Ginza welcomes IQOS global flagship store

TOKYO: Philip Morris International (PMI) recently opened its first global IQOS flagship store in Tokyo's upscale Ginza district, marking a new chapter for the brand in the Japanese market where its journey began more than a decade ago.

The IQOS Flagship Ginza opened its doors on Sept 4, occupying two floors of the Ginza Yomiko Building at 1-8-14 Ginza, a district known for its luxury retail and culture.

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Its opening followed a launch event at the Mandarin Oriental Tokyo a day before, attended by PMI group chief executive Jacek Olczak.

The event opened with a performance featuring saxophonist Kohei Ueno and a kabuki performance.

In his speech, Olczak said choosing Ginza was a significant decision.

"Today marks an incredibly special moment for us. Not simply because we are opening a new store, but because it represents another step in bringing our vision to life, a vision of a better future for our consumers and for our business.

"And there's no better place to do that than Ginza. Few places in the world express Japan's unique ability to honour the past while continuously raising the standard for what comes next.

"This is why Ginza is not just the location of the flagship; it's part of the message.

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"At PMI, transformation is not an aspiration; it's already well underway," he said.

Japan was where PMI first tested IQOS at scale, providing the company with an important early indication of whether adult smokers would transition to heated tobacco products.

Olczak said that for many years, Japan has often been the first place it introduced new ideas, products and experiences.

"Not only because it's one of our most important markets, but because Japanese consumers consistently challenge us to innovate, improve and raise our standards.

"This global flagship is both a celebration of how far we have come and a statement of where we are going. Because transformation does not happen overnight.

"Like kabuki, it requires discipline, mastery, and the relentless commitment to improvement. It requires us to keep listening, innovating and raising the bar.

"This store is an expression of the long-term commitment," he said.

The launch comes after the previous IQOS store in Ginza closed in Aug, paving the way for the new flagship.

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The 517-square-metre, two-storey space, rather than functioning solely as a conventional retail outlet, is tailored around offering an immersive brand experience, combining product displays and tasting areas with Japanese craftsmanship and digital technology.

The first floor features product displays and a "station" where customers can explore different flavour profiles through a multisensory experience.

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A seven-metre light installation is another centrepiece, while the upper floor houses a premium lounge and cafe bar.

The lounge also features a 270-degree digital screen displaying imagery inspired by Japan's seasons and changing natural landscapes.

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The opening also featured a collaboration with renowned Japanese pastry chef Sadaharu Aoki, with limited-edition sweets and pairing experiences offered during its first 10 days.

Hundreds lined the boulevard outside the store ahead of its opening, some as early as the night before, to get their hands on limited-edition devices, which came with Yamanaka lacquerware glasses and special packaging.

Olczak said the flagship store is a place "where people can experience who we are, understand what we stand for, and engage directly with our vision."

"Every element, from design to service, has been carefully crafted to deliver a meaningful and premium experience," he said.