A German company inadvertently embroiled in the Louvre Museum heist after one of its lifts was used in the theft is making the most of its free publicity - by launching a new advertising campaign.
Werne-based firm Böcker this week published a social media post featuring the now-famous image of its furniture ladder extending up to a balcony outside the Gallery of Apollo.
When you need to move fast, reads a banner under the image. The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min - quiet as a whisper.
Video has emerged of the alleged thieves escaping on the mechanical ladder after stealing €88m worth (£76m; $102m) of France's crown jewels on Sunday.
The company's managing director, Alexander Böcker, told news agency AFP on Wednesday that, when it became clear no one was injured in the heist, it had used a touch of humour to draw attention to the family-run business.
The crime is, of course, absolutely reprehensible, that's completely clear to us, Mr Böcker said.
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.
Reaction to Böcker's new campaign has been enthusiastic, with responses on social media including marketing genius and excellent, that is German quality. One commenter quipped, Your messaging takes the crown.
Mr Böcker recognized his company's device from news reports, disclosing that the machine was sold a few years ago to a French customer who rents this type of equipment in Paris and the surrounding area. Allegedly, the thieves had arranged to have the machine demonstrated to them last week and had stolen it during the demonstration.
The thieves arrived at the Louvre shortly after the museum opened its doors on Sunday, and within eight minutes, they had made off with some of France's most valuable treasures, including those belonging to former royalty and imperial rulers. Among the eight items stolen were diadems, necklaces, earrings and brooches adorned with thousands of diamonds and other precious gemstones.
The Louvre reopened on Wednesday, a few days after what has been called France's most shocking theft. Museum director Laurence des Cars acknowledged that security had failed to spot the gang early enough to prevent the theft, admitting that CCTV around its perimeter was weak and aging. We've had a terrible failure at the Louvre. I've taken responsibility for it, she added.
Interior Minister Laurent Nuñez expressed his confidence that the thieves would be caught, noting that prosecutors believed the robbers acted under orders from a criminal organization.
