ViPArt -Exhibition of original Swiss vintage posters
09.18.2026 - 10.18.2026
Event link: vipart.ch/en/
Welcome to a journey through Swiss poster and cultural history
The fascination of Swiss poster art
Posters are meant to touch, move, and persuade us. Switzerland was long admired for the high artistic and technical quality of its poster advertising. This exhibition shows why.
Visitors will discover a variety of styles and visual worlds, well-known and lesser-known travel destinations, as well as famous and forgotten brands. At the same time, they will take a little journey through cultural history.
A rich cultural heritage
In the first half of the 20th century, Switzerland became famous for the exceptional artistic and technical quality of its advertising posters.
Businesses and travel destinations commissioned renowned painters and graphic artists to create their advertising messages. They designed imaginative, innovative and masterfully printed posters which, even then, were seen as works of art and transformed cities and towns into a ‘gallery of the street’. To this day, Swiss graphic design enjoys an excellent reputation worldwide.
This exhibition by ViPArt features about 100 original posters from the fields of tourism, consumer goods and culture. Most of the posters are from the private collection of Beatrice Müller, with a few items on loan from private collectors.
Panel discussion
From Cardinaux to TikTok – Rethinking Poster Advertising
Beatrice Müller is the initiator of the ViPArt exhibition. While running her own communications agency for 20 years, the passionate poster collector also opened the Artifiche gallery in Zurich.
Article in NZZ (in German) | LinkedIn
At this panel discussion, she will be speaking with the following figures from the worlds of art, advertising and the printing industry:
- Michelle Samelli, Goldbach NEO
- Christoph Dürig, VL Setaprint AG
- Martin Woodtli, graphic designer
- Dafi Kühne, poster designer and letterpress printer
Look forward to an exciting evening featuring discussion, dialogue and a drinks reception. Places are limited and will be allocated on a first-come, first-served basis.
Date: 7 Oktober 2026, 7-9pm
Location: Villa Bührle, Zollikerstrasse 172, Zurich