PMI Debuts “The PMI Boulevard” at InterTabac Dortmund, Showcasing Full Brand Portfolio
Dortmund, Germany – September 16, 2026 | At InterTabac 2026, Philip Morris International (PMI) unveiled its immersive booth concept “The PMI Boulevard”, presenting its core brand lineup including Marlboro, IQOS, ZYN and VEEV. The exhibition fully demonstrates the company’s dual business layout covering traditional combustible cigarettes and innovative smoke-free product portfolios.
PMI adopted a refined zoned design for its booth, abandoning conventional exhibition display modes. The brand created exclusive visually differentiated spaces for each product line, including the IQOS Boutique, ZYN Café, PMI Gallery and Marlboro Office, alongside a dedicated display area for VEEV. Each zone features unique styling and thematic positioning, fully highlighting the characteristics and brand tonality of PMI’s diverse product offerings.
The IQOS Boutique adopts a classic blue-and-white visual system, delivering a premium and minimalist space for product display and industry communication. As PMI’s flagship heated tobacco brand, IQOS serves as a core pillar of the group’s smoke-free product portfolio and a benchmark brand in the global heated tobacco category.
The ZYN Café stood out with its distinctive on-site design, prominently displaying the brand slogan “FIND YOUR ZYN” and focusing on PMI’s core nicotine pouch products. Currently, IQOS and ZYN are defined by PMI as the two flagship brands of its smoke-free business, leading the heated tobacco and oral smoke-free product tracks respectively.
VEEV, PMI’s electronic vaping brand, was showcased through independent professional display installations, presenting the brand’s cutting-edge vaping products. With the layout of IQOS, ZYN and VEEV, PMI’s smoke-free system fully covers three mainstream categories: heated tobacco products, electronic vaping products, and oral nicotine pouches, forming a comprehensive and innovative new tobacco product matrix.
Notably, PMI displayed its classic combustible cigarette portfolio alongside smoke-free innovations at the exhibition. The PMI Gallery integrates brand elements of both IQOS and Marlboro, while the independent Marlboro Office presents the value of PMI’s iconic cigarette brand. The co-exhibition of traditional cigarette products and next-generation smoke-free alternatives intuitively reflects PMI’s current dual development strategy of empowering both traditional tobacco and innovative smoke-free businesses.
According to PMI’s Q2 financial results released in July 2026, the group’s smoke-free business delivered strong performance in the first half of 2026, accounting for 42% of its global net revenue and becoming a core growth driver for the enterprise. At present, PMI continues to deepen its layout in the new smoke-free track with IQOS, ZYN and VEEV, while consolidating its traditional tobacco market with Marlboro, achieving coordinated development of dual businesses and continuous optimization of its global industrial layout.
Leveraging InterTabac, one of the world’s most influential tobacco industry exhibitions, PMI showcased its diversified development achievements and product innovation capabilities through the immersive “The PMI Boulevard” booth. The debut also sends a clear signal to the global industry of PMI’s commitment to deepening the new tobacco sector and iterating innovative products continuously.
