A unique laboratory brings the vision closer: A world without smoke

Philip Morris introduces a new interactive laboratory SMOKE-FREE WORLD. The aim of this awareness-raising initiative is to bring adult smokers and their loved ones closer to the science and research behind modern smokeless nicotine alternatives that help improve the quality of life by removing cigarette smoke.


Scientific knowledge to date in this area is available to the public in a comprehensible way to help them understand and build less harmful alternatives compared to conventional cigarette smoking. In addition to the interactive website, the unique laboratory of the virtual scientist Professor Dohorel will be presented for the first time in Bratislava on the square near the Eurovea shopping center.

Philip Morris International (PMI) has been researching and developing smokeless cigarette alternatives for more than twenty years, with the ambition of allowing adult smokers who would otherwise continue to smoke cigarettes to switch to a less risky option. PMI has invested more than $ 8 billion in development and science in this area and employs more than 430 scientists, engineers and experts in its Swiss development center. In addition to research, they are involved in the most widespread clinical trials in the tobacco and nicotine industries in the world.

“We believe that every adult smoker has the right to access scientifically based information about smokeless alternatives, which are demonstrably a better choice for his health than conventional cigarettes. Therefore, in an effort to inform the general public about the results of scientific progress in this field, we are launching the World Without Smoke initiative. Through this activity, we try to explain to adult Slovak smokers the difference between burning and heating tobacco, what burning brings and why it is time to consider better alternatives. The state-of-the-art technologies of the 21st century give us this chance today. “ says Petr Šedivec, CEO of Philip Morris Slovakia.

In Professor Dohorel’s lab, you can see his experiments and the latest technological knowledge about a smoke-free world. Philip Morris has been researching and developing smokeless devices for more than 20 years.

Recent surveys show that less than half of Slovak adult smokers identify chemicals that are formed during the burning of tobacco as the main cause of the harmfulness of smoking to human health. At the same time, it is these substances that cause diseases associated with smoking. Experts agree that nicotine, which is addictive and not without risk, is not the main cause of these diseases.

The original laboratory developed in Slovakia uses the most modern technologies, such as digital X-rays and holographic boxes.

In the laboratory environment, adult visitors will learn about the main risks associated with smoking traditional cigarettes and what happens during the tobacco burning process. They will also get acquainted with the main facts about nicotine, as well as with the principles of operation of modern smokeless alternatives in comparison with classic cigarettes and the differences between them. The initiative is guided by Professor Dohorel, a virtual popularizer of science, who clearly explains the individual facts in a series of thematic videos.

Actor Peter Gecík lent voice and movements to Professor Dohorel via Motion Capture technology, which enables a live conversation with a virtual character.

The original laboratory developed in Slovakia uses the most modern technologies, such as digital X-rays and holographic boxes. The use of Motion Capture technology is especially exceptional, thanks to which the character of Professor Dohorel comes to life. While the voice was lent to him by the Slovak actor Peter Gecík, this technology is used to record body and head movements, which are then transferred to a pre-created digital model. In the case of a world without smoke, the use of Motion Capture is shifted to the possibility of a live conversation with a virtual character. For the first time ever, the laboratory was presented to the public on May 8, 2021 in the square near the Eurovea shopping center in Bratislava. You can also meet the world without smoke and Professor Dohorel at www.svetbezdymu.sk.

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Source: Nextech by www.nextech.sk.

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