Federal Department of Foreign Affairs
Bern, June 24th, 2021 – For the first time, Switzerland is launching a “Pop-up House of Switzerland” and thus a new instrument for national marketing. The temporary network and communication platform, organized by Presence Switzerland in cooperation with the partners Switzerland Tourism and Switzerland Global Enterprise, strengthens Switzerland’s visibility in export markets and promotes relationships and new collaborations. Pop-up Switzerland will celebrate its premiere from July 1, 2021 in Stuttgart. From an economic point of view, Baden-Württemberg is one of the most important neighboring regions of Switzerland.
Inspired by the popular concept of pop-up stores, the Pop-up House of Switzerland offers a temporary meeting point between the host country and Switzerland in a central and trendy district of the respective city, which enables a personal and creative encounter with Switzerland.
“Landing communication will have to face new challenges over the next few years. After the Covid-19 pandemic, the Swiss brand needs increased visibility and attention for its products in its most important export markets. Although the importance of virtual platforms in communication has increased, it has also been shown that direct encounters and physical experiences cannot be replaced. This is where we start with Pop-up Switzerland as the new national marketing in Europe and overseas, ”says Ambassador Nicolas Bideau, Head of Presence Switzerland.
The start is made by the pop-up House of Switzerland in neighboring Germany in Stuttgart, the capital of Baden-Württemberg, one of the economically most important neighboring regions of Switzerland.
From July 1st to October 31st, Switzerland will present itself in the middle of the Stuttgart pedestrian zone in an attractive space with a varied program. Temporary exhibitions and innovative product presentations give new insights into Switzerland: from the market hall with Swiss cheese and wine specialties, to the Swiss Game Corner, to a drone obstacle course or a bike workshop. In cooperation with the federal technical universities and Swiss start-ups, visionary technologies are presented that combine innovation and entertainment. In addition, the Pop-up House of Switzerland is also equipped with an area for the B2B sector for business networking, which is intended to initiate new collaborations between Switzerland and Baden-Württemberg. Tourist Switzerland will also present itself in Stuttgart.
«In the European context, the neighboring countries and regions play a decisive role in Swiss foreign policy. The pop-up house is intended to serve as a platform to further develop and strengthen our relationships with our European partners in the strategic areas of Switzerland, ”continued Bideau.
With over fifty specialist events on joint future topics with partners from business, science, culture and politics, a large number of personal meetings and new encounters are made possible. Various representatives of the cantonal authorities are also expected. Federal President Guy Parmelin is also planning a visit to the Pop-up House of Switzerland.
Conceived as a roadshow, after the premiere in Stuttgart, appearances of the “Pop-up House of Switzerland” are planned at other locations that are of strategic importance for the interests of Switzerland. Next stop: Milan. The tour will then move on to neighboring France and is expected to reach New York.
Address for queries
Ambassador Nicolas Bideau
Head of Presence Switzerland
[email protected]
Tel.: +41 (0)79 667 69 15
Twitter: @EDA_DFAE
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Federal Department of Foreign Affairs
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