Switzerland successfully concludes its participation in Dubai Design Week 2020
Abu Dhabi, 14 November 2020 – This week, Switzerland participated in Dubai Design Week with an exhibition titled ‘Reflections of Swiss innovation’, which concludes today. This event attracted thousands of visitors who are passionate about Swiss art, design and innovation. HE Massimo Baggi, Ambassador of Switzerland to the United Arab Emirates and Bahrain, attended the exhibition along with a number of high-profile guests, who expressed their admiration for Swiss creativity and iconic designs.
Commenting on this participation, HE Massimo Baggi, Ambassador of Switzerland to the United Arab Emirates and Bahrain, said: « Switzerland has a long design tradition and the so-called Swiss style can be expressed in many different forms – from our famous Swiss watches to our iconic typefaces and graphic designs. Through this exhibit, we succeeded in showcasing the innovative spirit of contemporary Swiss product design, which also addresses challenges such as environmental sustainability.
During this event, visitors had the chance to immerse in a Swiss experience: take selfies under the umbrellas of the interactive installation, get a glimpse of the Swiss Pavilion design, and familiarize with Swiss designers through the masks project BYOM (Bring Your Own Mask) by Hyperaktiv.li in cooperation with Pro Helvetia Cairo as well as learning more about the production process and philosophy of the renowned Swiss bags and accessories manufacturer FREITAG, which made its debut in the Gulf region.
Manuel Salchli, Commissioner General of the Swiss Pavilion, added: “We are proud of the success of our installation at Dubai Design Week and this was just a first taste of the journey we will be offering at Expo 2020 Dubai. We are looking forward to welcome you next year in the Swiss pavilion, as it is a great opportunity to show the world Switzerland from a creative and innovative cultural point of view”.
The Embassy of Switzerland curated this exhibition through a cultural diplomacy programme that aims to promote Switzerland’s image as an innovative, creative and open country.