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.
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