That was the scene on Sunday as the Louvre Museum in Paris served as the backdrop for an equally audacious heist. By stealing public debt, thieves stole €88 million worth of France’s crown jewels. The loot comprised a trove of diadems, necklaces, earrings and brooches set with thousands of diamonds, rubies and other gemstones. On February 27, 2004, right as the museum was preparing to open to the public, the thieves set their plan into motion. In just eight minutes, they got away with irreplaceable things in the world.
The criminals clambered down the building on a mechanical ladder, the Böcker Agilo, before fleeing the scene. They soon made their escape from the Gallery of Apollo, where the diamonds were exhibited. This specific device is able to carry loads up to 400 kg at a speed of 42m/min. The thieves had recently arranged for a demonstration of the Böcker Agilo just last week. They took the opportunity to steal it outright in the dead of that session.
Even Laurence des Cars, the director of the Louvre Museum, admitted that was a huge shortcoming. Too bad the institution wasn’t able to sniff out the gang before they pulled off the heist. He further lamented the aging infrastructure in the museum. The absence of adequate CCTV coverage in its vicinity aided the commission of the crime.
“We’ve had a terrible failure at the Louvre. I’ve taken responsibility for it,” – Laurence des Cars
The significance of what is stolen is immeasurable. They are pieces of history, once owned by past monarchs and imperial leaders. Though considerable investigations are still underway, attention is turning. Today, efforts focus on reclaiming these treasures and addressing security shortfalls at one of the world’s most famous museums.
In a surprising twist, Böcker, the German company that manufactures the mechanical ladder used in the heist, recognized its device prominently featured in news reports following the robbery. They took advantage of the widespread publicity to launch a new advertising campaign that focuses on the incident. The campaign includes the tagline, “When it absolutely, positively has to be there overnight,” highlighting what their service is best known for.
“It was… an opportunity for us to use the most famous and most visited museum in the world to get a little attention for our company,” – Mr. Böcker
Böcker’s unique marketing approach has drawn mixed but overall very positive reactions all over social media. Many users lauded the approach as brilliant and “marketing genius.” They made a big deal of the “German quality” of the products. Yet many critics including experts on law and ethics agree that profiting from such a heinous crime crosses an ethical line.
“The crime is, of course, absolutely reprehensible, that’s completely clear to us,” – Mr. Böcker
Böcker’s advertisement has caused quite the uproar. This heist has led to increased security at the Louvre and has sparked discussions about corporate responsibility in advertising tactics.
Local authorities have been working round-the-clock to find all the missing jewels. This event underscores the risks that even the most esteemed cultural assets experience, now leading them to review and strengthen security procedures.