The Lab'Bel pop-up store, La Vache qui Rit

As we do every year, we're delighted to be working with Lab'Bel, the Bel family's endowment fund, to dramatise the Laughing Cow.

Galerie La Vache qui Rit

Discover the retail experiments

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.

Galerie La Vache qui Rit
Galerie La Vache qui Rit

The issue of the brand:

How to create an ephemeral art gallery around a mass-market product ?

Nestore’s part:

Turnkey pop-up store, scripted and transcribed by artist Franz Erhard Walther.

©Martin Argyroglo pour Lab'Bel

Galerie La Vache qui Rit
Galerie La Vache qui Rit
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Thank you to the Nestore team for always listening to our needs and requests, which were quite demanding both artistically and in terms of production, with great expertise.

Silvia Guerra, Artistic Director Lab'Bel

Galerie La Vache qui Rit

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