Background
IQOS leads Japan’s Heat-not-Burn category, chosen by eight in ten adult smokers. Yet most users stay loyal to a single flavor, limiting the discovery of IQOS’s 20+ flavor portfolio and the sensory richness behind it. We created a Sensory Design Blueprint: a framework to understand what drives taste pleasure for IQOS users.
Idea
We launched Senses by IQOS, a café and bar in Shibuya designed to awaken all five senses. Inside, visitors moved through an immersive journey guided by tailored scents, directional sound, tactile trays, and curated flavor pairings. Every element worked together to let users see, feel, and taste IQOS in a new way.
Category:
Sensory Design
Client:
IQOS
Duration:
2024
Location:
Tokyo, Japan
