DANIEL BUREN'S COLLECTOR'S EDITION BOX OF THE LAUGHING COW AT FIAC

The Laughing Cow® cheese is a symbol of smiles, happiness and sharing, but it also represents an incredible history of creativity and innovation. For this reason, and in preparation of the celebration of its 100th anniversary in 2021, The Laughing Cow®, together with Lab'Bel, the Artistic Laboratory of the Bel Group, has launched a remarkable series of collaborations, enlisting important contemporary artists to create its exceptional Collector's Edition Box series. Released each fall, these offerings renew the special rapport that has always existed between the brand and artists, some of whom where directly solicited by it, while others have merely used it as a source of inspiration.

In the eyes of the artists who create them, the Collector's Edition Boxes are full-fledged works of art. Each box offers purchasers a choice: to consume the contents, or to keep it intact as a collectible artwork. By jostling the logic of how contemporary art is perceived, as well as its modes of diffusion and its market"”with it

Collectors and contemporary art lovers will be able to acquire the boxes on a stand conceived by Daniel Buren for the project, located in the central hall next to the Escalier d'Honneur. The price of the Collector's Edition Box matches the price of the classic 24-piece box as it is set by distributors.

After FIAC, the Collector's Edition Box will also be available for sale online and at La Maison La Vache Qui Rit.