(Adnkronos) - Iqos rinnova la sua partecipazione alla Milano design week con un’installazione-evento che racconta alla community di users il nuovo programma di economia circolare Rec, il progetto di riciclo di Philip Morris Italia totalmente dedicato ad Iqos e al riscaldatore di tabacco Lil. Nella Iqos lounge, realizzata in via Tortona 31 per l’occasione, sono stati presentati anche in anteprima nazionale i primi 200 dispositivi Iqos Iluma destinati al mercato italiano della linea “Iqos Refreshed”, l’usato premium di Iqos.
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00:00 [Music]
00:08 "Everything is changing", said the oisee, and Icos took it to the letter, focusing on the circular economy and giving life to REC, the recycling project of Philip Morris Italia,
00:17 totally dedicated to Icos and the tobacco heater Lil, presented on the occasion of the Milan Design Week, in action in the Lombard capital from 15 to 21 April.
00:26 Protagonists of the Icos Lounge, held in Via Tortona 31 for the event week, their various components of the tobacco products heated, which were closed in resin cubes, give life to an installation.
00:38 The walls of the lounge are also progressively enriched by continuous-line graphic motifs, which express the incessant change of matter and the centrality for Philip Morris of the circular economy program.
00:50 The project was born with the aim of recycling the raw materials of Icos and Lil, with the very ambitious aim of reaching about 500,000 Icos and Lil devices that will be recycled within this year,
01:06 with the aim of having about 80% of the recycled raw materials, raw materials that are typically advised by the European Community and critical, but which can have a second life in most sectors of the national economy.
01:19 In addition to the REC project, at the lounge set up for the Milan Design Week, Icos presented at the national preview the first 200 Icos Illuma devices,
01:28 intended for the Italian market of the Icos Refreshed line, the premium use of Icos.
01:33 An application that takes place on the devices of Icos Illuma, which are collected, if functional, from our consumers, are in some way inspected by our experts,
01:42 the aesthetic or technological parts are replaced, non-functioning, and a second life is given to them.
01:51 The Italianness of the line is for Philip Morris a very important strategic element.
01:55 It starts from tobacco, which is a product in Italy, evolves towards advanced manufacturing, which is present in Milan and Romania,
02:04 and then completes with digital services for the consumer.
02:08 To complete this circle, this circularity of the economy, there is no coincidence the REC, which, as I said,
02:15 was born at the Anagni plant in the province of Frosinone, and completes this focus on a 100% Italian line.