Arosa | 1915

Arosa, 1915, by Emil Cardinaux

This Swiss travel poster by Emil Cardinaux presents a stunning view of the alpine resort town of Arosa, set against the dramatic peaks of the Swiss Alps. The composition is dominated by towering, golden-lit mountains, their snow-covered slopes contrasting with the deep blue sky. Below, a picturesque valley dotted with chalets and evergreen trees extends into the foreground, evoking a sense of tranquillity and isolation.

Arosa, situated in the canton of Graubünden, was rapidly developing into a premier tourist destination in the early 20th century, known for its fresh air, winter sports, and summer retreats. This poster was commissioned to promote travel to the region, particularly following the opening of the Chur-Arosa railway in 1914, which made the remote mountain town more accessible.

Emil Cardinaux (1877–1936) was a Swiss painter and graphic artist regarded as a pioneer of modern Swiss poster design. Trained in Munich under Franz von Stuck, he developed a distinctive style that combined elements of Japanese woodblock prints and German Jugendstil. His 1908 Matterhorn poster is considered one of the first great Swiss travel posters, setting the tone for an entire genre. Over his career, he produced more than 130 posters, many featuring Swiss landscapes, ski resorts, and railway destinations.