Since 2014, the Bel Group and its Artistic Laboratory, Lab’Bel, have been involved in a series of collaborations with contemporary international artists entrusted with the creation of Collector’s Edition Boxes, to coincide with the brand’s 100th anniversary in 2021. These collaborations build upon and perpetuate the links that artists have forged with The Laughing Cow® brand. This modern icon has served as a source of inspiration for artists for almost a century. Participating artists create an original design for the Collector’s Edition Box of 24 portions, on sale at the usual price.
This is an original and efficient way of allowing the wider public to gain a greater understanding of contemporary art, and its means of distribution. The Collector’s Edition Box offer the public a choice: to eat the content, or to collect them. This unusual venture is a way of making art more accessible to a broader public and is typical of Lab’Bel’s actions. The Artistic Laboratory of the Bel Group was born in 2010.
