His approach and his work originate in the desire to take the current trend of upcycling further. He considers waste as a raw material for creation and treats it like the noble materials of the luxury sector.
William Amor imagines a singular technical process. He shapes his ornamental creations with meticulousness and thus reinvents the profession of floral designer. In addition to his artistic approach, the artist has a social dimension, surrounding himself with disabled people for his productions, the "petites mains d'or", to whom he passes on his know-how.