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In 2014, The Laughing Cow, together with the Artistic Laboratory of the Bel Group Lab’Bel , launched the Collector’s Edition Boxes series. The To celebrate exceptional series of collaborations anticipates The Laughing Cow’s 100th anniversary in 2021, inviting contemporary artists to reimagine the playful packaging.
Released each fall, the Collector’s Edition Boxes as works of art, give art and cheese lovers alike the choice to consume or collect. After Hans-Peter Feldmann, Thomas Bayrle, Jonathan Monk, Wim Delvoye, Karin Sander, and Daniel Buren, Lab’Bel has entrusted the creation of the seventh Collector’s Edition Box to American artist Mel Bochner.
For his part, Bochner replaced the background to better emphasize the famous happy cow with a signature “HA HA HA HA HA HA” in varying sizes. “The Laughing Cow is the Pop art incarnation of the Mona Lisa,” said the artist.