Released in March 2021, the "BE@RBRICK LEONARD DE VINCI Mona Lisa 100% & 400% / 1000%" sold out instantly, not only domestically but also on the Louvre Museum's online store. How did this project come about? We asked about the reasons for collaborating with partner companies, considering the current state of museums.

Museums worldwide have closed their doors, and exhibitions and fairs have been canceled or postponed, with the global COVID-19 pandemic impacting the art world.

In April of last year, the International Committee for Museums and Collections of Modern Art (CIMAM), an organization comprising over 560 experts from modern and contemporary art museums in 85 countries, published 20 points that museums should consider during the COVID-19 pandemic. While measures for visitor and staff safety, facility management, and public communication are shared, it seems it will still take some time until this pandemic is completely over.

The Louvre Museum, one of the world's largest museums located on the right bank of the Seine in the heart of Paris, France, is also earnestly responding to this unprecedented crisis. This art spot, which exhibits over 380,000 works across 60,600 square meters and attracts approximately 10 million visitors annually, continues its efforts to keep the flame of art alive by supplementing operating funds through product sales in collaboration with companies and brands.

The first collaboration with MEDICOM TOY, "BE@RBRICK LEONARD DE VINCI Mona Lisa 100% & 400% / 1000%," which sold out on the day of its release, is one such initiative. It is an art toy that reproduces Leonardo da Vinci's "Mona Lisa," housed in the Louvre and renowned in Japan, on its body under the museum's supervision. Those who have already purchased it will know that a QR code is placed on the back of the BE@RBRICK's packaging, allowing easy access to the Louvre Museum's official website. Even when physical travel is not possible, it is possible to connect art fans with museums.

MEDICOM TOY has previously produced items featuring artists such as Andy Warhol, Jean-Michel Basquiat, and Keith Haring, as well as BE@RBRICKs like Van Gogh's "Sunflowers" under the supervision of the Van Gogh Museum in Amsterdam, Netherlands. For those who unfortunately could not obtain the "Mona Lisa" BE@RBRICK, please look forward to further news as a second collaboration BE@RBRICK with the Louvre Museum is currently being planned.

This time, we spoke with Yann Le Touher, Director of Mecenat at the Louvre Museum, to hear directly from the front lines of the art world, which is striving for its future despite the difficult circumstances.

Yann Le Touher
Head of Development, Brand Licensing, and Commercial Partnerships at the Louvre Museum since 2016. Previously, he was in charge of sponsorship departments at several French museums, including RMNGP (2012–2016), Centre Pompidou (2009–2012), and Musée d'Orsay (2007–2008).

— Art fans in Japan who cannot visit the Louvre Museum due to the COVID-19 pandemic are very disappointed. What is the current opening status?

YannDue to the pandemic, the Louvre Museum has been closed since October 29, 2020. However, even if we cannot welcome the general public at this time, it is crucial to maintain a strong relationship with our audience through various digital services such as virtual tours offering a 360-degree view of the museum, live broadcasts, and podcasts.
Currently, the Louvre Museum's official SNS has 9.3 million followers (an increase of 1.02 million since 2019),Official Websiteand the official website received 21 million visits in 2020. I believe this indicates that a significant number of people are connected to the museum. Thanks to our newOnline Store, launched to showcase collaboration products with partner companies worldwide, we can now reach a broad audience that we couldn't before due to travel restrictions.

— Please tell us about the reasons for collaborating with partner companies around the world.

YannOne of the main reasons is that the Louvre is exploring innovative ways to extend its collection beyond the museum walls. It serves as a means to disseminate its collection and pique the interest of new audiences who may not have previously been interested in works like paintings.
Another important reason is to find new sources of revenue to better operate the museum.
By focusing primarily on these two objectives, the Louvre Museum will continue to pursue better collaborations.

— Are there any specific rules you follow when deciding whether to collaborate?

YannThere are many rules. We exercise extreme caution in our collaborations, but when discussing with brands, we always investigate their enthusiasm, philosophy, and product quality.

— A BE@RBRICK was recently released in collaboration with Japan's MEDICOM TOY. How did this come about? We'd also like to hear your impressions of BE@RBRICK.

YannThis collaboration was initiated by Sarah Andelman, who co-founded the concept store Colette in Paris with her mother.
We consulted Sarah about various collaboration projects that the Louvre Museum could undertake. Thanks to her excellent knowledge of trends and famous brands, it led to the encounter between the Louvre Museum and BE@RBRICK.
We were particularly interested in how BE@RBRICK could be collaborated with art pieces, and I thought the proposed design was truly wonderful.

