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

Comme chaque année, on prend plaisir à accompagner Lab'Bel,le fonds de dotation de la familleBel, pourthéâtraliser la Vache qui Rit.Pour cela, l'organisme a choisi de s'implanter dans notre pop-up storerue des Blancs Manteaux, en plein coeur de la Capitale.

The Laughing Cow Art Gallery

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.

The Laughing Cow Art Gallery
The Laughing Cow Art Gallery

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

The Laughing Cow Art Gallery
The Laughing Cow Art Gallery

The issue of the brand:

Comment transformer un espace en galerie d'art éphémère ?

Nestore’s part

Collaboration entre le Laboratoire Artistique Lab’Bel et l’artiste Martha Wilson, dans le cadre de la 10e édition de la Boîte Collector La Vache qui rit®.

The Laughing Cow Art Gallery
The Laughing Cow Art Gallery

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

The Laughing Cow Art Gallery

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