The House of Switzerland 2006

Planning for the strategic and conceptual design of the House of Switzerland at the Winter Olympic Games 2006 in Turin began in the autumn of 2004. The 2006 Winter Olympics took place in a wide area around Turin, and were based in two main centres. Firstly, the city of Turin with the principal media centre and the Medal Plaza, where the majority of medal ceremonies took place; and secondly, Sestriere with its own Olympic village and media centre. Switzerland decided to establish a dual presence at the 2006 Winter Olympics, setting up a House of Switzerland in both Turin and Sestriere.

Switzerland’s aim in creating two Houses of Switzerland was to establish a presence at both main venues so as to meet the differing needs and objectives of the project sponsors and its partners, as well as to ensure that a jointly presented Swiss profile could be brought closer to the relevant target groups.

The House of Switzerland in Turin

In Turin, a restaurant facility in the most strategically advantageous position – on the Piazza Carlo Alberto close to the Museo Nazionale – was leased for operations over the three weeks of the Games. Situated at the heart of Turin’s night-life scene and a stone’s throw from the Medal Plaza, where the vast majority of medal ceremonies took place in the evening, the site attracted a large number of passers-by, ensuring easy access and thus achieving a high level of visibility. Moreover, around a quarter of the Piazza Carlo Alberto was taken over to install a “Piazza Svizzera”. 

The leased Dual Restaurant, a popular eatery in Turin, was fitted out with a contemporary and elegant urban ambience including seating for around 120, as well as a bar that simultaneously served as a buffet for the whole restaurant.

In Turin, a restaurant facility in the most strategically advantageous position – on the Piazza Carlo Alberto close to the Museo Nazionale – was leased for operations over the three weeks of the Games. Situated at the heart of Turin’s night-life scene and a stone’s throw from the Medal Plaza, where the vast majority of medal ceremonies took place in the evening, the site attracted a large number of passers-by, ensuring easy access and thus achieving a high level of visibility. Moreover, around a quarter of the Piazza Carlo Alberto was taken over to install a “Piazza Svizzera”. 

The leased Dual Restaurant, a popular eatery in Turin, was fitted out with a contemporary and elegant urban ambience including seating for around 120, as well as a bar that simultaneously served as a buffet for the whole restaurant.

The “Piazza Svizzera” in Turin

The Piazza Svizzera was set up opposite the restaurant, and consisted of a large stage with professional event technology as well as four small chalets, two of which served as information stands for Switzerland Tourism and Valais Tourism. The third chalet was sub-leased for the merchandising of traditional Swiss products such as penknives and Sigg bottles, while the fourth served as a sales point for drinks and raclette coupons that could be redeemed at the additionally installed raclette cart.

The House of Switzerland in Sestriere

In Sestriere, a smaller, centrally-located restaurant with a bar and seating for around 40 was leased. The project partners decided to opt for a more traditional and rustic design for this House of Switzerland, keeping with the original character of the venue and its alpine environment. Traditional Swiss dishes such as Fondue and Bratwurst with Rösti were served. Extra atmosphere was provided every day with folklore and music from the Valais region. In addition, a Raclette Chalet was set up in front of the House of Switzerland to cater for customers wanting something “to go”.

In contrast to the Turin venue, this restaurant was operated together with the original owners, which greatly simplified legal procedures.

Highlights involving concerts, comedy, and parties

The reception hosted by Federal Councillor Schmid – right at the beginning of the Games – was a great success and raised the House of Switzerland’s profile even further. Invitations were sent out to 400 guests, who were entertained and catered for in the restaurant itself, as well as on the Piazza.

The broad range of cultural spectacles on offer attracted large audiences. In the evening, the throng that assembled on the Piazza Svizzera could hardly have been greater. Switzerland also achieved notable success with its contribution to the Notte Bianca – the open air festival on the last Saturday of the Olympics.

The many successes of Swiss athletes made a major contribution to the exuberant atmosphere that prevailed in both Houses of Switzerland. In addition to the many groups of fans that had travelled over from Switzerland, the local population didn’t leave it to the Swiss to celebrate.

House of Switzerland 2006: facts and figures

Opening period for the Turin und Sestriere Houses of Switzerland: 7 – 26 February 2006, 20 days in total

Piazza Svizzera 10 – 26 February 2006, 17 days in total

Total number of Piazza visitors (concerts, animation): 200,000

Number of guests catered for in both Houses: 10,000

Houses of Switzerland visitor mix: Italy 40 %, Switzerland 40 %, Other 20%

Piazza Svizzera visitor mix: Italy 90 %, Switzerland 5 %, Other 5 %

Project sponsors and division of responsibilities

Main sponsors: Presence Switzerland for overall coordination; Swiss Olympic for the official medal celebrations for athletes; Schweizer Fernsehen (Swiss TV), which used the House Switzerland as a venue for recording and broadcasting

Partner: Valais Tourism for the interior design of the Houses of Switzerland; Switzerland Tourism as a sub-contractor for scheduling the itinerary on the Piazza Svizzera; the César Ritz Hotel Management College for catering operations and logistics