The future of cigarettes is in vaping, and big tobacco is hopping on board the trend.

In fact, the industry is promoting the move towards e-cigarettes. U.K.-based British American Tobacco opened its first tobacco vaporizer store on Thursday in Milan, Italy, where it will teach customers how to use its “Vype” product.

“Our Vype store in Milan makes sure that consumers can not only purchase our products but also learn more about them – that to me is delivering on our strategy,” said Kinsley Wheaton, managing director for Next Generation products at the tobacco giant said in a statement.

Similarly, Philip Morris has launched a store in London with a similar purpose, Consumerist reported. Previously, its CEO acknowledged that one day in the future, cigarettes may be non-existent.