zureich adapted by sunriseits moments like these when i start to feel like the last mohican. everything just gets adapted by big business. and nobody even seems to care.
wohlgrot was a huge squat in the 80’s & 90’s in zürich, switzerland, located right next to train station. one of the defining elements was a big sign saying “zureich”, painted in the same colours as the regular train company signs, which could be seen from the train every time.
[for english speakers: zureich is a clever word play, meaning too rich, and all that had to be done was shift one letter]
i am currently working in zureich [because it is where the money is at…] but uhm, so last wednesday, when i first arrived, i saw above sign from afar, at the same place where the squat used to be located, and i was elated to see it, because i assumed somebody had graffitied it on the wall.
but the next evening, when i took the train home, the train passed close enough to see that actually it was a huge advert for one of the 3 mobile phone companies here in switzerland. their claim: if you use our mobile phone service you’ll save so much money that you’ll be zureich, too rich. duh.
i was as pissed as i was embarassed because i had fully fallen for it…
i was convinced that over the wknd the advert would be … uhm … remixed, taken care of, DESTROYED!!!!1

but not so. it was still there monday.
i really quite hate it when companies adapt “our” symbols in such a way. but i am starting to realise that i am hopelessly out of style with that… ugh.

About Jan Zuppinger

Jan Zuppinger has been writing this blog since 2002. He likes to grow vegetables. He likes to eat them too. He has opinions on everything, but sadly no one cares. Jan Zuppinger is not joking, just joking, he is joking, just joking, he's not joking. *click.