{"id":700462,"date":"2026-06-29T15:06:03","date_gmt":"2026-06-29T15:06:03","guid":{"rendered":"https:\/\/microscopemedia.com\/?p=700462"},"modified":"2026-06-29T15:06:03","modified_gmt":"2026-06-29T15:06:03","slug":"noul-iqos-boutique-victoriei-concept-de-tip-retail-2-0-si-o-instalatie-artistica-semnata-sebastian-comanescu-advertorial","status":"publish","type":"post","link":"https:\/\/microscopemedia.com\/?p=700462","title":{"rendered":"Noul IQOS Boutique Victoriei: concept de tip Retail 2.0 \u0219i o instala\u021bie artistic\u0103 semnat\u0103 Sebastian Com\u0103nescu \u2013 Advertorial"},"content":{"rendered":"<div><img decoding=\"async\" src=\"https:\/\/microscopemedia.com\/wp-content\/uploads\/2026\/06\/noul-iqos-boutique-victoriei-concept-de-tip-retail-2-0-si-o-instalatie-artistica-semnata-sebastian-comanescu-advertorial.jpg\" class=\"ff-og-image-inserted\"><\/div>\n<p id=\"p-0\">\u00cen 26 iunie s-a deschis IQOS Boutique Victoriei, un spa\u021biu g\u00e2ndit ca o destina\u021bie care reune\u0219te design, art\u0103 \u0219i cultur\u0103 urban\u0103, \u00eentr-o experien\u021b\u0103 construit\u0103 pentru comunitatea de consumatori adul\u021bi IQOS. Cu aceast\u0103 deschidere, re\u021beaua na\u021bional\u0103 de IQOS Boutiques se extinde, ajung\u00e2nd la 120 de puncte de v\u00e2nzare, \u0219i se consolideaz\u0103 ca platform\u0103 de experien\u021b\u0103, dincolo de func\u021bia comercial\u0103 clasic\u0103.<\/p>\n<p id=\"p-1\">Noua loca\u021bie propune o abordare diferit\u0103 fa\u021b\u0103 de spa\u021biile comerciale tradi\u021bionale \u0219i integreaz\u0103 tehnologia, designul \u0219i arta contemporan\u0103 \u00eentr-un format Retail 2.0 care pune accent pe experien\u021ba vizitatorului. Spa\u021biul include elemente interactive \u0219i o instala\u021bie artistic\u0103 realizat\u0103 special de artistul Sebastian Com\u0103nescu pentru acest magazin \u00een cadrul proiectului \u201eStudioul Curiozit\u0103\u021bii\u201d.<\/p>\n<p id=\"p-2\">\u201eIQOS este ast\u0103zi lider \u00een categoria produselor din tutun \u00eenc\u0103lzit, ales de peste 35 de milioane de utilizatori adul\u021bi la nivel global. Noul boutique de pe Calea Victoriei reflect\u0103 evolu\u021bia noastr\u0103 c\u0103tre formate integrate de tip Retail 2.0, care aduc \u00eempreun\u0103 tehnologia, designul \u0219i interac\u021biunea pentru a oferi utilizatorilor adul\u021bi ai IQOS o experien\u021b\u0103 coerent\u0103, dincolo de actul de cump\u0103rare. Este un concept distinct pe care \u00eel dezvolt\u0103m \u00een ora\u0219e-cheie, iar Rom\u00e2nia are un loc important pe aceast\u0103 hart\u0103. \u00cen acela\u0219i timp, recunoa\u0219terea IQOS ca brand inovator, inclusiv prin includerea \u00een topul Kantar BrandZ, confirm\u0103 direc\u021bia strategic\u0103 \u00een care evolu\u0103m.\u201d, a declarat Carmina Fust\u00e9, director general, Philip Morris Rom\u00e2nia.<\/p>\n<p id=\"p-3\">Inaugurarea marcheaz\u0103 un moment de referin\u021b\u0103 pentru strategia de retail a Philip Morris Rom\u00e2nia. IQOS Boutique Victoriei devine punctul de v\u00e2rf al unei re\u021bele care dep\u0103\u0219e\u0219te simpla func\u021bie comercial\u0103 transform\u00e2ndu-se \u00eentr-o platform\u0103 cu aplecare c\u0103tre experien\u021be culturale \u0219i de interac\u021biune cu comunitatea de utilizatori adul\u021bi. Dincolo de extinderea re\u021belei, deschiderea face parte din strategia mai ampl\u0103 a companiei de a accelera tranzi\u021bia c\u0103tre un viitor f\u0103r\u0103 fum, prin dezvoltarea de alternative la continuarea fumatului, exclusiv pentru fum\u0103torii adul\u021bi.