Ahn Graphics

Switzerland: A Cultural Travel Guide

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From Zurich, the city of design, to Basel, where art and architecture come alive — and on to hidden gems known only to locals — this guidebook reintroduces Switzerland not through its familiar lens of nature and leisure, but through the vibrant worlds of art and culture.
Featuring insights from 38 Swiss creators and cultural figures — including Mario Botta, Peter Zumthor, and Claudia Comte — it presents a cultural map that reveals a different side of the country. With 293 carefully selected locations, from local cafés and art spaces to design hotels and scenic natural spots, all personally recommended by those shaping Switzerland’s creative landscape, this book invites readers to experience the country through the eyes of its artists.

편집자의 글

Reading Switzerland Through the Arts
A Journey Through Places, Guided by People’s Stories

“Switzerland: A Cultural Travel Guide” is a travel guidebook that rediscovers Switzerland from a cultural and artistic perspective. It breaks away from the information-heavy descriptions and sightseeing-focused routes typical of conventional travel books. Instead, it features interviews with 38 prominent figures in Switzerland’s cultural and creative scene — artists, architects, designers, and cultural curators — uncovering the places they cherish most. In this book, traveling through Switzerland means reading cities through the arts and walking through places guided by people’s stories.
While Switzerland is widely known for its stunning nature, leisure, and recreation, it is also a creative nation rich in design, architecture, and the arts. As a multilingual country with four official languages (German, French, Italian, and Romansh) and no single official capital, Switzerland is a federation where cultural diversity and regional identity play a strong role. This book reveals the distinct cultural characteristics of each canton and, through 38 interviews, offers insights not only into design, architecture, and art, but also into the Swiss political system, language diversity, direct democracy, arts policy, and civic consciousness.
The author aims to authentically convey the cultural assets and places of Switzerland through the voices of creators and cultural professionals active across the country. Interviewees include internationally renowned architect Mario Botta, Pritzker Prize winner Peter Zumthor, artist Claudia Comte, Sam Keller (Director of the Fondation Beyeler), Mateo Kries (Director of the Vitra Design Museum), and Alexander Schärer (CEO of design furniture brand USM), among others who represent Switzerland’s cultural and artistic landscape.
Each interviewee shares their region’s identity, personal artistic worldview, and philosophy — telling stories of the city not just as a backdrop of beautiful nature, but as a foundation of everyday life, creativity, and memory. The 293 places introduced in the book are personally cherished and recommended by the interviewees. While some are well-known museums or cultural sites, many are hidden gems filled with personal meaning: local cafés and restaurants, lakes and walking paths, studios and workshops, bars and clubs. These are places that reflect their thoughts, their everyday lives and artistic practices.
Rather than “checking off” tourist sites, understanding the meaning of sites through vivid personal stories — through the eyes of those who live, work, and dream there — invites readers to see familiar landscapes in a new light. By following personal stories embedded in spaces, the book presents a new way of travel: understanding a country through the voices of its people.

추천사

I am particularly pleased that this book serves as more than just a travel guide. It includes interviews with individuals who, in various ways, maintain close ties to Korea — people the author met through her efforts to deepen collaboration between our two nations. Through a series of thoughtful conversations, the book offers a gateway into the dynamic world of contemporary Swiss culture, revealing the country to Korean readers in an authentic and engaging way.
To all who hold this book in their hands: I wish you joy on this multifaceted journey of discovery. May you return home enriched by inspiring, and perhaps unexpected, impressions of Switzerland. The route SuhYoung Yun proposes is one I would gladly undertake myself.
Enjoy the journey.

Dagmar Schmidt Tartagli (Ambassador of Switzerland to the Republic of Korea)

책 속에서

“Geographically, Switzerland is landlocked and right in the center of Europe. That meant we had to invent things ourselves and find ways to sell them. That’s how watchmaking and aluminum production developed — it was about creating our own economy. People often don’t realize how innovative Switzerland actually is. Most aren’t familiar with the history of Swiss design. Of course, part of that is because Swiss people tend to be reserved and reluctant to promote themselves — we’re sort of trapped in our own little island.”

p.24, Alfredo Häberli, Product Designer

“Basel is a culturally rich city — it has everything from opera, theater, and concerts to international cultural institutions. Even the smaller organizations are excellent. I love going to Basel; it has this vibrant energy. With so many multinational institutions and companies, it has a truly global feel.”

p.84, Mateo Kries, Director of Vitra Design Museum

“Bern has a strong alternative culture. There used to be an old riding school under the highway, and activists turned it into a kind of self-governed village. They lived in wagons and caravans instead of permanent buildings and created a community in that open space. Even the police wouldn’t enter — it was an autonomous zone. I think that kind of spirit is what gave rise to Bern’s alternative culture, especially in art.”

