St. Moritz (also in Summer)

Another of the well-known and rare original posters based on a photomontage that Walter Herdeg designed for St. Moritz in the mid-30s – in this case to advertise the Engadin jet-set resort as a summer destination with three modern young ladies practicing archery.

Walter Amstutz, St. Moritz’s first director of tourism from 1929 to 1938, got to know Herdeg when he set up his own studio after formation at the Zurich School of Arts and Crafts and in Berlin. Amstutz was so taken with Herdeg’s simple yet bold compositions that he hired him in 1932 to give the resort’s advertising a fresh character – due to the global economic crisis, St. Moritz was lacking foreign guests, while competition from other Swiss vacation destinations was also increasing.

Amstutz therefore replaced the snow hare that Alex Walter Diggelmann had only created in 1930, with Herdeg’s sun logo, which could be used in both summer and winter, and entrusted him with the design of the posters and brochures – the beginning of an emblematic and productive collaboration, which the duo continued in 1938 after Amstutz’s resignation as spa director by founding a joint studio.

maybe of interest as well:

St. Moritz