- Alinka Echeverría, Aala, Saint-Saphorin, 2016, from the series ‘Fremdvertraut’
© Alinka Echeverría
- Simon Roberts, Gornergrat, Zermatt, 2016, from the series ‘Fremdvertraut’
© Simon Roberts
- Shane Lavalette, Schwyz, 2016, from the series ‘Fremdvertraut’
© Shane Lavalette
The Fotostiftung Schweiz of Winterthur puts ‘Unfamiliar Familiarities. Outside Views on Switzerland’ on display. Through 7 May, 2017.
Like everywhere else in the world, in Switzerland too photography has also played an important role in the development of tourism. Switzerland Tourism has chosen an unusual project to mark its 100th anniversary in 2017 with the aim of exploiting the potential of photography anew. The Swiss Foundation for Photography (Winterthur) and the Musée de l’Elysée (Lausanne) invited five internationally renowned photographers to scrutinise Switzerland in their capacity as independent, subjective and sensitive observers – unrestricted by any advertising commission. The aim was not to show a representative image of Switzerland, but to provide an opportunity to see the familiar anew and from a subjective vantage point.
Shane Lavalette (USA) visited the same twelve communities that the Swiss photographer Theo Frey had portrayed for the national exhibition or “Landesausstellung” in 1939. Simon Roberts (UK) focussed on the relationship between people and landscapes. He sought out various viewing platforms. Alinka Echeverría (Mexico/UK) engaged with young people who are at a crossroads in their ives and at the mercy of the living conditions prevailing in their country – tomorrow’s Switzerland. Zhang Xiao (China) travelled along the river Rhine and produced a collection of fascinating and humorous visual question marks – the first series he has done outside of China. Eva Leitolf (Germany) travelled Switzerland’s borders in a caravan, sometimes looking in, sometimes out, while at the same time wondering where Switzerland begins and where it ends.
Please find more information at Fotostiftung Schweiz