At the IQOS Illuma i launch, guests immersed themselves in a world where innovation meets lifestyle. From interactive moments at the Lifestyle Asia booth to discovering IQOS' newest breakthrough, the night celebrated More than a retail space, the new IQOS flagship store in Glorietta is designed as a sensorial experience that invites customers to remain forever curious as they explore the full spectrum of What Is IQOS, and How Is It Different from Vaping or Smoking? Philip Morris faces key test with US heated tobacco push Reuters