Conceived as a teaser one year before Expo 2020 Dubai, the ‘Reflections of Swiss Innovation’ exhibition presented creative Swiss solutions to global challenges.

With innovation in focus, the Embassy of Switzerland staged a curated exhibition titled ‘Reflections of Swiss Innovation’, dedicated to the Swiss creative industries.

Alongside an installation offering a snapshot of what to expect for and highlighting the design elements of the Swiss Pavilion at Expo 2020 Dubai next year, the exhibition included a project by the innovation lab titled ‘BYOM (Bring Your Own Mask)’, which gave young Swiss designers a platform to rethink protective masks; an item that now accompanies our daily lives. Known for its functional, water-repellent and robust bags made from used truck tarpaulins, upcycling pioneer FREITAG presented the “From Truck till Bag” production process; with the company philosophy "we think and act in cycles" the iconic Swiss brand made its very debut in the Gulf region.


The Embassy of Switzerland has a cultural diplomacy programme that aims to promote Switzerland’s image as an innovative, creative and open country. For this project, it works with the following partners:

Swiss Pavilion – A space at Expo 2020 Dubai for temporary exhibitions reflecting Switzerland’s position as one of the most innovative and competitive countries in the world. - A lab for applied innovation where advanced concepts can be developed and take shape

FREITAG – Since 1993, the Zurich-based manufacturer has been injecting used truck tarps with new life by transforming them into functional, water-repellent and robust bags and accessories.

Pro Helvetia - Founded in 1939 by the Swiss Confederation, Pro Helvetia – the Swiss Arts Council, supports Swiss culture in Switzerland and throughout the world.

Pro Helvetia Cairo
- The Liaison office of the Swiss Arts Council Pro Helvetia in Cairo founded in 1988 to promote artistic and cultural exchange between Switzerland and the Arab region.