Lugano | 1937

Lugano, 1937, by Mario Pescini

This 1937 travel poster by Mario Pescini presents a striking, sun-drenched view of Lugano, Switzerland, with bold contrasts and a rich colour palette. The composition is framed by dark, spiky palm leaves and cacti in the foreground, reinforcing the region’s warm, southern European climate. The golden hues of the sky and lake create an atmosphere of warmth and relaxation, while the deep blues of Monte San Salvatore and the distant hills add contrast. The town itself is depicted as a series of stylized white buildings along the shoreline, their reflections shimmering in the water. The typography at the bottom is bold and inviting, with “LUGANO” in large cream-coloured letters edged in red, accompanied by translations in German, French, and English to appeal to an international audience.

Lugano, located in the Italian-speaking canton of Ticino, was heavily promoted in the early 20th century as a travel destination that blended Swiss precision with Mediterranean charm. During the 1930s, tourism campaigns emphasized the region’s unique climate, lush landscapes, and lakeside leisure activities. This poster, commissioned by the Lugano tourism board and printed by A.G. Veladina, reflects that effort.