Les Suisses de Paris

What would it be of French visual culture without the contribution of Swiss designers who suddently emigrated to Paris? The answer at the Museum für Gestaltung in Zurich.

The Museum für Gestaltung presents the exhibition “Les Suisses de Paris”, putting the spotlight on the work of major Swiss graphic designers in Paris. These designers introduced radical innovations to the city’s graphic arts scene and created a lasting impact that is still perceptible today.

**Top:** Jean Widmer, visual design, Centre Georges Pompidou, logo proof, 1977. **Above:** Fred Rawyler, fashion show by Indreco, summer 1967. Museum für Gestaltung Zürich, Graphics Collection

From the 1950s onward many Swiss graphic designers and typographers followed the call to Paris. Most were educated young men from German-speaking Switzerland who went to Paris in search of artistic inspiration, to escape the insularity of home and, above all, for work. While an older generation still dominated the small Swiss market, in Paris they were welcomed with open arms. Lured by the prospect of exciting work in warehouses, agencies and publishing companies, Paris, unlike Switzerland, also offered a national academy of fine art.

Peter Knapp, Elia Fouli, Sandra et les lunettes Courrèges, in: Elle, 1965 — Peter Knapp, Elia Fouli, *Sandra et les lunettes Courrèges*, in Elle, 1965. Modern Print: 2016, Museum für Gestaltung Zürich, Graphics Collection

With their modern training, technical knowledge and craft skills the Swiss were able to impress their employers and make themselves indispensable in teaching. Not only did they transmit the basic principles of the ‘Swiss’ or ‘International Style’, they also reflected current trends such as op art, pop art and new wave. The exhibition focuses on 22 key figures, all of whom either spent many years in Paris, settled there permanently or are still active in the French capital. The most famous pioneers of the new wave of graphic design include Peter Knapp, Jean Widmer, Adrian Frutiger and Albert Hollenstein.

Visual Design Association, Hiestand & Associés, signage Centre Georges Pompidou, 1977. Museum für Gestaltung Zürich, Graphics Collection

Peter Knapp (Art Director), Brian Duffy (photo), D’un oeil neuf, les nouveaux tricots, magazine double-page spread, in: Elle No. 944, 1964. Museum für Gestaltung Zürich, Graphics Collection

Right: Friedrich Schrag (Art Director), Irving Penn (photo), magazine cover, Adam. La revue de l’homme No 268, 1961. Left: Peter Knapp (photo), Sonja Knapp (metal outfit sample), Grace Jones pour Ungaro, Bo-dy Sculptures fashion campaign, 1969. Modern Print: 2016, Museum für Gestaltung Zü-rich, Graphics Collection

Right: Jean Widmer, Galeries Lafayette, unpublished advertisement, 1959. Left: Jean Widmer, Animation touristique des autoroutes, template of picto-grams, 1972-1978. Museum für Gestaltung Zürich, Graphics Collection

from 4 November 2016 to 19 March 2017
Les Suisses de Paris. Graphic design and typography
curated by Barbara Junod
Museum für Gestaltung
Pfingstweidstrasse 96, Zurich

Les Suisses de Paris

What would it be of French visual culture without the contribution of Swiss designers who suddently emigrated to Paris? The answer at the Museum für Gestaltung in Zurich.

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