<\/p>\n<h2 id=\"chapter-0\">\u201eStudioul Curiozit\u0103\u021bii\u201d: art\u0103 \u0219i interac\u021biune \u00een spa\u021biul IQOS<\/h2>\n<p id=\"p-4\">Elementul central al noului spa\u021biu este instala\u021bia realizat\u0103 de artistul Sebastian Com\u0103nescu, \u00een cadrul proiectului \u201eStudioul Curiozit\u0103\u021bii\u201d, curatoriat de The Institute. Ini\u021biativa, implementat\u0103 \u0219i \u00een alte magazine IQOS, presupune colabor\u0103ri cu arti\u0219ti rom\u00e2ni care creeaz\u0103 lucr\u0103ri inspirate de specificul ora\u0219ului \u00een care este deschis fiecare boutique.<\/p>\n<p id=\"p-5\">\u00cen cazul Bucure\u0219tiului, instala\u021bia realizat\u0103 pentru IQOS Boutique Victoriei func\u021bioneaz\u0103 ca o dioram\u0103 urban\u0103 interactiv\u0103, care reune\u0219te cl\u0103diri emblematice de pe Calea Victoriei \u0219i elemente inspirate din dinamica ora\u0219ului. Lucrarea folose\u0219te tehnologie de tip senzori \u0219i efecte de lumin\u0103, permi\u021b\u00e2nd &nbsp;vizitatorilor s\u0103 interac\u021bioneze direct cu spa\u021biul \u0219i s\u0103 activeze diferite straturi vizuale.<\/p>\n<p id=\"p-6\">\u201ePentru aceast\u0103 instala\u021bie am pornit de la felul \u00een care Bucure\u0219tiul \u00ee\u0219i dezv\u0103luie identitatea \u00een detalii \u2013 o corni\u0219\u0103, un ritm de geamuri, o lumin\u0103 de sear\u0103 pe Calea Victoriei. Am construit o dioram\u0103 care nu doar s\u0103&nbsp; eprezinte ora\u0219ul, ci s\u0103 reac\u021bioneze la prezen\u021ba celui care intr\u0103 \u00een spa\u021biu. Curiozitatea este, \u00een fond, despre a privi din nou ceea ce credem c\u0103 \u0219tim deja.\u201d, a declarat Sebastian Com\u0103nescu, artistul vizual care semneaz\u0103 instala\u021bia.<\/p>\n<p id=\"p-7\">Deschiderea IQOS Boutique Victoriei se \u00eenscrie \u00eentr-un context mai larg de extindere a re\u021belei de magazine a companiei. \u00cen Rom\u00e2nia, re\u021beaua include 120 de puncte de v\u00e2nzare, iar la nivel european, concepte similare sunt dezvoltate \u00een ora\u0219e precum Londra, Paris, Milano sau Madrid.<\/p>\n<p id=\"p-8\">Material sus\u021binut de IQOS.<\/p>\n<p id=\"p-9\"><em>IQOS nu este lipsit de riscuri. Elibereaz\u0103 nicotin\u0103, care provoac\u0103 dependen\u021b\u0103. IQOS este destinat adul\u021bilor care altfel ar continua s\u0103 fumeze sau s\u0103 foloseasc\u0103 produse cu nicotin\u0103.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00cen 26 iunie s-a deschis IQOS Boutique Victoriei, un spa\u021biu g\u00e2ndit ca o destina\u021bie care reune\u0219te design, art\u0103 \u0219i cultur\u0103 urban\u0103, \u00eentr-o experien\u021b\u0103 construit\u0103 pentru comunitatea de consumatori adul\u021bi IQOS. &hellip; <a href=\"https:\/\/microscopemedia.com\/?p=700462\" class=\"more-link\">Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":700463,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts\/700462"}],"collection":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=700462"}],"version-history":[{"count":0,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts\/700462\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/media\/700463"}],"wp:attachment":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=700462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=700462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=700462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}