Simon Berger: “People used to think it was an act of vandalism”

published2. June 2022, 20:36

A news scout reported on Wednesday regarding smashed windows at the Bulgari store on Zurich’s Bahnhofstrasse. However, it is not the work of chaos, but one of the Swiss artist Simon Berger.

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The shop windows of the Italian luxury group Bulgari were prepared by the Swiss artist Simon Berger.

News-Scout

A news scout initially thought the decoration was an act of vandalism or a failed burglary attempt.

News-Scout

“It looked like someone was trying to break into the store,” said the news scout.

News-Scout

The shop windows of the luxury jewelry store Bulgari on Zurich’s Bahnhofstrasse appear shattered on Wednesday morning. “When I passed it on my way to work, I saw the broken windows. It looked like someone was trying to break into the store,” a news scout told 20 minutes.

But appearances are deceptive. As an employee of the Bulgari store explains, the broken windows are an installation by the Swiss artist Simon Berger (46). “The artist was commissioned to smash the panes with a hammer in the shape of a snake and faces.” According to the employee, the installation is well received. “A lot of people stop. However, some look a bit perplexed.”

«Would like to break windows at the Louvre»

The artist himself is pleased that the shop windows, which showed portraits of Bulgari brand ambassadors Christa Rigozzi and Kevin Lütolf alongside snakes, cause confusion: “It’s always extremely funny to see how people react to one of my installations”. , says Berger. It doesn’t bother him at all that not everyone sees what’s going on. “On the contrary, I always think it’s cool when my works lead to discussions.”

When he started his art years ago, many people thought it was acts of vandalism, says Berger. In the meantime he has been able to exhibit his works at the Urban Art Fair in Paris or at Art Miami. «Since my pictures were shared tens of thousands of times on social media in 2019, I’ve been traveling internationally a lot. But I’ve remained Swiss at heart,” says Berger. That’s why he was very happy to accept the job on Zurich’s Bahnhofstrasse.

In other respects, too, he remains rooted in Switzerland. There is an exhibition in the Vitromusée Romont (FR) running until the end of August. Meanwhile, his dream property is in Paris, says Berger: “Where else would I like to break windows? At the glass pyramid in the courtyard of the Louvre.»