Big changes are coming to photoSCHWEIZ: Switzerland's largest and most significant photography exhibition is relocating from Zürich-Oerlikon back to the city center of Zürich, with the goal of evolving into a festival of international renown. “The city of Zurich should become a mecca for photography aficionados from around the world,” outlines organizer Michel Pernet. The Kongresshaus will serve as both the starting point and the new epicenter of this transformation.
According to Pernet, the downtown area offers far greater opportunities compared to Neu-Oerlikon. “There are many more possibilities for interaction with the local population,” he explains, which aligns with the DNA of the event. “Our intention has always been to present photography in a popular, cool, and accessible way for everyone,” says Pernet. The Kongresshaus allows for this in a way that few other locations can. Furthermore, the ongoing transformation in the retail industry plays to photoSCHWEIZ’s advantage. Art and culture are becoming increasingly important in brand and corporate communications, and also in retail, which enables photoSCHWEIZ to create privately financed side events and pop-ups around the main exhibition. Therefore, photoSCHWEIZ is aiming for additional strategic partnerships with cultural key players and prominent business entities in the city center, in addition to the Kongresshaus. “This way, we can have a presence with photography year-round, here, there, and everywhere, making Zurich the photography city of Switzerland,” says Pernet.
“This move gives us and Swiss photography a new perspective,” says photoSCHWEIZ organizer Michel Pernet. “With the Kongresshaus as the epicenter, photoSCHWEIZ can grow into a photography festival with international reach, featuring numerous side events and pop-ups before and during the exhibition.”
