The posters that sold Switzerland to the world
The first tourists arrived in central Switzerland 200 years ago, now a festival to mark this anniversary will show off the best tourism posters that promoted the landmarks and must-see places in the region.
The poster festival “Weltformat”External link (world format) exhibits the work of Swiss artists who created the posters, and can now be seen at the Swiss Museum of Transport in Lucerne.
The history of Swiss posters began with those made for tourism, even in the 20th century, the poster was regarded as an art form. They were evocative and are still as vibrant today as when they were first made.
Stylish designs from the world of transport repeatedly made their way onto the posters promoting Switzerland – whether mountain railways, boats or buses, they were all designs that first enabled mass tourism in the Alpine country.
The Swiss Museum of Transport in co-operation with the Lucerne University of Applied Sciences and Arts, has brought together 36 posters which creatively represent the spirit of the time, but still manage to embrace tradition.
All pictures: Photopress / Swiss Transport Museum
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