Inside the House of Switzerland Milano: How Marie Mayoly and Alexandre Edelmann Are Shaping Switzerland’s Global Design Identity

At this year's Milan Design Week, the House of Switzerland Milano returns as a highly anticipated platform for showcasing the country's creativity, innovation, and cultural diversity. In an exclusive interview with Hypebeast, curators Marie Mayoly and Alexandre Edelmann discuss how this temporary cultural embassy is more than just a design showcase — it is a celebration of Swiss identity through design, architecture, and craftsmanship.

Reframing Swiss Design

While Switzerland is often associated with precision, neutrality, and minimalism, Mayoly and Edelmann aim to challenge and expand this perception. The 2025 edition of House of Switzerland focuses on telling unexpected stories, presenting Swiss design not only as functional but also playful, sustainable, and deeply human.

The exhibition gathers a wide range of emerging talents, experimental studios, and heritage brands, all reflecting Switzerland’s multifaceted design culture. Through carefully curated installations, furniture pieces, and objects, visitors will discover that contemporary Swiss design is about more than just clean lines — it is about social responsibility, innovation, and a dialogue with tradition.

A Cultural Bridge at Milan Design Week

Positioned during the world’s most influential design week, the House of Switzerland Milano serves as a cultural bridge between Switzerland and the international creative community. Mayoly describes it as “a house that is open to all,” where designers, students, and global brands can interact, exchange ideas, and find inspiration.

The space itself is designed to feel welcoming and adaptable, with modular structures and environmentally conscious materials. Rather than presenting static exhibitions, the venue hosts talks, workshops, and performances, making it a living space for creativity.

Highlighting Sustainability

Edelmann emphasizes that sustainability is at the core of this year’s narrative. Many of the featured projects tackle circular design, material innovation, and new manufacturing techniques aimed at reducing environmental impact without sacrificing aesthetic or functional quality. The House becomes both a showcase and a laboratory for the future of design.

Switzerland’s Soft Power Strategy

More than just a design event, the House of Switzerland is part of a broader diplomatic and cultural initiative. Backed by Presence Switzerland, the project aims to use design as a tool of soft power, strengthening Switzerland’s global reputation as not only a center of precision and luxury but also of creative innovation.

With a thoughtful curation and a fresh narrative, Mayoly and Edelmann are positioning Switzerland not just as a land of mountains and watches, but as a place where design meets purpose — and where tradition fuels the future.

For those visiting Milan Design Week 2025, the House of Switzerland promises to be one of the most vibrant and talked-about spaces of the festival.