The Collector Boxes La vache qui rit® are physically embodied

Lab’Bel, the cheese Bel foundation, was created to support and contribute to the development of artistic creation. Lab’Bel organises many events, encounters with artists and performances to show what they believe in. In particular, they give the floor to an artist every year to revisit one of the most iconic products of the brand, la Vache qui Rit. In an emblematic place, the Grand Palais, and during the great event that is the Fiac, they exhibit a collector box for the lovers of the triangle cheese.

Discover the experimentations

The issue of the brand:

How is it possible, with a strict budget and limited time, to create a stand in the Grand Palais to stage a physical, visual and audio piece of art as well as a selling experience? 

Nestore’s part:

We were the intermediary between the artist and Lab’Bel to create an installation that would answer all of those demands. We shot and edited the movie according to the demands of the artist, we hired and trained the sales force, and we managed logistics on the field. We set up tools to measure sales to understand purchase behaviors.

picto lieu

FIAC 2018

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October 2018
picto flèches
Live testing
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Brand embodiment

The issue of the brand:

How is it possible, with a strict budget and limited time, to create a stand in the Grand Palais to stage a physical, visual and audio piece of art as well as a selling experience? 

Nestore’s part:

We were the intermediary between the artist and Lab’Bel to create an installation that would answer all of those demands. We shot and edited the movie according to the demands of the artist, we hired and trained the sales force, and we managed logistics on the field. We set up tools to measure sales to understand purchase behaviors.

picto lieu

FIAC 2018

picto calendar
October 2019
picto flèches
AB Testing
picto loupe
Brand embodiment

The issue of the brand: 

How is it possible to translate Lab’Bel’s attendance to the FIAC in the context of a shop? 

Nestore’s part:

We chose a location and imagined theatricalization which would best transcribe Mel Bochner’s universe and, especially, the universe that Lab’Bel wanted to create. We favoured the ability to tell a story about commercial efficacy in the hiring of the sales force. 

picto lieu

FIAC 2018

picto calendar
March 2021
picto flèches
AB Testing
picto loupe
Brand embodiment
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“We were able to lean on Nestore for a very complex project, which called for designers and artists to communicate together, and they were able to demonstrate a great capacity to adapt themselves, to put in motion and in practice all of those creative forces."
Silvia Guerra, artistic director of de Lab'Bel

The collector boxes La Vache qui rit at the FIAC 

For the third year in a row, Nestore let the pop-up into the FIAC, which was a way to remind everyone that art & the ephemeral are closely intertwined. 

La Vache Qui Rit’s stand was at the bottom of the main staircase of the Grand Palais, as if it were thumbing its nose at the crème de crème of contemporary art, in a Bansky way.

A succession of colours for this Vache qui rit pop-up store which gave to the corner of the brand a minimalist and pop aspect. To draw attention to the product through art, the challenge was successful. With a perfectly straight shelf-display, the boxes themselves act as ornaments.

The dazzling story of la Vache qui Rit and its collector boxes!

La Vache qui Rit, Bel’ group, was created in 1921, at Lons-Le-Saunier, in the heart of Jura, under the name “fromage moderne”. The House la Vache qui Rit was created and has been offering the brand a second youth since 2009. A true museum, the location offers a reinterpretation of the values of a brand which made a mark on the marketing industry during the 20th century. Indeed, everyone knows the brand’s packaging: a hilarious cow which wears earrings in the shape of Vache qui Rit boxes (a Droste effect) and since that time, the brand has inspired numerous artists and graphists. 

Since 2014, La Vache qui Rit created collector boxes in collaboration with contemporary artists: Hans-Peter Feldmann (2014), Thomas Bayrle (2015), Jonathan Monk (2016), Wim Delvoy (2017), Karin Sander (2018), Daniel Burren (2019) and Mel Bochner with his Hahaha box (2020).


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