Three decades of smooth ideas
Shopping The Glattzentrum turns 30 and Wyler Werbung has shaped its history. Visualix shapes the future.
Shopping The Glattzentrum turns 30 and Wyler Werbung has shaped its history. Visualix shapes the future.
The date was lucky. On February 13, 1975, the "city in front of the city" opened a new era of shopping. Since then, 180 million visitors have filled their baskets and car trunks in the Glatt center. Last year alone, 7.7 million people spent 637 million francs in over 100 stores, as Managing Director Marcel Stoffel calculates. The center on what was then still a "greenfield site" was the result of a joint initiative by Migros, Globus and Jelmoli. Today, Glatt provides work for 1250 people. Right from the start, the shopping paradise played a leading role in the national and international shopping center market. Its success continues unabated. Last year, turnover increased by 0.71 percent compared to the previous year. With 43387 square meters, Glatt is one of the most space-productive shopping centers in Europe.
Advertising has contributed a great deal to this success. "Glatt is one of the few brands in Switzerland that can provide a large stage for other brands and live off what it offers," writes Urs Riedener, member of the Executive Board of the Federation of Migros Cooperatives and Chairman of the Board of Directors of AG Einkaufszentrum Glatt.
His words are printed in a richly documented illustrated book "30 years of Glatt". The portrait was conceived by media manager Brigitte Post and her post.direct. It was designed by Christian Dür's Visualix agency. This agency in Egg, which is also known in the industry for its legendary Plakanda festivals, designed all the advertising for the anniversary as well as a large "shopping festival". This will take place from March 9 to July 9, 2005 in Glatt.
Christian Dür and his Visualix will continue to publicize Glatt with events in addition to their traditional advertising work. This special emphasis on communication for Glatt was strongly promoted by the agency Unisono Events & Werbung before Visualix was hired in 2003.
Ruedi Wyler previously relied primarily on posters for such events as well as sympathy advertising. Wyler Werbung has shaped Glatt advertising for over 20 years and contributed a great deal to its good image. "The product has to be good," says Ruedi Wyler, trying to soften the impact of his advertising. But the fact remains that his campaigns for Glatt are probably the most award-winning work for a single client in Switzerland. "For over 20 years, we designed around ten posters a year and sent five of them to competitions - nationally and internationally ...", says Ruedi Wyler.
Over 70 other large shopping centers have been opened in Switzerland in the 30 years of Glatt. The Glatt center is the undisputed number 1 in terms of sales performance - and intends to remain so, according to Thomas Kern, CEO of the Globus Group and Chairman of the Board of Directors of Interessengemeinschaft Zentrum Glatt. "The founders showed courage and foresight - it's up to us to prove our innovative strength and customer proximity every day!"
A series of eventsThe 30-year history of Glatt has been documented in a chronicle reflecting the times. Photographer Willi Kracher has captured various events in the mall over the years. The photo exhibition with background information will be on display at Glatt until March 5.
People: 30 years of Glatt - a portrait shows people, stories and background reports on 92 pages. The book can be purchased for 12 francs at the information desk in the center.
The shopping festival from March 9 to July 9: In addition to a competition for the public with valuable prizes, there is also a competition for professional designers. 50 shopping trolleys are to be designed as creatively as possible. On the occasion of an exhibition in April, the
Wägeli was awarded a prize by the audience.
Special exhibitions at Glatt from March 9 to April 2 show "Barbie - Icon of Lifestyle" and from May 21 to June 18 "Ferrari,
a legend".
Wyler Werbung designed ten posters a year for over 20 years.
New agency since 2004: Christian Dür and his Visualix are also in charge of the anniversary at Glatt.
Festival poster by Visualix.
Vision: Visualix wants to artistically package the Glatt for the festival.
Andreas Panzeri
The date was lucky. On February 13, 1975, the "city in front of the city" opened a new era of shopping. Since then, 180 million visitors have filled their baskets and car trunks in the Glatt center. Last year alone, 7.7 million people spent 637 million francs in over 100 stores, as Managing Director Marcel Stoffel calculates. The center on what was then still a "greenfield site" was the result of a joint initiative by Migros, Globus and Jelmoli. Today, Glatt provides work for 1250 people. Right from the start, the shopping paradise played a leading role in the national and international shopping center market. Its success continues unabated. Last year, turnover increased by 0.71 percent compared to the previous year. With 43387 square meters, Glatt is one of the most space-productive shopping centers in Europe.
Advertising has contributed a great deal to this success. "Glatt is one of the few brands in Switzerland that can provide a large stage for other brands and live off what it offers," writes Urs Riedener, member of the Executive Board of the Federation of Migros Cooperatives and Chairman of the Board of Directors of AG Einkaufszentrum Glatt.
His words are printed in a richly documented illustrated book "30 years of Glatt". The portrait was conceived by media manager Brigitte Post and her post.direct. It was designed by Christian Dür's Visualix agency. This agency in Egg, which is also known in the industry for its legendary Plakanda festivals, designed all the advertising for the anniversary as well as a large "shopping festival". This will take place from March 9 to July 9, 2005 in Glatt.
Christian Dür and his Visualix will continue to publicize Glatt with events in addition to their traditional advertising work. This special emphasis on communication for Glatt was strongly promoted by the agency Unisono Events & Werbung before Visualix was hired in 2003.
Ruedi Wyler previously relied primarily on posters for such events as well as sympathy advertising. Wyler Werbung has shaped Glatt advertising for over 20 years and contributed a great deal to its good image. "The product has to be good," says Ruedi Wyler, trying to soften the impact of his advertising. But the fact remains that his campaigns for Glatt are probably the most award-winning work for a single client in Switzerland. "For over 20 years, we designed around ten posters a year and sent five of them to competitions - nationally and internationally ...", says Ruedi Wyler.
Over 70 other large shopping centers have been opened in Switzerland in the 30 years of Glatt. The Glatt center is the undisputed number 1 in terms of sales performance - and intends to remain so, according to Thomas Kern, CEO of the Globus Group and Chairman of the Board of Directors of Interessengemeinschaft Zentrum Glatt. "The founders showed courage and foresight - it's up to us to prove our innovative strength and customer proximity every day!"
A series of eventsThe 30-year history of Glatt has been documented in a chronicle reflecting the times. Photographer Willi Kracher has captured various events in the mall over the years. The photo exhibition with background information will be on display at Glatt until March 5.
People: 30 years of Glatt - a portrait shows people, stories and background reports on 92 pages. The book can be purchased for 12 francs at the information desk in the center.
The shopping festival from March 9 to July 9: In addition to a competition for the public with valuable prizes, there is also a competition for professional designers. 50 shopping trolleys are to be designed as creatively as possible. On the occasion of an exhibition in April, the
Wägeli was awarded a prize by the audience.
Special exhibitions at Glatt from March 9 to April 2 show "Barbie - Icon of Lifestyle" and from May 21 to June 18 "Ferrari,
a legend".
Wyler Werbung designed ten posters a year for over 20 years.
New agency since 2004: Christian Dür and his Visualix are also in charge of the anniversary at Glatt.
Festival poster by Visualix.
Vision: Visualix wants to artistically package the Glatt for the festival.
Andreas Panzeri
