Trademark Matterhorn – a panel discussion

What does the Matterhorn mean to you, what does it mean to Switzerland or to the world? As part of project "Matterhorn Mania" we talked about the meaning and the significance of the "mother of all mountains".

The Matterhorn has now become a global marketing asset, helping to sell products from all over the world. As the "mother of all mountains", it symbolizes quality, tradition, and Switzerland itself. Livia Anne Richard, author and theatre director of the Open-Air Theatre at Gornergrat, Janine Imesch, marketing manager at Zermatt Tourismus and Stephan Feige, trademark and "Swissness" specialists talked about the significance and the importance of the Matterhorn around the world. The panel was moderated by Priska Dellberg of the Swiss national Radio. 

You’ll find a short review of the event on the Matterhorn Blog.

  

Exhibition
Matterhorn Mania – une exposition de produits

This summer the Swiss Alpine Museum is presenting the most surprising and curious Matterhorn products from around the world – and all on the Gornergrat ridge.

The Matterhorn adorns the packaging for Swiss chocolate, Swiss cheese, and Swiss muesli. As the "mother of all mountains", it symbolizes quality, tradition, and Switzerland itself. But that’s not all. The Matterhorn has now become a global marketing asset, helping to sell products from all over the world. The one thing they have in common: they’re either called Matterhorn, show the Matterhorn, or are shaped like the Matterhorn.

Matterhorn Mania 2
© Elena Lynch

Biscuits and black powder

The "Matterhorn Mania" exhibition presents a selection of weird and wonderful consumer goods from Switzerland,neighbouring countries, and overseas – there are the men’s swimming trunks from Italy and the beer can from Canada, as well as the cigarettes from Malaysia, shaving cream from the United States, explosive black powder and bottles of spirits from Switzerland. Whatever is inside the various bottles, boxes, jars, and cartons, they all have the name Matterhorn on the outside. It’s a global recipe for success.

"Matterhorn Mania" is the second pop-up exhibition on the Gornergrat to be staged by the Swiss Alpine Museum in conjunction with Gornergrat Bahn and Matterhorn Group.The Matterhorn Museum – Zermatlantis in Zermatt has also contributed exhibits for the first time. With thirty objects on display, the exhibition is designed for a brief visit of just a few minutes. The short accompanying texts give some fascinating insights into the mentality of international marketing and into the history of the products, which are virtually unknown in Switzerland. The texts, in German, French, English, and Japanese, are explicitly aimed at a global tourist market. Entry to the exhibition is included in the price of the ticket for the Gornergrat Bahn railway up the mountain.

Gornergrat Shelter, 7 July to 15 October 2017
Matterhorn Mania: An Exhibition of Products
Opening times 9 am to 6 pm
Entrance free of charge