Take a Holiday!

From 5 August to 22 October 2017 at Castelgrande, Bellinzona
From 23 November 2017 to 30 June 2018 at Verkehrshaus, Luzern

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.

In cooperation with Switzerland Tourism