OLMA Theme 2026: A Leap as a Promise
The St. Gallen-based Alltag Agency developed the OLMA 2026 campaign—conceived entirely from the perspective of movement. A slow-motion jump by two children in Schwyz traditional dress captures the sense of anticipation, lightheartedness, and the fair’s motto, «OLMA—and Action!».
OLMA Theme 2026: Movement as a Creative Principle
The OLMA 2026 visual identity is the first for the trade fair to be developed consistently according to the «motion first» principle. The St. Gallen-based Alltag Agency designed the visual identity for the 83rd Swiss Agricultural and Food Fair in such a way that it works equally well as a static poster and in its animated version. At the center is a slow-motion jump: that fleeting moment between takeoff and landing, in which tension, lightness, and playfulness are all visible at once.
The Alltag Agency was awarded the contract through a design competition held in the spring of 2026, in which agencies, creatives, and designers participated. OLMA 2026 will take place from October 8 to 18 in St. Gallen—with Schwyz as the guest canton and under the motto «OLMA—and Action!».
From Competition to Impact
Basil Leuthold, a graphic designer at the Alltag Agency and responsible for graphics and concept development, describes the creative reasoning behind it: «The frozen moment of the jump remains clearly recognizable and gains even more impact through the sense of movement.» The conceptual considerations drew on a child’s anticipation, movement, and elements of the Schwyz traditional costume. «We didn’t want to develop a subject that merely announces something, but one that already evokes a feeling,» says Leuthold. «The jump, staged in slow motion, makes this anticipation immediately palpable and gives the campaign its own distinct, clear character.»
Schwyz Traditional Costume in St. Gallen Green
The guest canton of Schwyz is subtly featured in the theme. The two children pictured come from farming families in St. Gallen and Appenzell Ausserrhoden, but in the photo shoot they are wearing authentic Schwyz weekday traditional costumes—including a gingham dress, fichu, fazanetli, and shepherd’s shirt. According to the press release, this approach presents the guest canton not in a flashy way, but rather in a subtle and contemporary manner. The St. Gallen green in the background creates a visual connection to both the fair’s location and the children’s origins.
Claudia Bartolini, Head of Marketing and Sales at Olma Messen St. Gallen, explains the choice: «The theme won us over because it builds anticipation and evokes memories of our first visits to OLMA. It combines tradition with movement and perfectly captures our motto, »OLMA – and Action!’”
Program featuring new types of experiences
According to a press release, the 83rd OLMA promises a wide range of experiences. Highlights are expected to include the guest canton of Schwyz, the OLMA Action Area with attractions such as the ArboPark, and a special exhibition by the Swiss Army. Organizers plan to announce further program details in the coming months.
With more than 330,000 visitors and 640 exhibitors, OLMA is considered Switzerland’s most successful and popular public trade fair. According to its own figures, Olma Messen St. Gallen brings together 620,000 people annually and organizes more than 120 other events in addition to OLMA and OFFA.
For more information about OLMA 2026, visit https://www.olma-messen.ch
Contact person at Alltag Agency: Basil Leuthold (Graphic Design and Concept), Maurus Hofer (Cinematography), Armanda Asani (Motion Design), Isabelle Schirmer (Consulting), Phillip Bührer (Consulting). Person in charge at Five Agency (adaptation and rollout): Larissa Ebneter (Consulting and Project Management), Tim Stockmar (Creative Director), Matthias Eberle (Graphic Design). Responsible at Olma Messen St.Gallen: Claudia Bartolini (Head of Marketing & Sales), Katharina Mauch (Co-Head of Marketing & Communications), Valeria De Paola (Marketing Manager).
