A luminous tribute to the sun-drenched charm of southern Switzerland, this original 1937 travel poster by Mario Pescini captures the Mediterranean spirit of Lugano, nestled between the lake and mountains of the Ticino region.
Designed in an era when tourism posters were true works of art, this piece is a standout example of Art Deco travel advertising. The vibrant gradient of golden yellow hues reflects off Lake Lugano, while lush tropical vegetation and silhouettes of palm fronds evoke the surprising exoticism of Switzerland’s southern climate.
In the background, the unmistakable profile of Monte San Salvatore and the lakeside promenade of Lugano are rendered in strong geometric forms and contrasting colors, typical of the stylized modernism of the 1930s. The text appears in three languages — German, French, and English — emphasizing its role in promoting the region to an international audience.
This poster is signed “Pescini 37,” marking it as one of the most iconic works by Italian-Swiss artist Mario Pescini, who contributed significantly to the visual identity of Swiss tourism during the interwar period.
A bold, sun-drenched celebration of Ticino’s unique blend of Alpine beauty and Mediterranean allure, this poster remains a prized collectible among vintage travel enthusiasts, Swiss graphic art collectors, and lovers of 1930s poster design.
Original Poster
Tourism - Switzerland
Veladini & Co - Lugano
Good condition
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