When IQOS decided to open its first multi-category boutique in the GCC, it didn’t want to simply cut a ribbon at Dubai Mall. Instead, the brand turned the opening into a statement by partnering with local artist Kris Balerite, also known as Dozign.
At the heart of the collaboration is The Thread, Balerite’s striking new installation. Inspired by sadu patterns and shaped as a giant friendship bracelet, the piece draws on an everyday symbol of unity to capture something deeper: the way countless cultures, languages, and lives are intertwined in the UAE. For Balerite, who’s long been part of the region’s creative scene, it’s a reflection of what he sees daily in Dubai – people moving in harmony, each unique, yet part of the same story.
That sense of connection sets the tone for the boutique itself. Far from a conventional retail space, it’s been designed as an immersive environment where visitors can explore IQOS’ growing smoke-free portfolio. Walking through feels less like shopping and more like stepping into a world shaped by design, science, and a clear vision of the future.
“This new boutique marks an important milestone that reflects the scale of PMI’s investment in science and innovation,” says Saim Yasin, Director of Smoke-Free Products Middle East at PMI. “It builds on more than a decade of research, development, and design to deliver better alternatives for adult smokers who would otherwise continue to smoke.”
Opening in Dubai Mall, the boutique frames its products within a cultural and creative dialogue. By weaving art into innovation, IQOS has created a space that feels as much about people and place as it does about technology.