The PHOTO OP series — to which SEMIOVOX has invited our semiotician colleagues from around the world to contribute — analyzes photos that we’ve snapped while “off the job.”

These photos were snapped at a souvenir shop at Zurich Airport, in October 2024, while waiting for my flight’s gate information to be announced. After exiting the shop, I had a warm drink and took the following notes on “Swiss-ness” signifiers.

Miniature chocolates in boxes. The puzzles. The little paddles that can contain Raclette cheese inside the set. The Caran d’Ache coloured pencil tins.

Fondue sets. The multi-functionality of the famous “Swiss Army” knife. Little train sets and clocks with elaborate gears.

Switzerland’s material culture is all about sets — where different elements snap tidily and efficiently together into a greater whole. Swiss-ness is about fitting in.

PHOTO OP: Mariane Cara (Brazil) on LA LUCHA CONTINUA | Aiyana Gunjan (India) on YAMRAJ | Greg Rowland (England) on I ❤️ FOOD | Gabriela Pedranti (Spain) on NOT SO TRIVIAL | Biba Allarakia (Saudi Arabia) on ALL THAT GLITTERS | Brian Khumalo (South Africa) on A LOST MEMORY | Becks Collins (England) on A MILLENNIAL ON THE BRINK | Samuel Grange (France) on SLOW DOWN | Rachel Lawes (England) on DESKTOP COLLECTIONS | Marie Lena Tupot (USA) on BOX OFFICE | Sónia Marques (Portugal) on SWISS-NESS | Serdar Paktin (Turkey / England) on BOTTLE SERVICE | Stefania Gogna (Italy) on OPEN-AIR MUSEUM | Charles Leech (Canada) on IS IT IRONIC? | Kishore Budha (England) on DOWN THE TUBE | Josh Glenn (USA) on JOINED AT THE DIP | Mark Lemon (England) on SHOP LOCAL | William Liu (China) on SWAN SONG | Malcolm Evans (Wales) on CHOCOCRACK | Paulina Goch-Kenawy (Poland) on POLAND’S NEW (HI)STORY | Adelina Vaca (Mexico) on WHAT’S YOUR POISON? | Natasha Delliston (England) on NATURE BATHING | Ramona Lyons (USA) on DEATH TO TECH | Victoria Gerstman (England) on TBD | Ximena Tobi (Argentina) on TBD.

Also see these international semio series: COVID CODES | SEMIO OBJECTS | MAKING SENSE | COLOR CODEX | DECODER | CASE FILE | PHOTO OP