In 2007 and 2008, Avesta Group worked on the elaboration of a museum dedicated to the famous French cheese brand: Vache qui Rit.
Bel's historic brand, La Vache qui Rit® (The Laughing Cow®) was born in Léon Bel's French cheese plant in 1921, marking a revolution for consumers. Here was the first processed cheese available in individual wedges that could be preserved and easily carried thanks to its unique aluminium wrapped packaging. Another unique characteristic was its hilarious cow logo designed by illustrator Benjamin Rabier. Success came swiftly, and in 1929, building on its smooth taste and cutting-edge advertising, the cheese in the round box was rolled out in international markets.
Present in 120 countries, The Laughing Cow® has become a virtual icon, particularly in France where a museum of 2,350 sqm, La Maison de la Vache qui Rit (The Laughing Cow House), is dedicated to the brand. Designed by the architects Reichen et Robert & Associés, the project was guided by a search for harmony not only between the present and the past but also between the building and its environment. Through the permanent and temporary exhibitions, visitors to the site can learn about the brand's history and its defining values of conviviality, humour and innovation based on an exceptional gathering of 600 pieces that make up the heritage of the brand, its developments and multiple representations. The Laughing Cow House is also home to an outdoor children playground, an indoor and outdoor cafeteria, a shop and a food laboratory.
SAS with a capital of 10 059 500 €
RCS Lille Métropole 424 761 419 00045
Head Office: 2 rue Kellermann - 59100 Roubaix - France
AVESTA GROUP SARL - 20 rue de la Condamine - 75017 Paris - France