka Dozign).
- Giant friendship-bracelet form with sadu-inspired patterns
- Symbolises community and connection in the Emirates
- References visual cues familiar to residents and visitors
- Designed as a welcoming, photo-friendly focal point
The artwork is about the UAE’s social fabric: many cultures, one rhythm. It sets the tone for a space that wants to feel more like an exhibit than a counter. Expect it to become the selfie spot that anchors the boutique’s look and feel.
Statements from PMI leaders
PMI’s regional leads link the opening to ongoing science and investment.
- UAE chosen for innovation culture and consumer experience focus
- The store reflects more than a decade of R&D in smoke-free tech
- Positioning aligns with PMI’s global smoke-free targets
The messaging situates Dubai Mall as the right address to trial new retail ideas at scale. It’s a visible signal that the company wants switching conversations to happen in-person, with support on hand for device setup and use.
Why this location matters
Dubai Mall pulls residents, tourists and business travellers. Footfall is high and the tech crowd already knows it for pop-ups and product launches.
- Central, busy and easy to reach by Metro or car
- Tourists add out-of-market awareness for PMI’s portfolio
- Familiar venue for hands-on tech retail and brand experiences
For the UAE, this kind of store normalises “experience-first” retail. We’ve seen that with other tech openings and mall pop-ups across the city. It’s the same playbook: show the product, answer quick questions, let users try it, and then close the sale with accessories and support. (See our Dubai Mall event coverage for context.)
The fine print and who it’s for
This boutique is for legal-age nicotine users only. PMI is explicit: these products are not risk-free. They are aimed at adult smokers who would otherwise keep smoking.
- Not for non-smokers, ex-smokers or minors
- Staff should reinforce correct use and eligibility
- Products follow UAE regulations and local retail norms
If you’re an adult smoker looking at alternatives, a store like this is designed to answer practical questions: how to use it, what it costs over time, what the maintenance looks like, and what support you can expect in the UAE. For science-minded readers, PMI points to its research hubs and regulatory milestones; you can dig into its public materials at pmi.com and pmiscience.com
Where is the boutique and when did it open?
It’s at Dubai Mall, and it opened on 23 September 2025.
Who can shop there?
Legal-age nicotine users. PMI states the offer targets adult smokers who would otherwise continue smoking.
Are the products risk-free?
No. PMI positions them as not risk-free but less harmful than continued smoking, based on its scientific assessments and regulatory outcomes in some markets.
