St. Moritz (even in the summer)

Another of those famous yet rare original photomontage posters that Walter Herdeg designed for St. Moritz in the mid-1930s—in this case, using three modern young women practicing archery to promote the Engadine jet-set resort as a summer destination as well.

Walter Amstutz, St. Moritz's first spa director from 1929 to 1938, met Herdeg after the latter had opened his own studio following his training at the Zurich School of Applied Arts and in Berlin. Amstutz was so impressed by Herdeg's simple yet bold compositions that he hired him in 1932 to give the spa's advertising a fresh character—due to the Great Depression, St. Moritz was lacking foreign guests, while competition from other Swiss holiday destinations was also increasing.

Amstutz thus disposed of Alex Walter Diggelmann's mountain hare, created only in 1930, in favor of Herdeg's sun signet, which could be used in both summer and winter, and entrusted him with the design of the posters and brochures—the beginning of a collaboration that was as emblematic as it was productive, which the duo continued in 1938 after Amstutz's resignation as spa director by founding a joint studio.

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St. Moritz | Germaine Aussey