Lab'Bel, the foundation of Bel cheese factories, was created to support and contribute to the development of artistic creation. The organization organizes numerous events, meetings with artists and performances to show what it believes in. In particular, she gives the floor each year to an artist to revisit one of the brand's most iconic products, the Laughing cow.
In an emblematic place, the Grand Palais, and during the Grand Messe de l'Art Contemporain, Fiac, she staged A collector's box for lovers of triangle cheese.
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How, within a tight budget and a tight schedule, can you create a stand in the Grand Palais to stage a physical, visual and audio work as well as a sales experience?
We made the link between the artist and Lab'Bel to create an installation that meets all these requests. We shot and edited the film in accordance with the artist's requests, we recruited and trained the sales force, we managed logistics on site. We have implemented sales measurement tools to understand buying behaviors.
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FIAC 2018
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How to give the sensation of an artistic performance but manage the codes and basics of business in the same experience and with a significant flow?
We identified the right balance between the sales force and the training of salespeople to maintain a very high level of efficiency while being able to answer questions, reach out to visitors and create a rich interaction with everyone. Work on logistics, increase in the time spent representing teams with customers and reduction of technical constraints. We measured the impacts of these changes to advise Lab'Bel in the next edition.
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FIAC 2019
How to translate Lab'Bel's presence at FIAC in the context of a store?
We chose a location and imagined a screenplay that best transcribes both the universe of Mel Bochner but especially the one that Lab'Bel wishes to create. We prioritized the ability to tell a story about commercial effectiveness in recruiting the sales force.
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“We were able to rely on Nestore for a very complex project, which required designers and artists to communicate. They were able to demonstrate a great capacity for adaptation to put all these creative forces into motion and into practice.”
Silvia Guerra, artistic director of Lab'Bel
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For the third year in a row, Nestore brought pop up into the heart of FIAC; a way of reminding people that art & the ephemeral are closely linked.
The Laughing Cow stand was at the foot of the main staircase of the Grand Palais like a Banskyesque foothold in the face of the top contemporary art scene.
A sequence of colors for this Laughing Cow pop-up store giving the brand's corner a minimalist and pop feel. Bringing out the product through art, the challenge was successful. With a perfectly straight line, the boxes do the decoration themselves.
La Vache qui Rit, Bel' group, was created in 1921, in Lons-le-Saunier, in the heart of Jura, under the name of “modern cheese”. Since 2009, Maison la Vache Qui Rit has been created and offers the brand a second lease of life. A veritable museum, the place offers a reinterpretation of the values of a brand that marked the marketing industry of the 20th century. Indeed everyone knows the brand's packaging: a hilarious cow wearing earrings in the shape of Laughing Cow boxes (Droste effect) and since then it has inspired many designers and graphic designers.
Since 2014, The Laughing Cow has created collector boxes in partnership with contemporary artists: Hans-Peter Feldmann (2014), Thomas Bayrle (2015), Jonathan Monk (2016), Wim Delvoye (2017), Wim Delvoye (2017), Karin Sander (2017), Karin Sander (2018), Karin Sander (2018), and Daniel Burren (2019), Daniel Burren (2019) and Mel Bochner with his Hahaha box (2020).
