The House of Cointreau has commissioned the artist William Amor to interpret the aromas of its iconic orange liqueur, which he has translated into four works created from recycled materials. Four aromatic families, expressed through delicate pieces, illustrate the olfactory depth of the liqueur from Angers.
William Amor elevates Cointreau’s aromas
Beyond their aesthetic quality, these works convey a message – that of breathing meaning into artistic creation. Using material that has been discarded or thrown away, William Amor is raising awareness of overconsumption, which generates pollution. To create these enduring compositions, he has recycled bottles and plastic bags, polystyrene beads and threads from friendship bracelets, as well as fishing nets and ropes that have washed up on the beach. His artistic approach is in line with the values upheld by the House of Cointreau, which is committed to an environmentally responsible policy, notably by recycling and recovering 95% of its waste and all of the orange peel used to produce the 14 million bottles sold each year worldwide.
"The history of the House of Cointreau, Édouard Cointreau’s ever-present humanism and desire to create a liqueur as clear as crystal, were the starting points for the works that I have created to adorn the aroma table at the Carré Cointreau visitor centre. Transforming waste into treasure is one of my mantras!"
William Amor, Artist