Philip Morris International (PMI) Global Travel Retail (GTR), in partnership with Gebr. Heinemann, has expanded and refreshed its IQOS and VEEV retail footprint at Frankfurt Airport through a series of new installations located inside and outside the duty-free store.
The new retail spaces showcase IQOS, the world’s number one heated tobacco system, and VEEV, PMI’s premium e-vapor product. Each installation is focused on brand portfolio education and tactile traveller touch points, bringing innovation, science and technology closer to adult consumers within their travel journey.
This pop-up reflects a forward-looking approach to travel retail execution, responding to evolving adult traveller expectations for meaningful and educational interactions across the airport journey. By combining innovation with consumer-centric design, PMI GTR and its partners continue to redefine the travel retail experience and support the sector’s evolution toward more innovative and consumer-focused formats.
Niels Altmann, Head of Category Global Tobacco, Gebr. Heinemann says: “At Frankfurt Airport, our goal is to create engaging and relevant retail experiences that add value for adult travellers throughout their journey. Together with Philip Morris International, we have developed a concept that combines innovation, education, and convenience in a way that complements the overall airport offering. By extending the brand experience beyond the traditional store environment, we can create additional touchpoints that enhance customer engagement while contributing to a more dynamic and modern travel retail landscape.”
“Airports are more than transit hubs – they are powerful ‘first touchpoints’,” said VP PMI GTR Beste Ermaner. “The Frankfurt retail installations shows how Global Travel Retail can play a leading role in introducing smoke-free alternatives to international adult smokers. It offers a credible and highly relevant environment where adult smokers can access clear, science-based information, at a moment when they have both the time and willingness to explore less-harmfull alternatives to continued smoking.”
Ermaner added that through responsible, transparent communication and fully compliant engagement, PMI GTR aims to empower adult smokers, who would otherwise continue smoking, to make informed choices aligned with their preferences and the smoke-free alternatives available to them.
