PMI has created a dedicated pop-up zone for IQOS ILUMA i Prime SKYLENS at Narita International Airport.

Philip Morris International (PMI) has launched IQOS ILUMA i Prime SKYLENS, its first device created exclusively for the global airport travel retail channel.

The limited edition made its debut at Narita International Airport Terminal 2 in Japan, where PMI has created a dedicated pop-up zone located a two-minute walk from the IQOS Narita Boutique. It has since been progressively rolled out across selected airport duty-free locations in Germany, Italy, Spain, Greece, Switzerland and Serbia, as well as South Korea, Qatar, Saudi Arabia, Egypt, Morocco, Lebanon and Malaysia.

Inspired by flight, the Narita activation uses aircraft design and comfort cues to create an ‘above the clouds’ environment for adult smokers. The space combines smoke-free product discovery with an augmented reality experience and lounge-style setting.

The travel retail-exclusive IQOS ILUMA i Prime SKYLENS features premium materials and is supported by a multi-level engagement approach across selected duty-free locations, with PMI positioning exclusivity and discovery at the centre of the launch.

“IQOS SKYLENS is our first device created exclusively for airport travel retail, and it reflects what makes this platform distinctive – a place where discovery and exclusivity go hand in hand,” said Beste Ermaner, Vice President of Global Travel Retail at Philip Morris International. “Our focus is on accelerating smoke-free transition globally by bringing alternatives closer to adult smokers. Today, IQOS is used by more than 35 million adults worldwide who would otherwise continue to smoke, and it plays a central role in PMI’s transformation toward a smoke-free future.

IQOS ILUMA i Prime SKYLENS is the brand’s first device created exclusively for the global airport travel retail channel.

“In global travel retail, we have a unique opportunity to make this innovation more accessible and understandable to legal-age nicotine users at moments when they are open to discovering something new, evidence-based and considering change.”

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