Philip Morris Lebanon unveils GENESIS sculpture crafted from recovered IQOS devices
Philip Morris Lebanon unveiled an artwork sculpture GENESIS, created from thousands of components recovered from IQOS devices during an event held at Arthaus in the Gemmayzeh area of Beirut. This initiative falls under the IQOS Device Circular Program, aiming to foster community awareness around sustainability and the importance of recycling materials through creative approaches that merge art and design.
The artwork GENESIS was designed by 3D artist and sculptor Rachel Koleilat, known for her focus on rethinking the value of discarded materials and transforming them into meaningful pieces. In her sculpture, the artist drew upon the structure of DNA sequencing, utilizing parts from recovered devices directly to create a new composition linking design with the concept of regeneration. Meanwhile, the scale and form of the artwork allow the public to tangibly witness the transformation that materials undergo. This sculpture embodies IQOS’s vision for sustainability, where the end of a device's lifecycle is not the end of the road, but rather the beginning of recoverable materials transformed into new forms.
Explaining the concept and vision behind the sculpture, artist Rachel Koleilat said: When I started working with the recovered IQOS devices, I wanted people to see the potential for a new creation within their hands. I chose the DNA structure because it visually expresses the idea of transformation, keeping the components visible so visitors can recognize the very materials from which the artwork was created.
Philip Morris Lebanon documented the design and execution stages of the sculpture through a three-minute short film directed by award-winning Lebanese director, Elie Fahed. The director’s camera tracked the journey of the device from the moment it was decommissioned to the moment it reached the artist's hands, passing through the stages of dismantling, sorting, and assembling its components, culminating in the completion of the sculpture.
Director Elie Fahed reflected on the concept of the short film, stating: In the film, we tracked the device's journey step by step—from its return and dismantling to the moment its components reached Rachel's hands. We wanted to capture these stages clearly, giving viewers the opportunity to see how familiar parts were transformed into a work of art.
IQOS Device Circular Program
The IQOS Device Circular Program enables consumers to return devices they no longer use to designated drop-off points, where they are collected and logged before being transferred to a licensed processing partner. The partner dismantles them, separating batteries, electronic circuit boards, metals, and external components. Under the program’s mechanism, lithium batteries are sent for recycling, while other components are recycled locally, aiming to provide a clear path for material recovery and inform consumers about the steps their devices undergo after return.
In this context, Amr Taha, General Manager of Philip Morris Lebanon, stated: We wanted to make the device's journey after its end of use visible and relatable to people. GENESIS offers an artistic interpretation of what recovered components can become, while the Device Circular Program gives consumers the opportunity to participate by returning devices, they no longer use so they can go through the collection, processing, and recycling path. We hope this experience encourages more people to reflect on the value of materials before disposing of them.
The unveiling event provided an interactive space for guests to learn up close about the journey of IQOS devices within the recovery process. Guests also had the opportunity to contribute to creating a collective artwork using recovered devices and to learn more about the details of the IQOS program and how to participate. The GENESIS sculpture will be hosted at Arthaus in Gemmayzeh, where it will be displayed for two months, allowing the public to view it up close.
