International Poster Exhibition

To create a poster for a poster exhibition is one of the most demanding tasks for a designer, because he knows: in view of the (graphic) artists represented, his design is hardly ever more critically eyed.
Walter Käch did a pretty great job in 1933 (he was, just by the way, later the teacher of a certain Adrian Frutiger) with his work for the first International Poster Exhibition of the Museum of Decorative Arts in Zurich: At a time when typography had begun to be experimented with in Switzerland and avant-garde was not yet a dirty word (soon it was to be mainly about intellectual defence of the nation), he chose a modernist, rather conceptual approach, played with perspective and depth – and finally managed to achieve a three-dimensional effect with two-dimensional means; just look at the shading of the white rectangle, which make you think of a poster in the wild.