Philip Morris International (PMI) has announced the launch of IQOS ILUMA i Prime SKYLENS, a new limited edition inspired by the world of flight and the first PMI device created exclusively for airport travel retail.
Designed to inspire exploration and elevate the adult traveller experience, IQOS ILUMA i SKYLENS combines premium materials with a multi-level engagement approach, bringing the limited edition to life across selected duty-free retail spaces.
IQOS SKYLENS made its debut in Japan with a dedicated pop-up zone at Narita International Airport’s Terminal 2, located just a two-minute walk from the IQOS Narita Boutique. Inspired by the sensation of flight, the activation recreates a refined in-flight atmosphere through cues from aircraft design and comfort, offering adult smokers a distinctive “above the clouds” experience.
The activation brings together smoke-free product discovery, augmented reality experience and a lounge-style setting, giving visitors a simple and practical way to explore IQOS SKYLENS. As an airport-exclusive concept, it is closely connected to the travel environment, positioning the edition as part of a seamless and elevated journey.
Following its debut in Japan, IQOS SKYLENS has been progressively rolled out across selected airport duty-free locations in Europe, including Germany, Italy, Spain, Greece, Switzerland, and Serbia, while also expanding to South Korea, Qatar, Saudi Arabia, Egypt, Morocco, Lebanon, and Malaysia.
“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.
She also highlighted that the launch reflects PMI’s broader ambition to support adult smokers who would otherwise continue to smoke by improving access to scientifically substantiated smoke-free alternatives.
“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. 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,” Ermaner added.
