Special Exhibition

Opening: 26 April 2018, 6:30 p.m.

One hundred and fifty years ago, the successful journey of an unspectacular yarn began in Schaffhausen. Thanks to its quality and innovative advertising strategy, the Schaffhauser Wolle brand has become a legend of everyday culture in Switzerland.

On this anniversary, the Museum zu Allerheiligen is presenting a representative selection of over 100 advertisements created between 1924 and 1989 by Swiss graphic designers and artists, including important names such as Herbert Leupin, Donald Brun, and Martin Peikert. This will not only highlight a piece of Swiss advertising history; the colorful posters also capture the zeitgeist and attest to the social, economic, and aesthetic developments of their time.

In what were once the halls of Switzerland’s first worsted yarn spinning mill, the exhibition traces the success of this product from Schaffhausen. Interviews with contemporaries as well as films and photos will demonstrate a pioneering and entrepreneurial spirit and exemplify a chapter of Swiss industrial history. Knitting magazines  and knit clothing from seven decades will augment the exhibition with experiences of déjà vu and retro aesthetics.