Swiss furniture – Well planned

Founded in 1930, the Swiss Association of Wholesale Furniture Manufacturers represented companies that produced exclusively for trade. As furniture imports increased year after year following World War II and their value began to surpass that of Swiss goods by the late 1950s, the association attempted to promote the sale of domestic production using the protected crossbow logo, which suggested quality, and the value-promising slogan «gut geplant» (well planned)—including through public poster campaigns. At first glance, this might not seem entirely obvious, since the association members produced only for the intermediary trade. However, the campaign evidently targeted end consumers who—so the hope went—would demand Swiss products from the retailer of their choice.

A rare, modern and fresh original poster by the Swiss graphic designer Jacques Luks, and undoubtedly the most striking of the small series he designed for the association around 1960.

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