Like every year , we are delighted to support Lab'Bel, the Bel family's endowment fund , in staging the Laughing Cow. To do this, the organization has chosen to set up shop in our pop-up store on rue des Blancs Manteaux , in the heart of the capital.
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How is it possible to translate Lab’Bel’s attendance to the FIAC in the context of a shop?
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.
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How to create an ephemeral art gallery around a mass-market product ?
Turnkey pop-up store, scripted and transcribed by artist Franz Erhard Walther.
©Martin Argyroglo pour Lab'Bel
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How to transform a space into a temporary art gallery?
Collaboration between the Lab'Bel Artistic Laboratory and the artist Martha Wilson, as part of the 10th edition of the La Vache qui rit® Collector's Box.
Paris International Fair
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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
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