Beirut:Philip Morris Lebanon has revealed an innovative sculpture named GENESIS, crafted from thousands of recovered IQOS device components during an event at Arthaus in the Gemmayzeh area. This initiative is part of the IQOS Device Circular Program, which aims to enhance community awareness of sustainability and recycling through creative art and design.

According to National news agency - Lebanon, the GENESIS sculpture was designed by 3D artist and sculptor Rachel Koleilat, who is recognized for transforming discarded materials into significant artworks. The sculpture draws inspiration from DNA sequencing, using parts from recovered devices to symbolize regeneration. This design allows the public to see the transformative process of materials, embodying IQOS's vision where the end of a device's lifecycle marks a new beginning.

Rachel Koleilat explained her concept, stating that she wanted people to recognize the potential for new creations from the recovered IQOS devices. She chose the DNA structure as it visually represents transformation, with visible components allowing visitors to identify the materials used in the artwork.

The creation process of the sculpture was documented in a three-minute short film directed by Lebanese director Elie Fahed. The film captures the journey of IQOS devices from decommissioning to the artist's hands, highlighting the stages of dismantling, sorting, and assembling components into the final artwork.

The IQOS Device Circular Program encourages consumers to return unused devices to designated drop-off points for collection and processing. The program ensures that components such as lithium batteries are recycled, promoting material recovery and consumer awareness.

Amr Taha, General Manager of Philip Morris Lebanon, emphasized the importance of making the device's post-use journey visible and relatable. He hopes that GENESIS and the Device Circular Program will inspire more people to consider the value of materials before disposal.

The unveiling event also allowed guests to engage with the recovery process, contribute to a collective artwork, and learn about the IQOS program. The GENESIS sculpture will be displayed at Arthaus in Gemmayzeh for two months, providing the public with an opportunity to view it up close.