This elegant 1934 travel poster invites the viewer to discover Lake Thun (Lac de Thoune), at the gateway to the Bernese Oberland, one of Switzerland’s most celebrated alpine regions. Produced during the golden age of European tourism advertising, it reflects a period when railways and lake steamship companies commissioned refined graphic works to promote Switzerland as a destination of natural beauty, health, and serenity.
The composition is built around a softly toned photographic view of Lake Thun, framed by blossoming branches and dominated by the majestic alpine peak reflected in perfectly still water. The image evokes calm, purity, and balance, presenting the landscape not as dramatic wilderness, but as an idealized haven of harmony between mountain, lake, and sky. This poetic framing transforms the scenery into a timeless vision of Swiss nature.
Surrounding the image, the bold turquoise field and clean white lettering give the poster a modern, architectural clarity typical of 1930s Swiss graphic design. The typography is both functional and elegant, clearly identifying the destination while reinforcing the sense of order, freshness, and reliability long associated with Swiss tourism promotion.
Historically, Lake Thun played a central role in the development of Alpine tourism, linking Interlaken and the high valleys of the Bernese Oberland through steamship routes and rail connections. Posters such as this one were designed to appeal to an international audience, promising restorative landscapes, refined leisure, and effortless access to nature.
Today, this poster stands as a refined example of interwar Swiss travel advertising, combining photography and graphic design into a harmonious whole. It captures not only a place, but an atmosphere—an invitation to stillness, reflection, and the enduring allure of the Swiss Alps.
Original Poster
Tourism - Switzerland
Printed by Brugger in Meiringen
Good condition, minor restorations
Sign up & benefit from discounts or exclusive offers.