Holidays in Switzerland

Original Vintage Travel Poster, designed in 1946 by Fritz Hellinger using a photograph taken by Franz Keerl of ice flowers on a window pane – lending the poster an almost mystical aura (even if the graphic designer’s intention was simply to depict the bitter cold). This impression is – no doubt intentionally – further enhanced by the vast sky that changes from light to dark as the sun sets, against the backdrop of the magnificent winter landscape, above a tiny, amazed couple of skiers.

The poster, which was actually created for the Swiss Center for Transport Promotion, attracted winter sports enthusiasts to the country from the end of 1946 onwards, at a time when Europe was slowly recovering from the devastation of the World War. But as it was – unsurprisingly – very well received it was, with a different text, then also used as the official poster for the 1948 Winter Olympics in St. Moritz. Unlike in 1928 (see also below), there was no poster designed specifically for the Winter Games – no doubt due to a limited budget and a relatively tight schedule: St. Moritz was only confirmed as the venue in September 1946.

A very obvious choice. On the one hand, the infrastructure in Switzerland, which had been spared by the war, was functioning well, and on the other hand, St. Moritz had already gained considerable experience after hosting the 1928 Winter Games. And neutrality certainly played a role, even though German and Japanese athletes were not allowed to participate at all and Austrian athletes were only allowed to participate under certain conditions.

maybe of interest as well:

2nd Olympic Winter Games – St. Moritz 1928