In 2019, we supported Lab’bel, the Artistic Laboratory of the Bel Group, with the creation of Collector Box #6 designed by Daniel Buren. In this edition, Buren took hold of the iconic La Vache qui rit® box and added a vertical colored stripe (red, green, blue, or yellow) running through the design, from the label to the rim of the box. This graphic gesture, characteristic of his “visual tool” (8.7 cm stripes) since 1965, seeks to reveal the implicit structures of advertising visuals, deconstruct the brand/perception relationship, and present the box as a complex object, both functional and conceptual. The work becomes a play of color permutations, where the cow figure fades or re-emerges depending on the background, disrupting the legibility of the original image.

Lab’bel

Lab’bel, the Artistic Laboratory of the Bel Group, has been a long-time client, trusting us each year with a variety of projects. Founded in 2010, Lab’bel supports contemporary creation with a free-spirited and unconventional approach. From art collections and exhibitions across France and Europe to cross-disciplinary projects blending architecture, poetry, and music, the laboratory continues to expand its creative initiatives. It also produces publications and artistic collaborations, including the famous La Vache qui rit® Collector Boxes, reimagined each year by leading artists in collaboration with the Bel Group.