{"id":228670,"date":"2025-10-27T18:58:09","date_gmt":"2025-10-27T18:58:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/228670\/"},"modified":"2025-10-27T18:58:09","modified_gmt":"2025-10-27T18:58:09","slug":"no-such-thing-as-bad-press-makers-of-lift-used-in-louvre-theft-launch-ad-campaign-the-art-newspaper","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/228670\/","title":{"rendered":"No such thing as bad press: makers of lift used in Louvre theft launch ad campaign – The Art Newspaper"},"content":{"rendered":"

A canny German company is seemingly attempting to cash in on the Louvre theft with a tongue-in-cheek advertisement.<\/p>\n

Officials at B\u00f6cker Maschinenwerke, which is based in the town of Werne near Dortmund, spotted that the furniture lift and ladder used in the daring Paris heist was one of their models, prompting an Instagram post<\/a> which reads: \u201cIf you\u2019re in a hurry\u2026.the B\u00f6cker Agilo carried your treasures up to 400kg at 42 m\/min\u2014quiet as a whisper thanks to its 230V electric motor.\u201d More than 40,000 people have liked the post with contributors giving mixed responses, ranging from \u201cthis is pure gold\u201d to \u201cthis is a disgrace\u201d.<\/p>\n

Julia Scharwatz, the company\u2019s marketing chief, told The Guardian<\/a>: \u201cAfter it was apparent that no one had been hurt, we started making a few jokes and putting our heads together on slogans we found funny.\u201d<\/p>\n

Scharwatz said that in 2020 the company had sold the mobile freight elevator in question to a company in the Paris region which rents it out to customers\u2014an idea amused Instagram users were quick to respond to. One commenter wrote in jest: \u201cI actually need one of those B\u00f6cker Agilo machines at the British Museum on December 24th, because I’m painting the exterior facade. A small, subtle touch, you know. Can you deliver it there? It’s just a little paint job.\u201d<\/p>\n