Verbier | 1950s

Verbier, 1950s, by Martin Peikert

Martin Peikert's 1950s poster for Verbier brilliantly captures the idyllic beauty of the Swiss Alps with its stylised depiction of the region’s expansive slopes and towering peaks. The composition highlights the modernity of the télésiège de Médran (chairlift), showcased in an illustrative blue medallion, as it glides above the golden hills and snowy ridges. The vibrant gradient of red and blue framing the scene creates a sense of depth and dynamism, while the precise typography adds a contemporary flair.

Verbier, located in the Valais canton of Switzerland, emerged as a premier ski destination in the mid-20th century, renowned for its innovative infrastructure, including one of the earliest chairlifts in the Alps. Martin Peikert, a celebrated graphic artist, played a key role in promoting Swiss tourism with his clean, evocative designs that balanced modern aesthetics with traditional alpine charm.