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Swissness Applied

Swissness Applied

New Glarus and Its Image of Cultural Heritage

Edited by Nicole McIntosh
Edited by Jonathan Louie


Publishing 11th Oct 2021
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    Full Description

    Founded by Swiss settlers in 1845, New Glarus in Wisconsin evolved from being a dairy farming and cheese production village to a popular tourist destination. Following a grave economic downturn in the 1960s and 1970s, the community discovered embracing the image of its cultural heritage, particularly traditional architectural details, as a way of survival. Consequently, they began to 'Swissify' their commercial building façades and so to appear even more Swiss. Since 1999, the town has even regulated the production of new buildings via its building codes to preserve this particular aesthetic evoking the familiar traditional Swiss Chalet style.

    Swissness Applied - New Glarus and Its Image of Cultural Heritage investigates the transformation of European immigrant towns in the United States, exemplified by New Glarus, WI. It features the results of extensive fieldwork on buildings in the village as well as design projections based on the local building code, and evaluates the outcomes through different representation techniques. Expert authors including Whitney Moon, Philip Ursprung, Kurt Forster, and Jesús Vassallo contribute essays that pick up on aspects such as the role of cultural imagery and immigration history in architecture, and on Swissness as a cultural concept in particular.

    About the Author

    Nicole McIntosh and Jonathan Louie are the co-founders of Texas-based firm Architecture Office. They were curators of the exhibition Swissness Applied that has been on display at University of Wisconsin-Milwaukee and Yale Architecture Gallery in 2019.

    Park Books
    Publish date
    11th Oct 2021
    Paperback / softback
    World excluding Austria, Germany, Switzerland, Puerto Rico, United States, Canada, and Japan
    300 mm x 230 mm
    220 Pages
    250 color, 30 b&w
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