Switzerland in World Format

A special feature of the Swiss poster is its "world format" (128 × 90.5 cm), which has only become established as the standard format in this country.

The 80 posters on display invite visitors to saunter through the history of Swiss posters. A long tradition of training, committed clients, and high print quality: the Swiss poster enjoys outstanding international acclaim. One special feature is the "world format" (128 × 90.5 cm), which established itself as the standard format only in Switzerland. The sober, objective graphics of the Swiss Style, on the other hand, celebrated worldwide success. In addition, regional schools also shaped Swiss poster culture, for example, Basel’s object poster, which comprises everyday products. Tourism posters show a paradisiacal Switzerland, while voting posters tell of fierce political battles. Comprising around 80 posters, the exhibition invites visitors to take an inspiring and surprising stroll through Swiss poster history.


Exhibitions and events

Collection Highlights

Permanent exhibition

When Max Bill’s Ulm Stool meets Albrecht Dürer’s Apocalypse (1498) and Adrian Frutiger’s Univers font encounters a Balenciaga cocktail dress, when Sophie Taeuber-Arp’s puppets dance around a SBB...

Poster Stories

Permanent exhibition

Large-scale design history: from its beginnings over 100 years ago to the present day, the pictorial poster has achieved impressive stylistic diversity. Icons line up alongside rediscoveries, from...

Swiss Design Lounge

Permanent exhibition

How about biding your time while discovering and trying out outstanding Swiss design at the same time? The Swiss Design Lounge at our newly refurbished main building on Ausstellungsstrasse now...

Ciné-Passion – International Movie Posters

Temporary exhibition at Museum für Gestaltung Zürich, Ausstellungsstrasse until 26.10.2025

Ciné-Passion tells the story of cinema from 1920 to the present in 75 highlights of the movie poster genre. The reprints presented are all subjective, artistic interpretations of what the films they...

Textile Manifestos - From Bauhaus to Soft Sculpture

Temporary exhibition at Museum für Gestaltung Zürich, Ausstellungsstrasse until 13.07.2025

From geometrically ordered weavings in two dimensions to free forms in space: the exhibition shows anonymous pieces side by side with well-known positions, resulting in some surprising adjacencies of...

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