Makers of Lift Used by Louvre Thieves Turn Heist Into Viral Marketing Moment
The German company behind the furniture lift used in the audacious Louvre jewel heist has turned global attention into a tongue-in-cheek marketing campaign — even as it condemned the misuse of its product in the €88m (£76m) burglary.
Böcker, the manufacturer of the Agilo furniture lift, posted an image of the lift cordoned off by police outside the Paris landmark with the caption: “When you need to move fast.” The post, shared across Instagram, Facebook, and LinkedIn, humorously highlighted the lift’s capabilities, stating it could carry “up to 400kg of treasures at 42m per minute — as quiet as a whisper.”
Speaking to Sky News, CEO Alexander Böcker said he and his wife, marketing manager Julia Scharwatz, realized their product had been used in the heist after spotting photos from the scene on Sunday. “We were shocked that our lift had been completely misused for this robbery, as it is not approved for transporting people,” he said. “And certainly not intended for burglaries.”
Böcker admitted that once the initial shock subsided and it became clear that no one had been hurt, “black humour took over.” He and his team decided to turn the incident into an ironic advertisement. “We brainstormed and played slogan ping-pong,” he said, crediting his wife’s marketing team with finalizing the viral campaign.
The company’s bold approach appears to have paid off. The post has attracted over 40,000 likes on Instagram and thousands of positive comments. One user called it “the best ad I’ve seen this year,” while another praised the company for “the cleverest advertising” of 2025. Böcker said that “99% of the feedback has been thoroughly positive,” noting that his firm has received congratulatory messages and product inquiries from around the world.
Despite the humour, Böcker emphasized that the lift’s use in the heist was unauthorized. The equipment, he explained, belonged to a customer who rents furniture lifts in Greater Paris. “During a demonstration on how to use the lift, it was apparently stolen and reported as such,” he said. The thieves reportedly removed company branding and replaced the number plates before carrying out the crime.
French police are continuing to investigate the spectacular four-minute heist, in which thieves scaled the Louvre’s facade, seized France’s Crown Jewels, and fled on motorbikes. The museum reopened to visitors on Wednesday after a brief closure, though the eight stolen objects remain missing.
Louvre director Laurence des Cars has since offered her resignation, describing the incident as a “terrible failure.” French senators heard that parts of the museum’s surveillance system were outdated, echoing earlier warnings from staff about chronic understaffing and inadequate security coverage.
