Glimpse of So Schweiz!

The pop-up House of Switzerland: the new national marketing tool – coming to Stuttgart, Milan and New York

For the first time, Switzerland is launching a pop-up House of Switzerland and with it a new national marketing tool. This temporary networking and communication platform, organised by Presence Switzerland in cooperation with its partners Switzerland Tourism and Switzerland Global Enterprise, raises Switzerland's visibility in export markets, fostering relations and new opportunities for collaboration. The first Swiss pop-up will be unveiled in Stuttgart on 1 July 2021. In terms of trade, Baden-Württemberg is one of Switzerland's most important neighbouring regions.

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.

Press release, 24.06.2021

Address for enquiries:

Ambassador Nicolas Bideau
Head of Presence Switzerland
Tel.: +41 79 667 69 15
Twitter: @SwissMFA


Federal Department of Foreign Affairs