Abu Dhabi: This week, Switzerland participated in Dubai Design Week with an exhibition titled 'Reflections of Swiss innovation’, which concludes today. This event attracted thousands of visitors who are passionate about Swiss art, design and innovation. HE Massimo Baggi, Ambassador of Switzerland to the United Arab Emirates and Bahrain, attended the exhibition along with a number of high-profile guests, who expressed their admiration for Swiss creativity and iconic designs.

Commenting on this participation, HE Massimo Baggi, Ambassador of Switzerland to the United Arab Emirates and Bahrain, said: "Switzerland has a long design tradition and the so-called Swiss style can be expressed in many different forms – from our famous Swiss watches to our iconic typefaces and graphic designs. Through this exhibit, we succeeded in showcasing the innovative spirit of contemporary Swiss product design, which also addresses challenges such as environmental sustainability.”

During this event, visitors had the chance to immerse in a Swiss experience: take selfies under the umbrellas of the interactive installation, get a glimpse of the Swiss Pavilion design, and familiarize with Swiss designers through the masks project BYOM (Bring Your Own Mask) by Hyperaktiv.li in cooperation with Pro Helvetia Cairo as well as learning more about the production process and philosophy of the renowned Swiss bags and accessories manufacturer FREITAG, which made its debut in the Gulf region.

Manuel Salchli, Commissioner General of the Swiss Pavilion, added: “We are proud of the success of our installation at Dubai Design Week and this was just a first taste of the journey we will be offering at Expo 2020 Dubai. We are looking forward to welcome you next year in the Swiss pavilion, as it is a great opportunity to show the world Switzerland from a creative and innovative cultural point of view”.

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.

-Ends-

About the Swiss Pavilion 

Switzerland was the first country to confirm its participation in the Expo 2020 Dubai.

The Swiss Pavilion offers a unique encounter with Switzerland. It showcases Switzerland as a country of scenic beauty and a leading hub of technology and innovation by presenting the excellence of Swiss universities, start-ups and companies as well as creating joint events with local partners.

The Swiss Pavilion relies on a public-private partnership model. It promotes Switzerland’s economic capacity and attractiveness to the UAE – the most important trading partner in the Middle East. It turns the spotlight on its high quality products and services together with its partners Schindler, Rolex SA, Switzerland Tourism, Clariant, Novartis, Nestlé Middle East and North Africa and KGS Diamond Group Ltd and suppliers.

Presence Switzerland is in charge of the Swiss Pavilion. It is the unit of the Federal Department of Foreign Affairs, which is responsible for Switzerland’s image abroad and Switzerland’s official presence in international events, such as World Expos.

The selected project ‘Reflection’ was designed by the Swiss project team OOS AG (architecture), Bellprat Partner AG (scenography) and Lorenz Eugster Landscaping GmbH (landscaping) and built by General contractor Expomobilia.

About the Embassy of Switzerland in the UAE & Bahrain 

Switzerland and the UAE have enjoyed good relations since 1971. The Embassy of Switzerland in Abu Dhabi was first opened as a trade office in 1976 and then converted into an official diplomatic representation in 1982. A Consulate (today Consulate General) in Dubai followed 5 years later and a Swiss Business Hub in Dubai was added in 2005.

The UAE are Switzerland’s most important trading partner in the region and economic cooperation has been at the heart of the bilateral relations for a long time. More than 200 Swiss companies have chosen the country as a hub for their Middle Eastern and Asia business activities and a diaspora of 3’000 Swiss nationals lives here.

Today, this relationship has diversified to include education, research, innovation, financial affairs, energy cooperation, sustainable development and cultural diplomacy as well. Switzerland was the first country to confirm its participation in Expo 2020 Dubai. It sees this event as a unique opportunity to present all facets of this expanded focus and to explore new partnerships. 

For media enquiries regarding the Swiss embassy, please contact:
Maurizio Salvatori, Head of Public Diplomacy at the Swiss embassy
maurizio.salvatori@eda.admin.ch 

For media enquiries regarding the Swiss Pavilion, please contact:
Rana Radwan, Regional Communications Manager at the Swiss Pavilion
media@swisspavilion.org 

Send us your press releases to pressrelease.zawya@refinitiv.com

© Press Release 2020

Disclaimer: The contents of this press release was provided from an external third party provider. This website is not responsible for, and does not control, such external content. This content is provided on an “as is” and “as available” basis and has not been edited in any way. Neither this website nor our affiliates guarantee the accuracy of or endorse the views or opinions expressed in this press release.

The press release is provided for informational purposes only. The content does not provide tax, legal or investment advice or opinion regarding the suitability, value or profitability of any particular security, portfolio or investment strategy. Neither this website nor our affiliates shall be liable for any errors or inaccuracies in the content, or for any actions taken by you in reliance thereon. You expressly agree that your use of the information within this article is at your sole risk.

To the fullest extent permitted by applicable law, this website, its parent company, its subsidiaries, its affiliates and the respective shareholders, directors, officers, employees, agents, advertisers, content providers and licensors will not be liable (jointly or severally) to you for any direct, indirect, consequential, special, incidental, punitive or exemplary damages, including without limitation, lost profits, lost savings and lost revenues, whether in negligence, tort, contract or any other theory of liability, even if the parties have been advised of the possibility or could have foreseen any such damages.