Switzerland is running an exhibition titled 'Reflections of Swiss innovation’, at Dubai Design Week, which is taking place from 9 to 14 November 2020 at Dubai Design District (D3), building 7, plot 10. This exhibition is curated by the Embassy of Switzerland in the UAE & Bahrain, in cooperation with partners FREITAG, HyperAktiv, Pro Helvetia Cairo and the Swiss Pavilion at Expo 2020 Dubai.
The exhibition highlights Swiss know-how and excellence in cutting-edge and innovative design. The centrepiece of the exhibition is an interactive installation referring to the Swiss Pavilion at the upcoming World Expo and sheds the light on a selection of iconic Swiss design elements.
Manuel Salchli, Commissioner General of the Swiss Pavilion, said: “Our presence at Dubai Design Week is a great opportunity for visitors to immerse in a unique Swiss experience bringing together the best of Swiss creativity. We are looking forward to this event that will bring people closer to Switzerland through art”.
Iconic Swiss brand and upcycling pioneer FREITAG will make its debut in the Gulf region. Known for its functional, water-repellent and robust bags made from used truck tarpaulins, it will present the 'From Truck Till Bag' production process.
On a topical note, the 'Bring your own mask' (BYOM) project by Swiss design agency HyperAktiv gives young Swiss designers a platform to reconsider protective masks not only as an item that now accompanies our daily lives but also as a fashion statement.
As a display of Swiss design, the Swiss Pavilion offers an interactive experience to the visitors, who will be able to get a first glimpse of the Swiss Pavilion 'Reflections' at Expo 2020 Dubai and discover some iconic and surprising Swiss design elements.
The Embassy of Switzerland curated this exhibition through a cultural diplomacy programme that aims to promote Switzerland’s image as an innovative, creative and open country.