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The image of Switzerland Tourism ST has been constantly shaped over the past 100 years by a variety of measures that constantly surprise. From artistic posters in the beginning to digital media today that captures current trends. In the “Go on holiday!” travelling exhibition, ST looks back at the works of local designers and advertisers as part of its anniversary celebration.
Switzerland was the central reference in graphic design
Almost 25,000 visitors in Zurich and Bellinzona (the exhibition in Lucerne will continue until 30.6.2018) in 2017 saw how posters and advertisements have changed over the years and evolved to reflect the preferences of the times. Christian Brändle, Director of the Museum für Gestaltung und joint curator of the exhibition, says: “For decades, Switzerland has served as the artistic point of reference for graphic design. This creativity has significantly waned, which is regrettable and for sure down to the risk tolerance of the client. However, I am impressed by the markedly high quality of today’s photos and appreciate the humorous and light-hearted approach often used to market Switzerland.” The exhibition was also covered by the media, with articles inSchweizer Familie (German), RSI online (Italian) and RTS online (French).