In 2016, following an invitation by Lab’Bel, Jonathan Monk requested that the label of La Vache qui rit® on one batch of the cheese-boxes manufactured in autumn of that year will be inverted, during the industrial production process. The cow is now looking in the other direction, and all the other product information is back to front. Through his direct intervention in a strictly controlled production process, Monk has transformed a mass-produced article – always identical and manufactured to the highest industrial standard – into a distinctive collector’s piece called ‘Collector’s Edition Box #3’. The industrial production hall replaces the artist’s studio as a mystic place. The graphics department, the machine park and the factory workers carry out the craftwork.

"A Mirrored Carpet Reversal With Segmented Cheese And Underside Reveal," is an evident extension of ‘Collector’s Edition Box #3’. Here the inversion of La Vache qui rit® on the label, appears updated on a circular-shaped carpet sculpture.