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Antikbar one sheet previously mounted "En route pour la Suisse" (
All Roads Lead to Switzerland) travel poster, created in 1935 by the pioneering Swiss graphic designer Herbert Matter. It is considered one of the most famous travel posters of the 20th century.
Poster Details
Artist: Herbert Matter (1907–1984)
Year: 1935
Technique: The poster is notable for its innovative use of photomontage, a technique that was new to travel advertising at the time. Matter overlaid several photographs of the Gotthard road and the Bernina Massif from a dramatic, dynamic perspective to create a sense of depth and adventure.
Commissioned by: The Swiss National Tourist Office (ONST)
Significance: The poster's high-contrast imagery, bold red typography, and modern design influenced the Swiss modernism movement for decades. |
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