IQOS opens a new chapter in AFI Cotroceni: art, design and experiences under the 2.0 concept
The IQOS store in AFI Cotroceni reopened under the 2.0 concept, a format that comes with a modern design and elements of innovation. The space is designed to offer visitors a unique sensory experience, inspired by art and design, and to facilitate interaction in a relaxed and authentic way.
This store is one of the first in Europe opened under the Retail 2.0 concept.
The reopening of the IQOS store in AFI Cotroceni marks the first relaunch in a series that will redefine retail in 2026.
“IQOS 2.0 in AFI Cotroceni is no longer just a store, but an example of how we reinvent retail and support the mission of building a smoke-free future. Each store opened under the 2.0 concept has its own design and artwork inspired by the local spirit and created especially for IQOS by local artists. For IQOS, retail is no longer just about transactions, but moments that matter, experiences that last. Through these collaborations, we support Romanian artists and create places where curiosity and creativity set the tone for change.” — Carmina Fusté, general manager, Philip Morris Romania.
Creativity is at the heart of this new concept of IQOS stores. In the case of the store in AFI Cotroceni, Saddo, an artist known for his eclectic style, created an exclusive work, inspired by the Bucharest skyline. A mix of old and new, architectural elements combined with the energy of the cafes and the colors that bring the city to life. The work will remain on display in the store, alongside limited edition accessories and Saddo signature products.
“I consider myself a forever curious artist – I like to explore, avoid patterns and keep my imagination flexible. The illustration for IQOS went through many phases, and the final result synthesizes in an almost abstract composition landmarks and elements from local culture: the Athenaeum, the Arc de Triomphe, the vibe of cafes and electronic music, geometric and organic shapes, Art Deco influences. We started from ideas previously developed for a cultural festival in Paris, which we adapted into a more elegant style and color palette, close to the brand's look. Collaborations between brands and local artists bring value to both parties and open the public access to new visual languages, and Bucharest, with its eclecticism, is always a source of inspiration.” — Saddo, visual artist.
In 2025, the total number of IQOS stores and islands throughout the country exceeded 100 locations, the last cities where stores were opened being Brașov, Craiova, Ploiesti and Galați. On December 19, an IQOS store will open in Sibiu.
IQOS is not without risks. It releases nicotine, which is addictive. IQOS is intended for adults who would otherwise continue to smoke or use nicotine products.
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