Wim Delvoye's 4,000-Piece La Vache Qui Rit Collection

Artist Wim Delvoye has amassed a collection of 4,000 La Vache Qui Rit labels and packaging, driven by a pure collector's impulse without social, financial, or intellectual motivations. He began collecting at age 17, initially intimidated by the red devil-like mascot, and decided to focus solely on this cheese brand at 20. Delvoye compares the collection to philately, noting the consistent format with minor variations and new promotional items every two to three months. He uses the term "tyrosemiophile" for such collectors and aggressively pursued becoming the best, befriending widows of deceased top collectors like Madame Lecomte and Madame Robardais. He traces the logo's history to Benjamin Rabier in the 1920s, followed by Léon Bel adding the name, and the Grosjean family's failed "La Vache Sérieuse" competitor. Delvoye highlights early aggressive marketing by Bel, predating Coca-Cola, with free rings, cache-pots, and Tour de France ads. The Bel fromagerie contacted him to buy the collection, but he explained his artistic approach and they did not understand. He considers the collection an "early work" and questions whether it is art, citing its sincerity. Delvoye remains uncertain if the collection constitutes an artwork, but values its authentic inspiration.