— The motif for the first release is Leonardo da Vinci's "Mona Lisa," which was first publicly exhibited in Japan at the Tokyo National Museum in 1974 and is very popular in Japan. Could you tell us about the background of this work?

YannThe history of the "Mona Lisa" is still shrouded in mystery. The identity of the model, who commissioned the portrait, the time Leonardo spent creating it, the period he kept the work, and the circumstances under which it entered the French royal collection—all these matters remain unclear.
This portrait was likely begun around 1503 in Florence. It is believed to be a portrait of Lisa Gherardini, the wife of Florentine textile merchant Francesco del Giocondo, hence its alternative title, "La Gioconda."
However, Leonardo is thought to have taken the finished portrait to France without handing it over to the client. After his death, it was acquired as part of the collection of King Francis I.
In 1974, the "Mona Lisa" traveled to Japan by airplane for the first and only time for an exhibition (it traveled by ship to America). In Japan, up to 20,000 people a day formed long queues for hours, even if just to catch a glimpse of the "Mona Lisa" for a few seconds.

— When supervising the BE@RBRICK, were there any specific points you focused on or revised?

YannThe first point we focused on was the art historical content. When people want to learn more about the Louvre Museum or its collection, it is extremely important for each collaboration that the work is properly highlighted and all necessary information is easily provided. To achieve this, we include a QR code on all collaboration products that provides direct access to the Louvre Museum's and its collection'sOfficial Website.
Beyond that, there were not many revisions regarding the BE@RBRICK design itself; we had great trust in the work done by MEDICOM TOY's creative team.

— What are your thoughts on the completed BE@RBRICK LEONARD DE VINCI Mona Lisa 100% & 400% / 1000%?

YannI was very impressed. It is always a wonderful moment to see how a brand perceives our collection. We were able to understand MEDICOM TOY's expertise, which was important for us as well.

BE@RBRICK LEONARD DE VINCI Mona Lisa 100% & 400% / 1000%
Size | Approx. 70mm (100%) / 280mm (400%) / 700mm (1000%) in height
Price | [100% & 400%] ¥15,000 (excl. tax) / [1000%] ¥68,000 (excl. tax)
Sold Out
La Joconde. Portrait of Lisa Gherardini, wife of Francesco del Giocondo, known as the Mona Lisa.
Leonardo di ser Piero da Vinci, known as Leonardo da Vinci (Vinci, 1452 - Amboise, 1519) c. 1503-19
Musee du Louvre, Italian Paintings
© RMN - Grand Palais (Musee du Louvre) / Michel Urtado
BE@RBRICK TM & © 2001-2021 MEDICOM TOY CORPORATION. All rights reserved.

— Who do you think purchased these items? Also, how were these products sold in France?

YannI believe art toy fans interested in Renaissance paintings were drawn to them.
These products were also sold in France through the newOnline Store, launched in January to showcase collaboration products between partner companies and the Louvre. As the online store ships worldwide, we were able to offer them to people from various countries.

— The Louvre Museum has previously supervised and developed merchandise using its collection. What position do art toys like BE@RBRICK hold? We would also like to hear your outlook on the future of art toys.

YannArt toys are part of our brand development strategy, and we strive to extend our collection beyond the museum. The BE@RBRICK LEONARD DE VINCI Mona Lisa is our first collaboration product with MEDICOM TOY, and it feels like a recreation of "Mona Lisa," one of the masterpieces in the Louvre Museum's collection. It holds special significance in our brand development.

— We are also looking forward to the second and subsequent BE@RBRICK releases. What are your impressions of MEDICOM TOY, with whom you collaborated this time?

YannMEDICOM TOY is a wonderful Japanese company full of excellent talent and creativity.
This collaboration can be seen as a union of two worlds: the former royal palace in France, which has become one of the world's most famous museums housing ancient art, and a new, attention-grabbing Japanese company.

— The collaboration with UNIQLO UT also recently garnered attention. Are you currently undertaking various collaborations worldwide?

YannOver the past two years, the Louvre Museum's Sponsorship, Brand & Partnerships department has driven a major brand strategy. We have pursued global brand partnerships with companies like UNIQLO, Swatch®, and MEDICOM TOY, while also engaging in smaller, local collaborations. For the 2019 Leonardo da Vinci exhibition, we created a limited-edition macaron box with Ladurée.
We aim to explore unique expertise and creativity by collaborating with various brands in the process of discovering new perspectives on the Louvre Museum's architecture and artworks.