Crystal-clear lakes, glowing mountain ranges, imposing bridges, and picturesque towns: these are the images that Switzerland still uses today to seduce holidaymakers. Through the tourism poster, which enjoys worldwide fame, they were spread internationally. In the form of steep mountain railways, serpentine roads, and monumental hotel buildings, the posters show advances in the infrastructure. The people depicted reflect the development from the discoverer to the emergence of mass tourism to the individual traveler. As well as posters, this Swiss self-presentation includes travel guides, photographs, advertising brochures, and films. On the occasion of the 100th anniversary of Switzerland Tourism, the Museum für Gestaltung reviews the country’s advertising history with a number of graphic design finds and offers an opportunity to discover a personal holiday paradise.
Share your impressions of the exhibition with the hashtag #takeaholiday.
Friday, 3 March, 7 pm
Welcoming: Christian Brändle, Director of Museum für Gestaltung and Jürg Schmid, Director of Switzerland Tourism
Introduction: Bettina Richter, curator of the exhibition and the posters collection
Guided Tours, Exhibition Talks, Workshops and More
The educational program of the exhibition opens a dialogue by means of tours. It offers creative confrontations in workshops, in particular for schools and families.
Painted Backdrops – "Take a Holiday!"
In the entrance hall of the Toni Areal a phenomenal imaginary panorama of Switzerland serves as a gateway that entices people into the exhibition.
Take part in our competition and give yourself a chance to win one of the wonderful prizes.
You can walk through the exhibition virtually on our eMuseum.
In cooperation with Switzerland Tourism