A massive art installation has been unveiled at Piccadilly Circus, one of London's most iconic locations, to emphasise the importance of recycling. Created by the not-for-profit organisation Every Can Counts (ECC), the artwork features an infinity symbol made from over 1,200 recycled aluminium drink cans.
It represents the endless recyclability of aluminium, highlighting how drink cans can be reused time and time again. Displayed next to the Shaftesbury Memorial Fountain, the installation will remain at Piccadilly Circus until Friday, October 18th, as part of Recycle Week (October 14th – 20th). This debut installation is set to tour additional locations across the UK next year.
Chris Latham-Warde, Programme Manager for Every Can Counts, said, "This infinity sculpture is a brand-new artwork for us, and where better to reveal it than one of London's most recognisable locations during Recycle Week. As well as being visually impressive, the installation spreads the important message that aluminium can be recycled time and time again – from empty cans being crushed and melted down to solid aluminium, through to life as a brand new drink can ready to be filled, enjoyed, and recycled all over again.”
A 'canny mascot,' dressed from head to toe in over 300 recycled drink cans, captivated passersby during the unveiling of the installation on Monday, October 14th. Meanwhile, recycling ambassadors roamed the area with special recycling backpacks, collecting empty cans from the crowd.
Every Can Counts' rainbow installation, also crafted from recycled aluminium cans, has previously toured towns and cities across the UK, aiming to inspire people to recycle their drink cans. The organisation is a unique collaboration between drink can manufacturers and the broader recycling industry, united by the goal of achieving a 100 per cent recycling rate for drink cans. Currently, 81 per cent of drink cans in the UK are recycled, with a record 10.7 billion cans collected for recycling last year.
“Every empty drink can could be recycled and back on a shop shelf in as little as 60 days. The people of London can play their part in this process by having a 'can do' attitude towards recycling – ensuring all their empty cans end up in the right bin means this valuable material will remain in circulation,” added Chris Latham-Warde.
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