«White on Red - United Colours of Switzerland»
Poster of the exhibition
from October 15, 2004 to August 28, 2005
A shopping mall in a museum? Why not! When you visit the exhibition «White on Red», you enter the contrived world of the shopping centre: an atmo-
sphere which combines consumerism and enter-
tainment. At every turn, you encounter the Swiss cross, at counters, in display windows, in shops and at sales booths: as the national emblem represented in a variety of different ways, as a logo on yoghurt containers and pots and pans, as a design on mugs and handbags or worn proudly on the T-shirt of a sports fan.
As you walk through the exhibition, you are conti-
nuously confronted with the question of why the Swiss cross is currently experiencing a surge of popularity: has it been infused with new symbolic meaning or has it lost its significance as it is endlessly copied and mutated, fulfilling a purely decorative function? The exhibition reveals which values, products and messages are communicated by the «Switzerland» brand. And, it examines the pressures and contradictions associated with them.
In addressing this topic in the «White on Red» exhibition, the Museum for communication has once again broken new ground. Following an exploration of advertising two years ago, this exhibition takes a look at a related area: branding.
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