In 1875, Edouard and Louisa Cointreau began putting artists in the spotlight. In the 1980’s, their desire to give meaning to artistic creation finally took shape.
In 1986, the Fondation Cointreau pour la Création Contemporaine (Contemporary Creation Foundation) was established. Its mission is to support young artists and introduce the public to their creations in four cultural fields:
An active patron of the arts, the Foundation acts as a sponsor, or more precisely a sponsor of creativity, in support of three key values, DYNAMISM, INNOVATION and CREATIVITY, all core values at La Maison Cointreau since its inception.
The combination of Cointreau and contemporary dance was a successful attempt to invest in a cultural activity worth publicizing. Three years earlier, no businesses were supporting contemporary dance. The Foundation took a chance on becoming involved with a virtually unknown discipline that was receiving very little media coverage at the time. Some of the most notable programs supported by the Fondation Cointreau pour la Création Contemporaine have been:
The Foundation created Cointreau meeting points for artists and the press at prestigious film festivals such as the Festival Américain à Deauville, the Festival du Film Romantique in Cabourg and the Festival du Film Fantastique in Avoriaz. It expanded its presence by awarding prizes at the Festival du Film de Comédie in Vevey (1986-1990) and the Festival du Cinéma Nordique in Rouen (1989-1990).
Finally, we come to fashion and the arts. Always at the forefront of the avant-garde, the Foundation contributed to the installation of the Génitron clock, a work by François Scali and Alain Domingo. This extraordinary timepiece was placed in front of the Centre Georges Pompidou and indicated the number of seconds until the year 2000. The Foundation also prompted the republication of the Cité Moderne drawings by Robert Mallet-Stevens as part of an exhibition marking the 100th anniversary of his birth. It supported Michel Guéranger, who, on March 10, 1986, painted a monumental, 16,000 sq. ft. work entitled Peindre le Mont Blanc in the colors of Cointreau cocktails, all while at an altitude of 15,000 ft. And lastly, the Foundation has sponsored fashion shows and parties for various designers, creating custom cocktails for each of them.