Take a moment to relax with a cup of coffee and a sweet treat in one hand. Experience Japan’s first IQOS global flagship store with all five senses.

Whether it’s coffee, your favorite music, or scenery that evokes the changing seasons—in a world that seems to be getting busier and busier, those moments when you pause for a breath of fresh air are essential for adding color to your daily life. IQOS, which enriches these moments of relaxation, has opened the world’s first global flagship store in Ginza. Take a look at the space and range of services designed not merely as a place to sell devices and tobacco, but as a new community where people, cultures, and the brand intersect.

Why the World's First Store Opened in Japan.

Since its launch in 2014, the global heated tobacco brand *IQOS*, which is available in more than 100 markets, has opened its first global flagship store in Japan—a world first.

What's more, it's located on Chuo-dori in Ginza 1-chome—a prime location lined with long-established department stores and luxury brands.

As part of its localization efforts for the launch of its flagship stores in Japan, IQOS has reportedly adopted two store concepts: “the natural beauty of Japan, including its four seasons” and “the fusion of traditional Japanese craftsmanship and cutting-edge technology.”

One of the highlights of the meticulously designed interior is the massive, 7-meter-tall chandelier that immediately catches your eye as you step into the entrance.

This light art installation, inspired by this waterfall, was created by lighting artist Takahiro Matsuo. The color of the LEDs changes according to the time of day, the season, and even the theme colors of new products, reflecting the incoming light and the neon signs of Ginza to create a variety of different looks.

The space features a ceiling designed to evoke waves using wood, pillars with a hand-hewn finish, and wall art that combines the kumiko technique with 3D printing, and an IQOS logo featuring a finish reminiscent of lacquered maki-e art inspired by the theme of “breathing”—all of which create a relaxing space that feels just like a hotel lounge adorned with crafts and art.

A journey to discover new tastes through sight, sound, and smell.

Also, when it comes to cigarette flavors, most people probably stick to “the same old one.” But precisely because it’s a luxury item, trying out a wider variety of flavors should actually help you create a more fulfilling experience.

As a result, the store positions the in-store experience as a “Flavor Journey,” and in an area called the “Flavor Station,” customers use touchscreens to answer questions while stimulating their senses of sight, hearing, and smell.

Depending on your mood or preferences that day, you might even discover a "scent you didn't realize you liked"—one you hadn't even noticed before.

Once the “Flavor Journey” is over, a specialist known as the “Flavor Master” at the counter in the back will recommend the perfect blend for you and even help you sample it. It’s almost like a little attraction that opens the door to new taste experiences.

In addition, the first floor of the global flagship store is open to anyone 20 years of age or older.

At flagship stores like this, you tend to feel a little intimidated, thinking, “I’m sure the dedicated staff will provide one-on-one service to customers and recommend new tobacco flavors and devices.”

However, once you actually visit, you’ll find those worries are unfounded. For those who want to try new flavors, the flavor master mentioned earlier offers tasting samples, but people who don’t particularly need a tasting simply enjoy the place just like any other café.

However, once you actually visit, you’ll find those worries are unfounded. Not only can you enjoy IQOS at your table, but if you’d like to try new flavors, the flavor master mentioned earlier will be happy to offer you a tasting.

These days, when you often have to go to a designated area even at a coffee shop, isn’t this something to be really grateful for?

Not only are drinks provided free of charge (once a day), but the establishment also takes great pride in its offerings—including coffee supervised by Taizo Iwasaki, an International Specialty Coffee Judge.

For those who feel a bit hesitant about something being free, don’t you think it’s a great deal if you just think, “Since I’m stopping by a café for a break anyway, I might as well pick up some IQOS tobacco sticks while I’m at it”?

A relaxing space that feels just like a hotel lounge.

Even just the first floor offers an incredible range of services, but the true highlight of this store is the “Premium Lounge” on the second floor, which is exclusive to IQOS members.

Anyone who has registered as a member on the official IQOS website and registered their eligible product can use this service for free, and they can bring up to two guests (including non-smokers) with them.

Since it was just past noon when we visited, the restaurant was bustling with businesspeople and shoppers who had stopped by for a break after lunch, but thanks to the spacious seating arrangement, it didn’t feel cramped at all.

Also, perhaps because everyone was so relaxed, it wasn’t as bustling and noisy as a family restaurant or a café near the station; instead, it was striking how people were calmly chatting while enjoying IQOS and drinks, just like in a hotel lounge.

At the far end of the second floor is the “Immersive Lounge,” where a 270-degree digital screen displays images of Japan’s beautiful four seasons.

As you sink into a comfortable sofa and gaze at the scenery that changes with the seasons, you’ll completely forget that you’re in Ginza.

What’s more, the Premium Lounge offers not only drinks but also signature sweets—created under the supervision of the innovative Japanese confectionery artist “Kurokido”—with a menu that changes with the seasons and is available in limited quantities at no charge. At the time of our visit, they were serving “autumn”-themed sweets, including yōkan made with citrus and nuts, as well as chocolate yōkan studded with dried fruit.

Starting at 5:00 p.m., alcoholic cocktails will also be served, and on an irregular basis, they will reportedly offer “pairing drinks” and “pairing sweets” designed to complement specific IQOS flavors.

Just as people once enjoyed pairing cigars with whiskey, today they savor the layered aromas of heated tobacco products and sweets. The Premium Lounge offers this elegant lifestyle as well.

These days, public smoking areas in the city are becoming increasingly cramped. This place—where you can enjoy a smoke while savoring exquisite desserts and drinks in a clean environment that won’t leave your clothes or hair smelling of smoke—is nothing short of heaven for smokers. Isn’t it easy to see why 40 percent of the patrons are women?

Whether you’re taking a break from shopping in Ginza or need a moment to recharge during work, why not experience the new “way to enjoy a smoke” that IQOS offers with all five of your senses?