Switzerland is very well know around the world for its classic symbols: the beautiful mountains, the delicious cheese, the tasty chocolate and the high-quality watches. This talks aims to explore Switzerland’s innovative and forward-thinking side, which many may know but still do not instinctively associate with a country whose image is characterized by such strong traditional values.

For a rather small country, Switzerland is very well known around the world. Its beautiful mountains, delicious cheese, tasty chocolate and high-quality watchmaking have become symbols that are nowadays inseparably linked to its flag. This benefits the country as a popular destination for tourism and generally contributes to shaping an image which is overwhelmingly positive. At the same time, however, this image only tells a part of the story. With an economy that favours SMEs, a dense network of academic institutions and international organisations, a leading public health system as well as a central position in the heart of Europe, Switzerland has been and still is a major driver of innovation in a number of fields. This talk aims to explore this modern and forward-thinking side of Switzerland, which many may know but still do not instinctively associate with a country whose image is characterized by such strong traditional values. It will revolve around three main questions: What defines Swiss innovation? How can we make it known? Where is it leading us?

This talk will be broadcasted on the Dubai Design Week website on 13 November, Friday 4pm and on Dubai Design Week’s YouTube Channel

About the Embassy of Switzerland to the UAE and Bahrain

The Embassy of Switzerland has a cultural diplomacy program that aims to promote Switzerland’s image as an innovative, creative and open country. For this project, it works with the following partners:

Swiss Pavilion (by Presence Switzerland) – A space at Expo 2020 Dubai for temporary exhibitions reflecting Switzerland’s position as one of the most innovative and competitive countries in the world.

Hyperaktiv.li - A lab for applied innovation where advanced concepts can be developed and take shape.*

FREITAG – Since 1993, the Zurich-based manufacturer has been injecting used truck tarps with new life by transforming them into functional, water-repellent and robust bags and accessories.

*Supported by Pro Helvetia Cairo: The Liaison office of the Swiss Arts Council Pro Helvetia in Cairo founded in 1988 to promote artistic and culture exchange between Switzerland and the Arab region.