p.121, Alexander Schärer, CEO of USM

“Lausanne has an incredibly high density of creative studios in fields like design, graphics, and fine arts. Many of them have ties to ECAL — either they studied there or they’re currently teaching. That’s part of what makes Lausanne such a creative city. There’s also a wide range of activity across the cultural sector, from galleries and museums to festivals and other creative initiatives.”

p.181, Alexis Georgacopoulos, Director of ECAL (University of Art and Design Lausanne)

“If it wasn’t for architecture, we wouldn’t have been able to build a school. Ticino has a long-standing architectural tradition. Great architects like Borromini, Fontana, and Maderno came from this region. It’s a place rich in materials and culture, with centuries of architectural history — from the Middle Ages through the Renaissance and into the Baroque period. Their descendants carried on that legacy. I didn’t invent something new — I simply used what was already there and made the most of it.”

p.354, Mario Botta, Architect

차례

Foreword
Introduction
Before Traveling to Switzerland
Upon Arrival in Switzerland
Map of Switzerland

  1. Zurich
    Alfredo Häberli: Product designer, founder of Alfredo Häberli Design Development
    Christian Brändle: Director, Museum für Gestaltung Zürich
    Marie Lusa: Co-founder of Galerie Gregor Staiger, founding member of Zurich Art Weekend & Paris International
    Ursula Palla: Artist
    Design Hotel: 25hours Hotel Zurich West

  2. Basel
    Sam Keller: Director, Fondation Beyeler
    Mateo Kries: Director, Vitra Design Museum
    Ascan Mergenthaler: Senior Partner, Herzog & de Meuron
    Claudia Comte: Artist
    Design Hotel: Volkshaus Basel

  3. Bern
    Alexander Schärer: CEO, USM
    Nina Yoon: Fashion designer, founder of NINA YUUN
    Cécile Vulliemin: Head of Design, Pro Helvetia
    Samuel Cobbi: Diplomat, Federal Department of Foreign Affairs, East Asia Division
    Atelier Oï: Design studio

  4. Neuchâtel
    Xavier Perrenoud: Watch designer
    Maximilien Pellegrini: Director, Académie de Meuron

  5. Vaud
    Alexis Georgacopoulos: Director, Ecole cantonale d’art de Lausanne (ECAL)
    BIG-GAME: Design Studio
    Caroline Bachmann: Artist
    Stefano Stoll: Founder & Director, Images Vevey
    Fabien Roy: Designer, Architect
    Denis Flageollet: Founder and Master Watchmaker of De Bethune
    Design Hotel: Hôtel des Horlogers

  6. Geneva
    Philippe Stoll: Senior Techplomacy Delegate, International Committee of the Red Cross (ICRC)
    Nicole Chebeir: Founder, NOV Gallery
    Nicolas Trembley: Curator, Syz Collection
    Laure Mi Hyun Croset: Novelist

  7. Valais
    Sami Lamaa: Founder, Chetzeron
    Design Hotels: The Omnia & Whitepod

  8. Luzern
    Uli Sigg: Art collector, former Swiss Ambassador to China, North Korea, Mongolia

  9. St. Gallen
    Claudia Caviezel: Textile designer
    Fabio Di Silvio: Managing director, Jakob Schlaepfer

  10. Graubünden
    Peter Zumthor: Architect, founder of Atelier Peter Zumthor
    Stephan Kunz: Director, Bündner Kunstmuseum Chur
    Not Vital: Artist
    Design Hotels: Waldhaus Sils & Hotel Arnica Scuol

  11. Ticino
    Mario Botta: Architect, founder of Mario Botta Architetti
    Francesca Benini: Curator, Museo d’arte della Svizzera italiana (MASI Lugano)
    Dongjoon Lee: Architect, co-founder of Stocker Lee Architetti
    Serena Cangiano: Professor, University of Applied Sciences and Arts of Southern Switzerland (SUPSI) & Ticino representative of Swiss Design Association (SDA)

Appendix: Swiss Train System and Hotel Industry
Image Credits
Acknowledgments

Yun Suh-young

SuhYoung Yun is the former Cultural and Public Affairs Officer at the Embassy of Switzerland in Seoul. She spent part of her childhood in Switzerland while accompanying her diplomat father on his posting in Geneva. She holds a BA in International Studies from Ewha Womans University and an MA in Strategic Design and Management from Parsons School of Design. Her career spans over a decade as a culture and travel journalist, contributing to newspapers, magazines, radio, and television. She previously worked as a culture reporter for The Korea Times and currently writes for the London-based design magazine Wallpaper* based in Seoul. She founded The Seoul Collective through which she curates cultural programs to foster cultural understanding between Korea and the world.
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