A few weeks ago, the world was stunned by the spectacular “Louvre Heist.” Among the daring plot, one technical detail caught the attention of the internet: the lift used by the thieves to make a rapid descent. The equipment came from a real German company, Böcker. Its president, Alexander Böcker, seized the opportunity to promote the company on social media, creating a viral buzz that suddenly put the brand in the spotlight.
A few weeks ago, the world discovered the images of the spectacular “Louvre Heist” in which thieves stole a collection of priceless jewels worth an estimated €88 million. The operation was bold and cinematic. The perpetrators bypassed museum security and made a rapid escape from the upper floors of the world’s most famous museum using a lift that caught the attention of millions online. And this lift came from a German company, Böcker. Its president, Alexander Böcker, leveraged the moment for a social media campaign that went viral. This put the brand into the spotlight.
How did the company handle this unexpected buzz? What was its reaction to sudden fame? To understand, we reached out to the president of the lift company. In this exclusive interview, he reflects on the surge of visibility caused by the Louvre affair and how his team chose to turn this unusual situation into an opportunity. We also discussed with him the technical details of these products and whether this sudden attention might push the company to explore new markets.
Your elevator was mentioned in connection with the Louvre heist. What was your first reaction upon hearing this news?
Alexander Böcker: “When my wife and I first saw the photo online that Sunday, we immediately recognized the lift as a Böcker Agilo furniture hoist. At first, we were shocked to see our product used so completely out of context. But once we knew that no one had been injured, our sense of humor took over. We spent the afternoon brainstorming taglines. By Monday morning, my wife and her marketing team finalized the post — and the rest is viral history.”
Your advertisement “When Speed Matters” went viral on social media after the incident. How are you experiencing this unexpected buzz?
Alexander Böcker: “It was an incredible surprise. We had hoped for a bit of extra reach and some smiles, but certainly not millions of views and interactions. For a family-owned company operating in niche markets, the attention was overwhelming in the best way. We received countless positive messages from around the world and even media inquiries from CNN, BBC, and The New York Times.”
Do you think this kind of media exposure can influence how your products are perceived by the general public and industrial clients?
Alexander Böcker: “Definitely. While our core customers — roofers, carpenters, scaffolding contractors, moving companies and rental companies — already know us well, this global media attention has introduced Böcker to a much broader audience. Even people who will never need a furniture lift or crane now know our name and associate it with reliability, speed, and a sense of humor.”
Have you noticed any impact on demand or interest in your products following this media buzz?
Alexander Böcker: “We’ve gained a great number of new followers and fans. The number of sales inquiries hasn’t skyrocketed, but the awareness and positive sentiment have clearly grown, especially internationally.”
Now that we have talked about this buzz, could you remind us of the main technical features of this elevator? And what sets it apart from the competition?
Alexander Böcker: “The Agilo furniture lift stands out for its compact design, easy handling, and high load capacity. It’s designed for quick setup and efficient operation, which – as the incident proved – makes it ready for action in next to no time. Speed and reliability are key advantages, both for professionals and rental companies who depend on smooth workflows.”
Speed and reliability are at the heart of your ad. What technical innovations make these performances possible? Can you say you are faster than competition?
Alexander Böcker: “Our inclined lifts are engineered with powerful electric motors, strong battery technology and lightweight yet robust materials. Their design ensures quick assembly and smooth operation, even under demanding conditions. It’s part of our design philosophy.”
Do you plan to launch new products soon? If yes, what would be their main innovation?
Alexander Böcker: “Innovation is part of Böcker’s DNA. We are constantly developing new solutions to make lifting and transport on construction sites even safer, faster, and more energy-efficient. Our upcoming innovations will continue this path and will be presented at the Dach+Holz 2026 in Cologne.”
Are your elevators designed for specific industrial applications, or are they more versatile?
Alexander Böcker: “Our inclined lifts are highly versatile and can be equipped with different platforms, depending on the purpose of use and kind of material to transport. While they are mainly used in roofing, carpentry, scaffolding, facade construction, and furniture transport they can be adapted for many purposes. Flexibility is one of their biggest advantages.”
What safety standards do you integrate to ensure strictly professional use and prevent any misuse or accidents?
Alexander Böcker: “Safety is absolutely central to our engineering. We design our systems for professional use only, with clear operating instructions and built-in safety mechanisms to prevent accidents.”
In such a competitive market, what do you think carries more weight: technical innovation or communication, in the success of an industrial device?
Alexander Böcker: “Both are essential. Technical innovation is our foundation. It’s what keeps professionals choosing Böcker. But communication brings those innovations to the market and our customers. The Louvre incident showed that authenticity and a touch of humor can make even a technical product resonate with a global audience.”
Apart from heist 😉 do you see new opportunities for your products in sectors where speed and reliability are crucial?
Alexander Böcker: “Anywhere materials need to be moved safely and efficiently to the top, Böcker lifts and cranes have a role to play. From construction industries, like roofing, scaffolding, façade or window installation, to furniture transportation.”
What other message would you like to convey to your industrial clients and professionals following this buzz?
Alexander Böcker: “We’d like to thank our customers for sharing our sense of humor and for their trust in our products. The attention has been incredible, but what truly matters to us is continuing to deliver reliable, innovative lifting technology that makes their work easier every day.”
