{"id":7229,"date":"2020-11-03T15:58:54","date_gmt":"2020-11-03T14:58:54","guid":{"rendered":"https:\/\/www.chateaunantes.fr\/?post_type=exposition&#038;p=7229"},"modified":"2023-06-08T10:02:31","modified_gmt":"2023-06-08T08:02:31","slug":"exhibition-lu","status":"publish","type":"exposition","link":"https:\/\/www.chateaunantes.fr\/en\/expositions\/exhibition-lu\/","title":{"rendered":"Exhibition LU"},"content":{"rendered":"\n\n<div class=\"CMN2020_BLOCK_HANDI\"><div class=\"CMN2020_BLOCK_PICTO\"><div class=\"CMN2020_PICTO_HANDI\"><svg aria-label=\"\" role=\"img\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" x=\"0px\" y=\"0px\" viewBox=\"0 0 100 100\" style=\"enable-background:new 0 0 100 100;\" xml:space=\"preserve\"><title><\/title>\n<path class=\"svg_handi_fill\" 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everyone knows the <em>Petit-Beurre<\/em> biscuit or has tried a <em>Petit \u00c9colier<\/em> \u2013 both of which are flagship products of the Lef\u00e8vre-Utile (LU) brand. This company\u2019s origins can be found in<strong>&nbsp;one family\u2019s ambition \u2013&nbsp;a family focussed on modernity and creativity<\/strong>, whose history began in Nantes.&nbsp;<\/p>\n\n\n\n<p>Using Louis Lef\u00e8vre-Utile\u2019s own motto, \u201cTo whet appetites, you must begin with the eye\u201d, the exhibition&nbsp;<em>LU, un si\u00e8cle d\u2019innovation (1846-1957)&nbsp;<\/em>showcases the avant-gardism of one of Nantes\u2019 greatest industrial giants through the&nbsp;<strong>countless original objects&nbsp;<\/strong>held in the Ch\u00e2teau des ducs de Bretagne\u2019s collections.<\/p>\n\n\n\n<p>The Mus\u00e9e d\u2019histoire now has the largest collection of original Lef\u00e8vre-Utile (LU) objects in France: an incredible selection of over 1,500 objects and several one-of-a-kind items that tell the story of the LU company, largely thanks to donations by the Lef\u00e8vre-Utile family. New&nbsp;objects acquired during an auction of a private collection in 2018 in Paris are exhibited at the castle for the first time.<\/p>\n\n\n\n<p>The goal of this exhibition is to show the great creativity and innovation that characterized the brand, from its founding in 1846 to the birth of its famous LU logo by designer&nbsp;<strong>Raymond Loewy<\/strong>. The design of its biscuits, packaging \u2013a brand-new phenomenon at the time \u2013 and its distribution, not to mention the company\u2019s advertising, which reached out to the greatest artists of the time, including&nbsp;<strong>Alfons Mucha&nbsp;<\/strong>and&nbsp;<strong>Firmin Bouisset<\/strong>&#8230; All these themes are illustrated by objects, drawings, and paintings \u2013 most of which are unknown to the public.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"focussing-on-the-relationship-between-men-and-women\"><strong>Focussing on the relationship between men and women<\/strong><\/h4>\n\n\n\n<p>Next to the captions by certain objects, complementary texts examine the sexual division of labour and its evolution, as well as the use of feminine images in advertising. This offers an opportunity to examine the role women played throughout LU\u2019s epic history.<\/p>\n","protected":false},"author":12,"featured_media":217,"menu_order":0,"template":"","categories":[],"tags":[],"indications-recherche":[],"class_list":["post-7229","exposition","type-exposition","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Exhibition LU - Nantes&#039; history museum<\/title>\n<meta name=\"description\" content=\"The exhibition LU showcases the avant-gardism of one of Nantes\u2019 greatest industrial giants through the countless original objects.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.chateaunantes.fr\/en\/expositions\/exhibition-lu\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exhibition LU - 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