200 years of tourism in central Switzerland. This anniversary, Weltformat is taking as an opportunity to refresh the genre of tourism posters. Together with the the Lucerne School of Art and Design and the Swiss Museum of Transport, we organised an exhibition in which fresh and historical tourism posters come together.
The history of Swiss posters began in essence with the tourism poster. For decades, the poster represented Switzerland in an emotional and influentially creative way to the outside world and to this day has not lost any of its charisma. Instead of stylishly designed posters of decades past, photographic posters are produced nowadays supported by many more advertising concepts and visual appearance. In our exhibition, 24 well-known poster designers and 12 students of the Lucerne University of Applied Sciences and Arts have dared to breathe life into this theme. The exhibition aims to show that the creative freedom leads to surprising and emotionally stronger results.
At the same time, we are exhibiting a selection of historical tourism posters from the collection of the Swiss Museum of Transport in the art gallery.