Wiesner

Circa 1960 original Swiss travel poster by Wiesner - Pontresina

Circa 1960

This stunning 1958 original travel poster by J. Burch captures the exhilarating ascent from Wengen to the Männlichen in the heart of the Bernese Oberland, one of Switzerland’s most majestic alpine regions. Issued to promote travel to the Jungfrau area, this poster is both a celebration of mid-century Swiss tourism and an icon of precision alpine engineering. The image is anchored by the vibrant red cable car marked LWM (Luftseilbahn Wengen-Männlichen), suspended mid-air against a crystalline blue sky. It glides silently above a steep cliff face, drawing the eye toward the pristine white peaks of the Lauterbrunnen Wall and the towering Jungfrau massif in the distance. Below, evergreen forests carpet the rolling terrain, hinting at hidden hiking trails and panoramic vistas. The design is photographic, crisp, and immersive — a hallmark of 1950s Swiss poster art that emphasized modern tourism, accessibility, and the harmony between infrastructure and natural grandeur. The composition balances awe-inspiring verticality with warm, inviting earth tones, giving the viewer a sense of serene anticipation. The typography is bold and grounded: “WENGEN” appears in block yellow stencil, evoking both Alpine sport and sturdy tradition. Beside it, “Männlichen” is set in white, providing a visual counterweight — like snow on stone. Beyond its aesthetic appeal, this poster marks a historical period when Switzerland was investing in world-class transport and tourism. The Wengen–Männlichen Aerial Cableway, inaugurated in 1954, symbolized post-war progress and the growing enthusiasm for alpine adventure among domestic and international visitors alike. Today, this poster is not only a window into the golden age of Swiss mountain travel, but also a collector’s item that embodies the country’s unique ability to blend dramatic landscape, technical mastery, and understated elegance. A must-have for aficionados of Swiss graphic design, alpine history, or anyone drawn to the timeless allure of high-altitude escape. Tourism - Photography...

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