Since 1987, Galerie Bruno Bischofberger has combined the advertisements for its gallery program with images of traditional Swiss life; a montage of contrasts that brings local traditions face to face with a globalized art world’s cosmopolitan self-image. For roughly thirty years, the advertisement series has appeared parallel in the art magazines Artforum and Kunstbulletin and has helped the gallery achieve a high level of recognizability.
With this project curated by Peter Fischli and Hilar Stadler, the ads are now being removed from their functional role and given a museum treatment. The collection of images of traditional Swiss culture thus, once again, undergoes a new contextual shift: inseparably linked to the gallery’s advertising, it now features in a museum display. The project is organized by the Museum im Bellpark, which, as a self-proclaimed contemporary museum of local culture, moves between genres and semantic fields. Thus, bringing local tradition to the attention of contemporary art generates the content through which the museum examines the construction of identities. Parallel to the exhibition, we will show the film Kranky Klaus (2002/03) by the American artist Cameron Jamie, who captures the Alpine traditions in a radical montage of image and sound.
The Museum im Bellpark would like to thank Galerie Bruno Bischofberger and Cameron Jamie for their generous support of the undertaking. Our thanks also go to the editorial staffs of Artforum and Kunstbulletin, who generously made the magazines available for the exhibition. In addition, we thank the Gladstone Gallery in New York for the loan of the film by Cameron Jamie. We are pleased that the publication for the exhibition will be published by the Verlag der Buchhandlung Walther König.
Hilar Stadler and Peter Fischli