This artistic movement, among other themes, celebrated the female figure — a symbol of charm and elegance, often shaped by the stereotypes of its time. She appears in delicate arabesques and lush ornamental settings. Seductresses, nurturing mothers, maids, or peasants — women occupy a central place in chocolate advertising, embodying both an aesthetic ideal and the values and contradictions of a society in transition.

This perspective lies at the heart of the dossier exhibition, which presents a selection of 11 striking works distinguished both by their graphic power and by their impressive scale — some reaching nearly three meters in height or length. These emblematic posters illustrate the dynamism of the Suchard enterprise in the art of visual communication, while inviting visitors to reflect on a cultural and iconographic legacy whose resonance endures to this day.

The exhibition also coincides with a double anniversary: in 1825, Philippe Suchard opened his confectionery shop in Neuchâtel, followed the next year by the inauguration of his chocolate factory in Serrières. This milestone provides an opportunity to revisit the history of a company that helped shape the economic and cultural identity of the Neuchâtel region.

A true repository of the economic, social, and cultural history of the Neuchâtel chocolate industry, the Suchard-Tobler collection of the Museum of Art and History brings together more than 35,000 objects and documents, including an exceptional ensemble of advertising posters.

*In 2025, the Museum of Art and History will inaugurate a new type of temporary exhibition: the focus exhibitions. Smaller in scale, this format will highlight various aspects of the institution’s rich collections, rediscovered in the course of the collections’ relocation, through new acquisitions, or through contemporary creations.