Swiss Furniture – Properly planned

Founded in 1930, the Swiss Wholesale Furniture Manufacturers Association represented companies that produced exclusively for the trade. As furniture imports increased year on year after the Second World War and their value began to exceed that of Swiss goods at the end of the 1950s, the association tried to promote sales from domestic production with «properly planned» promising added value – also with posters on public display. At first glance, this may not seem obvious, as the association members only produced for the intermediate trade. However, the campaign obviously targeted end consumers, who – it was hoped – would demand Swiss products from their trusted retailers.

A rare and modernist-fresh original poster by Swiss commercial artist Jacques Luks and undoubtedly the most effective of the small series he designed for the association around 1960.

maybe of interest as well:

Arne Jacobsen – Architecture & Everyday Equipment