Inspired by the popular concept of pop-up stores, the pop-up House of Switzerland provides a temporary meeting place where the host country and Switzerland come together. Located in a central, fashionable part of the respective city, it affords the opportunity for a personal, creative encounter with Switzerland.
"Switzerland's communication abroad will face new challenges in the coming years. In the wake of the COVID-19 pandemic, Switzerland needs greater visibility for its products in its most important export markets. While virtual platforms are increasingly important, experience has shown that there is no replacement for face-to-face encounters and on-site experiences. This is where we see the Swiss pop-up as a useful marketing tool for us in Europe and further afield," says Ambassador Nicolas Bideau, head of Presence Switzerland.
The first pop-up House of Switzerland will be in Stuttgart, the capital of Baden-Württemberg in neighbouring Germany, one of Switzerland's economically most important neighbouring regions.
From 1 July to 31 October, Switzerland will have a presence in the middle of Stuttgart's pedestrian zone, in an attractive venue with a varied programme. Temporary exhibitions and innovative product presentations will give new insights into Switzerland: from the market hall with Swiss cheese and wine specialities, to the Swiss Game Corner, a drone obstacle course and a bicycle workshop. In collaboration with the Swiss federal institutes of technology and Swiss start-ups, visionary technologies will be presented, combining innovation with entertainment. The pop-up House of Switzerland will also feature a B2B zone for business networking, aimed at stimulating new collaborative relations between Switzerland and Baden-Württemberg. Swiss tourism will also be on show in Stuttgart.
"In the European context, our neighbouring countries and regions play a decisive role in Swiss foreign policy. The pop-up House of Switzerland will serve as a platform to further develop and strengthen our relations with our European partners in strategic areas for Switzerland," adds Bideau.
Over fifty specialist events on future-oriented topics of shared interest will facilitate a great many face-to-face meetings and new encounters with partners from business, science, culture and politics. A number of representatives of cantonal authorities are also expected to attend, and a visit by the President of the Swiss Confederation, Guy Parmelin, is also planned.
Devised as a roadshow, after its premiere in Stuttgart the pop-up House of Switzerland is scheduled to appear at other locations that are of strategic importance to Swiss interests. Next stop: Milan. The tour will then move on to neighbouring France and is expected to reach New York.
Address for enquiries:
Ambassador Nicolas Bideau
Head of Presence Switzerland
Tel.: +41 79 667 69 15