La Maison de La Vache qui rit ®
EXHIBITION: Not even old yet! at La Maison de La Vache qui rit ®
From June 9 to September 4 2011, The Laughing Cow House® will tell us absolutely all there is to know about its owner’s future!
Even though The Laughing Cow® just celebrated its 90th birthday last April 16, The Laughing Cow House® in Lons-le-Saunier is offering its visitors a glimpse into the future of this famous portion of cheese in an exhibition entitled “Not even old yet!”.
How will it be eaten over the next 90 years? What will our famous red cow look like? These are just a couple of the many questions that art and graphic design students from all over France and Switzerland answered.
The “Not Even Old Yet!” Exhibition
This timeless exhibition aims to celebrate our famous red cow’s 90th birthday in original fashion! The Laughing Cow House®, which defines itself as a “laboratory of ideas for the brand”, wishes to be seen as more than just a simple showcase for advertising its famous cheese portion; its true goal is to continue seeking out new ways to nurture and revitalize the creative, dynamic and innovative image of The Laughing Cow®. It is in this spirit that art and graphic design students* were invited to take the brand and work with its different aspects (the product’s persona, the food product itself, the commercial objective and the cultural semiotics). Using their skills in design, visual communication and the decorative and plastic arts, this generation of young artists appropriated The Laughing Cow® with creative and educative ambition. Although usually rather secretive, The Laughing Cow® has decided to bare all about her past, her birthday and especially her future!
Voyage to the year 2101
From promotion to parody, from dedication to deviation, from celebration to subversion and even misconduct, a myriad of artistic approaches transformed The Laughing Cow into an elixir of youth, a traffic sign, jewelry and an international icon posing with the most famous of stars!
The “Not Even Old Yet!” exhibition offers visitors the chance to view numerous zany and offbeat objects, photographs and films that mark the first step towards The Laughing Cow® of the future!
The central area of the exhibition will propel visitors into a future universe and lead them on a journey through a playful and participatory environment.
One of the main exhibits takes visitors into a catastrophic-yet-comical world dominated by change and contamination, where The Laughing Cow® is endowed with curative powers. Indeed, without The Laughing Cow®, the human race would be doomed and transform into crocodiles!
There are many other projects and presentations to discover from June 9 to September 4 in the temporary exposition space at The Laughing Cow House®.
About Lab’Bel
This exhibition was created in collaboration with Lab’Bel, the artistic laboratory of the Bel Group. Inaugurated in the Spring of 2010, Lab’Bel is committed to supporting contemporary art by adopting a spirit of sharing and accessibility. It thus seemed natural to Laurent Fiévet, Lab’Bel’s Director, and Silvia Guerra, the artistic director, to join forces on a project that provides a helping hand to the artists of tomorrow!
About La Maison de La vache qui rit®
The Laughing Cow House® was established in 2009 in Lons-le-Saunier on the very spot of the first Fromageries Bel production site.
While creating this House, the basic premise was to rethink the notion of the museum by creating an original, innovative, appealing and convivial environment. At the beginning of the tour, a 3D animated film portrays The Laughing Cow® throughout the ages as “Vachscaux”, “Vachkiris”, “Liberty Cow” or “Vachstronaute”…
Then, as visitors pass through the rooms dedicated to the brand’s history, period films, cartoons, songs, radio broadcasts, advertising films as well as animated films are presented one after another to illustrate the manner in which the brand has ingrained itself into our daily lives.
The Laughing Cow House®
25 rue Richebourg
39000 Lons-le-Saunier
www.lamaisondelavachequirit.com
Press office
Elsa Esteves
L’Agence Sophie Monet
Tel: 04 78 37 34 64
ee@monet-rp.com
