German Company Capitalizes on Louvre Heist
A German company has turned a $100 million museum theft in France into a clever marketing opportunity.
Becker, the manufacturer of the furniture lift that was reportedly used in the Louvre robbery, posted a satirical advertisement on Instagram. Just this past Friday, the equipment was showcased at a museum in Paris. This display is modeled after a previous version from Germany that was shared on Monday.
The ad highlighted the lift’s impressive specifications: “If you’re in a hurry, the Böcker Agilo transports up to 400 kg of treasure at 42 meters per minute and is whisper-quiet thanks to its 230 V electric motor.”
On Sunday morning, masked thieves allegedly broke into the renowned museum and stole historic jewelry valued at over $100 million. As reported by CNN, recent video footage appears to show the suspect escaping via an elevator.
The managing director of Becker, Alexander Becker, expressed his shock upon discovering that their elevators had been misappropriated. “Once the initial shock wore off, black humor took over,” he mentioned, adding that he and his wife started joking around and brainstorming some slogans for their marketing.
Becker noted that the feedback on their posts has been mostly positive and quite overwhelming.
The robbery brought serious security flaws at the museum to light. Louvre Director Laurence de Cale addressed a French Senate committee and revealed that the museum’s outdated surveillance system fails to monitor the balcony on the east side of the Apollo Museum—where the suspect entered using an angle grinder.
She stated that the surveillance was “completely outdated and even non-existent” and even offered to resign, although France’s Culture Minister, Rashida Dati, declined her offer.
Becker mentioned that it appeared the elevator had been stolen from a customer demonstration in the Paris area, noting that the company’s branding had been removed and the license plate replaced.
Among the stolen items was the crown of Empress Eugénie Dati. As reported by ABC News, Eugénie was married to Napoleon III, who served as President of France from 1850 to 1852 before becoming Emperor until his overthrow in 1870.
