Here are a section of images from the new IQOS Store on Wardour in Soho, London. IQOS is part of the Philip Morris Brand and is a Tobacco Heating Device. The brand is well established and is already in around 20 countries around the world already. Here I was commission to photograph the retail space and interiors of the new store.
The Retail space is quite minimalistic with pale colours and elements of the branding are used to keep the layout basic and simple and clean. Since photographing this I have seen various other IQOS pop up stores around the UK, I also recently saw one pop up store in Kyoto airport on a recent trip to Japan.