Korea Philip Morris Transforms 'IQOS Store Gwanghwamun' into an Experiential Space

IQOS Store Gwanghwamun Branch 1st Floor Comfort Zone

[Asia Economy Reporter Seungjin Lee] Korea Philip Morris announced on the 21st that it will renovate the IQOS Store Gwanghwamun branch for the first time in four years.

The newly renovated IQOS Store Gwanghwamun branch differentiates itself by creating a customer-tailored experience space, unlike the previous method of simply displaying and selling separate IQOS device product lines. The biggest change is the creation of a ‘dedicated IQOS space’ relaxation area for adult IQOS users. It aims to retain the advantages of offline stores where customers can see and touch the products directly, while providing a space where adult IQOS users can take a short break and handle simple office tasks.

Additionally, in line with the newly introduced ‘New Brand World’ concept by IQOS, the store has further enhanced customer touchpoints that embody the brand direction of providing a more satisfying experience and a better everyday life.

To this end, the store offers various services to adult customers with diverse needs, including ▲experiencing the latest IQOS devices and relaxing in a comfortable space ▲customized recommendations based on preferences and tastes for IQOS use ▲easy and convenient device management know-how ▲pre-purchase IQOS experience. Through personalized professional assistance, explanations of the unique features of each device, product recommendations, and after-sales services are provided. Customers can also learn device usage methods and professional cleaning services through tailored coaching by non-combustible product specialists, and purchase various accessories to create their own unique IQOS.

Baek Young-jae, CEO of Korea Philip Morris, said, "We have renewed the Gwanghwamun branch to transform it into a new type of store that provides optimal services only available in offline spaces." He added, "We hope this place becomes a meaningful venue where adult smokers who wish to continue smoking can stop smoking conventional cigarettes and switch to scientifically verified non-combustible products through the various attractions and experiences prepared in the store, not just shopping."

Korea Philip Morris currently operates a total of 15 official IQOS store locations, including the Gwanghwamun branch, Garosugil branch, Starfield Goyang branch, Busan Centum branch, Pangyo branch, Hyundai Department Store Bucheon Jungdong branch, Hyundai Outlet Namyangju branch, Gwangju Sangmu branch, and seven shop-in-shops within Electromart stores.