Archive of the City of Lugano

Postcards and promotional brochures for Ticino and Lugano as vacation destinations show a striking evolution over the years, especially in the early 20th century. Before the construction of the lakeside, representations of the landscape were dominated by picturesque views of the mountains, reflecting the natural beauty and alpine allure of the region. However, after the construction and the planting of numerous palm trees in the landscape, the way of communicating about the region underwent a noticeable transformation. The images shifted from a traditional mountainous landscape to an almost tropical one, highlighting characteristic elements of warmer climates. This change is sometimes achieved even through photomontages, where palm trees are added to create a “Swiss Riviera” atmosphere. This juxtaposition between the original mountain landscape and the transformation into an exotic location will influence our perception of the places to create an idealized image of reality, often conveyed by many artists and writers.