Berne 1914: A country divided

The 1914 exhibition poster - designed by Emil Cardinaux and derided for its depiction of a dappled green horse - was not the only thing about the third National Exhibition to anger the French-speaking Swiss. They also objected to its "Munich-style" architecture which, they claimed, was proof of their German-speaking compatriots' allegiance to Germany.

The spirit of Geneva was nowhere in evidence as Switzerland prepared for its 1914 National Exhibition.

As the First Word War loomed, the mood was dominated by the stand-off between France and Germany. By choosing a modern and harmonious architectural style, the organisers hoped to create the corresponding atmosphere for the National Exhibition. Geneva's "Village Suisse", with its bright mix of houses in all the regional architectural styles, made way for a typical Bernese village. Kitsch was out and the back-to-nature style of country life was in. Instead of junk souvenirs, ladies in traditional costume sold only high-quality rustic crafts which found favour with the jury. It was an era when Switzerland returned to the old values of its rural culture.

On the upper floor of the village inn "Zum Rösligarten", the Heimatschutztheater national heritage theatre group performed plays by Otto von Greyerz. Other members of the theatre jury - among them Herman Hesse, who went on to win the Nobel Prize for Literature, and Josef Reinhart - also played their part in ensuring that the quality of popular theatre improved. Greyerz had described this form of entertainment as a dreadful combination of the truly terrible and the affectedly stupid. Yet even as preparations for the Exhibition were underway, an anti-arts industrial movement was threatening a boycott. Businesses were against profit-oriented industry, claiming instead that its primary role was to promote Swissness. The government's worker-friendly position - reflected in the revision of the Swiss factories act - also came under fire.

The show must go on, despite the war

In the end, the National Exhibition attracted 8,000 exhibitors. What's more, ticket sales of 3.2 million were evidence of the event's growing popularity. The Belgian king visited on 7 July - which was to be one of the last carefree days before 220,000 Swiss men were mobilized for war on 1 August. The Eidgenössische Schwing- und Älplerfest, a celebration of traditional Swiss customs and sporting events, was postponed, and Exhibition Director Emil Locher considered closing down. The decision was ultimately made by the Federal Council, which had a vested interest in the Exhibition remaining open. What had begun as a fair to promote Swiss exports had developed into a forum for cultivating the patriotic consciences of Swiss shoppers and consumers.