Every year, we support Lab’Bel in designing a space at the Paris Internationale art fair, held over the course of a week in October, to showcase its annual Collector Box. In 2023, Lab’Bel unveiled the tenth edition of the La Vache qui rit® Collector Box, in collaboration with artist Martha Wilson, who chose to dress the famous cow in a blonde wig and makeup, humorously highlighting the beauty standards imposed on women in our society.

Lab’Bel

Lab’Bel, the Bel Group’s artistic lab, has been a trusted partner for years, tasking us with bringing their bold projects to life. Since 2010, Lab’Bel has pushed boundaries in contemporary art—free-spirited, playful, and always unexpected. From curating collections and staging exhibitions in France and Europe to cross-disciplinary ventures in architecture, poetry, and music, they spark creativity at every turn. Their work includes publications and high-profile collaborations, like the iconic La Vache qui rit® Collector Boxes—each year reimagined by visionary artists in partnership with the "Groupe Bel".