Key Points
- Marek Gębski, Director of Smoke-Free Products at Philip Morris Romania, discussed PMI’s smoke-free strategy with IQads.
- Gębski said IQOS spaces are moving beyond traditional retail toward consumer connection platforms.
- IQOS Boutique Victoriei serves as a space for product experience, brand interaction and consumer engagement.
- PMI is using design, urban culture and experiences to strengthen adult consumer communication.
- Smoke-free product competition is expanding from product features toward brand experience.
2Firsts
August 11, 2026
In an interview with Romanian marketing publication IQads, Marek Gębski, Director of Smoke-Free Products at Philip Morris Romania, said IQOS experience spaces are evolving beyond traditional retail locations as the tobacco industry shifts toward smoke-free products.
Gębski, who oversees PMI Romania’s smoke-free products business, discussed IQOS Boutique Victoriei, brand building and consumer engagement strategies during the interview.
IQOS Spaces Move Beyond Traditional Retail
Gębski said traditional retail models have focused mainly on product transactions, while the smoke-free era requires brands to provide more consumer experiences and information exchange.
IQOS Boutique Victoriei in Bucharest serves as one of PMI’s physical spaces for showcasing IQOS and smoke-free product experiences.
According to the interview, the location is designed not only for product presentation but also for consumer interaction, education and brand engagement.
Gębski said experience spaces can help consumers better understand smoke-free products and build longer-term relationships with brands.
PMI Uses Design and Urban Culture to Build Brand Experience
During the interview, Gębski highlighted the role of design and local culture in shaping IQOS spaces.
IQOS Boutique Victoriei incorporates elements inspired by Bucharest’s Calea Victoriei area and includes collaboration with local artists to create a distinctive environment.
For PMI, such spaces serve not only as retail locations but also as platforms for brand expression and consumer communication.
These views represent PMI’s own brand strategy rather than independent market research findings.
Smoke-Free Competition Expands Toward Brand Experience
As smoke-free products develop globally, tobacco companies are exploring new ways to communicate with consumers.
Compared with traditional cigarette markets, where sales and distribution have historically been central, smoke-free product strategies increasingly emphasize:
- consumer education;
- product experiences;
- brand identity;
- community engagement.
Gębski said innovation remains an important part of PMI’s business strategy, with the company seeking new ways to communicate smoke-free product choices to consumers.
For the industry, the IQOS experience space model reflects how major tobacco companies are experimenting with new consumer relationships through physical experiences and brand engagement.
PMI Continues Smoke-Free Transformation
PMI has continued advancing its “smoke-free future” strategy, positioning IQOS and other smoke-free products as key elements of its business transformation.
Across markets, PMI has used retail spaces, consumer services and brand experiences to support engagement around smoke-free products.
The interview highlights that beyond product development and market expansion, consumer experience is becoming an increasingly important element of smoke-free product strategies.
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Cover Image source: IQads
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