Ploom* reinvents soft clubbing with T-Club DJ sets, non-alcoholic drinks inspired by the new LYO* range, and exclusive gadgets

A tobacco shop is probably the last place we would expect to find a DJ set, a selection of drinks, and people gathered to spend a few hours together. And yet, at a time when the concept of nightlife continues to evolve and soft clubbing is carving out a space among new social habits, even the most ordinary places can transform into something entirely different. It is precisely from this idea that T-Club, the new format by Ploom, was born — bringing music, creativity, and new experiences into Italian tobacco shops.

The goal was simple: to turn a place traditionally associated with a quick errand into a new social gathering space. Among the format's events, the one held at Beverly Piola reimagined the tobacco shop's interiors through a colourful installation, a DJ set, and an experience built around the new Ploom LYO range — the line of tobacco-free, nicotine-containing sticks.

During the event, adult consumers had the opportunity to discover the various products in the range through a journey that paired each option with a dedicated non-alcoholic drink. Among these was the Pear Mule, part of a selection of beverages inspired by the different aromatic notes of LYO. The installation itself echoed this game of associations, with non-alcoholic drinks, packaging, and colourful displays all contributing to the event's visual identity.

Rounding out the experience were colourful tote bags and personalised Ploom merchandise, including a small digital camera, designed to accompany guests beyond the event itself. With T-Club, Ploom has experimented with a new way of interpreting the relationship between retail and entertainment — because you don't necessarily need a nightclub to host a DJ set.

Register here.

*PLOOM IS A PRODUCT INTENDED FOR ADULT CONSUMERS. THESE PRODUCTS ARE NOT RISK-FREE. THEY ARE INTENDED FOR USE WITH NICOTINE-CONTAINING STICKS. NICOTINE IS AN ADDICTIVE SUBSTANCE.