Experience the Migros story interactively

Zurich, 21.06.2012 - On 24 June 2012, Migros opens the Oranger Garten. The permanent exhibition is to be found directly next to the Park im Grüene in Rüschlikon (ZH). It shows visitors the history of Migros displayed in a garden with a pavilion: colourful, playful and very modern. In the pavilion, visitors can discover many historical treasures from Migros’ audio-visual archives using interactive technology. Some of the information on show is being revealed to the public for the very first time.

Playful, interactive, flexible and continually expanded with the latest content – the story of Migros is told in the Oranger Garten in Rüschlikon. Outside in the garden, 10 event and theme islands are presented: one of these is the tone meadow, created by the musician and sound artist Andres Bosshard, where the melody changes during the passing of the day and the seasons to harmonise astonishingly with the natural ambient sounds. The pavilion of the Oranger Garten – the heart of the exhibition – contains installations with the most modern, interactive technology. Here, visitors can conjure up on a huge screen through their own body movements and without touching anything whatever interests them: they can go virtual shopping just like their parents or grandparents, watch iconic advertising or promotional films, or be surprised by gems from the history of retailing, the products or everyday life – and in any of the three major Swiss languages or English.

Informative, sensory and multi-faceted

In the Oranger Garten, 16 Swiss authors, including Ruth Schweikert, Linus Reichlin, Daniel de Roulet and Endo Anaconda, tell of their relationship with the largest retailer in Switzerland and explain why we are all basically ‘Migros children’. But the Oranger Garten not only speaks to visitors, it also listens to them. Visitors can record their own personal Migros story in words and images, and thus enrich the Oranger Garten with a new dash of colour. The exhibition has been created through close cooperation between Migros Cooperative Zurich (MCZ) and the Federation of Migros Cooperatives (FMC), under the joint project management of Tobias Gremaud (FMC) and Christoph Frei (MCZ). Gisèle Girgis-Musy, member of the General Directorate of the FMC, is pleased about the successful conclusion of the project: “After much intensive work, the Oranger Garten is finished. I am very pleased to be able, together with the Migros Cooperative Zurich, to hand it over to the public. Through the Oranger Garten, we are making the history of a fascinating company available to the public. Thus a first, important foundation stone is laid. In the Oranger Garten, we will continually integrate further exciting developments from past and present in to the exhibition.”

Tobias Gremaud comments on the meaning of the Oranger Garten: “Migros has always been, and still is, close to the people and has achieved and accomplished a lot for the customers of today. The history of Migros is therefore representative of the history of retailing and everyday life in Switzerland. In the Oranger Garten, we give visitors the opportunity to connect the world of yesterday with that of today. In this way, visitors can put together their own, individual journey of adventure in images, text and sound.”

The Oranger Garten in Rüschlikon lies at the intersection between the Migros Parkside branch, the Park im Grüene and the GDI Gottlieb Duttweiler Institute – and thus also in direct proximity to the long-standing neighbourhood of Gottlieb Duttweiler. This year sees the 50th anniversary of the death of the Migros founder and it is this anniversary that is the main reason why the Oranger Garten is being implemented this year. The second reason is external: the UNO has declared 2012 to be the International Year of Cooperatives, which for Migros was another reason to create a permanent exhibition that demonstrates the unbroken strength of the cooperative idea.

“It is not a coincidence that the Oranger Garten is at this location,” says Christoph Frei from MCZ. “We wanted to consciously make a relationship between the history of Migros and one of the most modern Migros branches, to the GDI think-tank and to the Park im Grüene, and thus to the former living space of the Migros founder Gottlieb Duttweiler and his wife Adele.” The neighbourhood of the approximately 4,000 square metre Oranger Garten alone is guarantee of a comprehensive and direct experience of the Migros world.

The art of surprise

The information is passed on in an unconventional way. Martin Rohr and Claudia Schmauder from the Zurich studio SchmauderRohr have conceived and executed the Oranger Garten as sole contractor. Claudia Schmauder comments: “The Oranger Garten presents the history of the Migros for what it is: something dynamic that grows and develops and still continues today. Visitors can discover Migros, develop a feeling for the company and even interact with it.” The concept of the Oranger Garten follows an integral, comprehensive approach right from the very beginning, as Martin Rohr describes: “The garden leads from the outside to the inside, from the event and theme islands in the pavilion, from the briefly summarised information outside, to the more detailed content inside, from single images to moving pictures.”

The Oranger Garten is open to the public from Sunday, 24 June 2012. The garden and pavilion are open daily from 10am until 6pm. Entrance is free.

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Further information

Federation of Migros Cooperatives
Media spokesman
Urs Peter Naef

Tel: +41 (0)44 277 20 66 / +41 (0)79 290 84 84
Fax: +41 (0)44 277 23 33

Migros Cooperative Zurich
Head Kulturprozent / Corporate Communications
Christoph Frei

Tel: +41 (0)44 278 53 03
Fax: +41 (0)44 278 53 08