Words with... / House of Switzerland, Switzerland
Hidden talents
Located in Milan’s Brera Design District, House of Switzerland is a project initiated and co-led by the Swiss Arts Council Pro Helvetia, and Presence Switzerland, a unit of the Swiss Federal Department of Foreign Affairs that is responsible for championing the Alpine nation’s image abroad. Located at Casa Degli Artisti, House of Switzerland is showcasing a host of talent from the country with an exhibition featuring works from Swiss brands, studios and design schools; it’s also playing host to Monocle Radio’s pop-up studio during Milan Design Week. To find out more about this design-minded diplomatic outpost, we caught up with Alexandre Edelmann (pictured left), interim head of Presence Switzerland, and Pro Helvetia design specialist Marie Mayoly (pictured centre).
Tell us what people can see at House of Switzerland during Milan Design Week?
Alexandre Edelmann: When you ask people around the world about Switzerland, cheese, mountains and chocolate usually come to mind ahead of design. We’re very proud of the cheese, mountains and chocolate but Switzerland is famous for many other things too and we want to show that.
Marie Mayoly: The overarching theme that all the exhibitors at House of Switzerland are responding to is “Urgent Legacy”. We don’t pretend as a country to have all of the solutions to the problems that we face as a society because we don’t – and nobody has. But there’s a discussion going on and sometimes people don’t expect Switzerland to be part of it. We don’t know what our legacy is yet, which is why it’s urgent to build it. The people we brought here are able to do it. We have emerging studios, universities and brands showing their work. Our goal is to give visibility to our creatives and connect them to the industry.
What do you hope people will take away from a visit to House of Switzerland?
MM: We want to show the diversity of Swiss design and the solutions that we’re bringing to the table. I hope that people go home with the idea that we’re an innovative design nation and that they meet new designers, editors, buyers and investors to collaborate with.
AE: It’s pretty interesting to visit the house and see all of the emerging talents. Creative Switzerland is unexpected for some people.
Why is having a relationship with Milan’s design scene so crucial?
AE: If you want to talk about design, go to where it happens. The fact is that Milan Design Week is the one week of the year when the entire world talks about design. If the project was about cinema, we would go to Cannes or Berlin. But for design, it’s important to be in Milan.
For more from Milan and the House of Switzerland, listen to Monocle Radio across this week.
Visit House of Switzerland at Casa Degli Artisti in Milan or click here for more information.