Modern since 1931

“Living form and living culture fused together” was the credo of the founders Werner Max Moser, Sigfried Giedion and Rudolf Graber.

1930s and 40s

Zurich: 1931 sees Sigfried Giedion, Werner Max Moser, and Rudolf Graber set up Wobag, which is renamed wohnbedarf a short while later. Even before it reaches the end of its first year, the young company holds its first exhibition at the “Neubühl” Werkbund housing estate in Zurich’s Wollishofen district. 1932 is when wohnbedarf presents its first furniture collections in its store at Claridenstrasse 47, featuring steel tube pieces designed by Swiss architects Max Ernst Haefeli, Wilhelm Kienzle, Werner Max Moser, and Flora and Rudolf Steiger, as well as items by Marcel Breuer und Alvar Aalto. Le Corbusier’s now world-famous LC4 chaise longue is also included in the range. From the very beginning, wohnbedarf also forges a close relationship with Max Bill, who designs the distinctive lettering for the wohnbedarf logo as well as the first posters and flyers. 1933 sees the company move its store to Talstrasse 11 in Zurich. The new showrooms are designed by architects Marcel Breuer and Robert Winkler. 1933 marks the point when Rudolf Graber and his mother take over the company. With the outbreak of the Second World War, the interest in what were considered at the time to be rather unusual, plain and simple pieces of furniture declines – traditional, locally inspired “Heimatstil” designs are now sought-after instead. Only after the end of the war does demand for modern furniture start to rise again.

Basel: In 1932, Basel-based linoleum and carpet dealer Paul Matzinger starts trading in steel tube and prefabricated furniture and opens the first wohnbedarf store in Basel at Rosenthalstrasse 5. 1933 sees the company relocate to a new store at Aeschenvorstadt 43, which is designed by Marcel Breuer and Eduard Schöni. Peter Birkhäuser is responsible for the bronze “wohnbedarf” logo displayed on the white corrugated cement storefront. In 1934, Siegfried Jehle takes over the business as a “trader of steel tube and prefabricated furniture and home essentials and an agency for such items.”

Werbefotografie mit dem Stapeltisch Modell 701

1950s

Zurich: The start of the company’s close cooperation with Hans G. Knoll Associates Inc. in New York in 1947 is an important milestone. The acquisition of a license to distribute Knoll International home furniture in Switzerland is also the starting point for an exchange of various models. In the same year, wohnbedarf enters into a partnership with painter and graphic designer Richard Paul Lohse, who designs the publication commemorating the first 25 years of wohnbedarf as well as numerous brochures and posters. From 1950, wohnbedarf sells the first furniture by Max Bill, including the Square Round Table and the Cross-Frame Chair, which are now being reproduced by wb form.

Basel: 1953 sees the expansion of the Basel store. Swiss architect and designer Hans Bellmann is commissioned to plan the renovation.

 

Ladenumbau Wohnbedarf AG, Zürich, 1956.

1950s and 60s

Zurich: To mark wohnbedarf’s 25th anniversary, architects Marcel Breuer and Anton Bee redesign the store at Talstrasse 11. 1958 sees the establishment of the company’s first wholesale department. A partnership is also launched with graphic designer Ernst Hiestand in the same year. In the 1960s, wohnbedarf’s modern furniture finally makes its breakthrough. One exhibition follows hard on the heels of another and furniture sales boom. 1966 marks the renaming of the wholesale department to become “wb form” – a further sign of the company’s great success.

Basel: In 1968, the sole trader business changes its name to “S. Jehle, Wohnbedarf.” The same year sees the foundation of the stock corporation wohnbedarf AG in Basel, which specializes in “manufacturing and trading in wohnbedarf furniture and similar products.”

1953, wohnbedarf Basel, Aeschenvorstadt 43, Architect Hans Bellmann, Photo: Felix Möschl

1970s and 80s

Zurich: 1970 presents another opportunity for a redesign of the showroom at Talstrasse 11, this time by Kurt Ochsner and Ulrich P. Wieser. On March 3, 1971, Rudolf Graber dies,having headed wohnbedarf from its foundation through to 1964. 1972 is the year when Peter Lauper and Ulrich P. Wieser are entered in the commercial register as directors of wohnbedarf AG; although Wieser steps down again only a short while later. 1976 sees wohnbedarf lose its license to produce Knoll International furniture, but the companies continue their successful partnership nonetheless. Peter Lauper remains in charge of wohnbedarf until 1978, when the company is taken over by Roman Baumer and friends.

 

Basel: In 1970, the company moves to its current premises at Aeschenvorstadt 48, just a stone’s throw away from the location of its original store. Max Bill’s “wohnbedarf” logo is now displayed at the top of the shop window. On January 15, 1973 Ulrich P. Wieser and a group of friends assume joint control of wohnbedarf Basel. His work has left a lasting impact on the strategic development of the Basel business to this day.

Ernst Hiestand, product catalog for the wohnbedarf subsidiary wb form, featuring office furniture produced under license on behalf of Knoll International, New York, ca. 1966

1980s and 90s

Zurich: Heinz Ryffel and Adrian Stettler join the wohnbedarf management team and take over the running of the newly founded WB Projekt AG. This sister company of wohnbedarf specializes in furnishing offices, boardrooms, conference rooms, and receptions. A year later, wohnbedarf enters into a partnership with USM U. Schärer Söhne AG. 1985 marks the opening of another WB Projekt AG store in Baden. In late 1988, Toni Wicki becomes the new owner of wohnbedarf Zurich. He is committed to further expanding the company’s services while also focusing its activities on the Zurich site. 1990 sees the foundation of wb form, which deals with introducing and manufacturing new products. 1955 presents the opportunity to take over the premises at Talstrasse 15 in Zurich, which are renovated by Silvio Schmed and Arthur Rüegg before WB Projekt AG moves in. WB Projekt AG also sells its store in Baden.

Basel: From 1988 onward, Ulrich P. Wieser once again devotes more time to his work as a designer and hands over the management of wohnbedarf Basel to husband and wife duo Bruno and Ursula Maurer, on the condition that they continue to run the company in the same spirit as their predecessors. In 1955, a grand celebration is held to mark the relocation of the office furniture and equipment department from Aeschenvorstadt 57 to Aeschenvorstadt 52.

Max Bill (with Hans Gugelot and Paul Hildinger), Ulm Stool, 1954; solid spruce and beechwood, 45 × 40 × 30 cm, 1988, Ph. Oswald Schreinerei and Innenausbau AG, Oberglatt. © wohnbedarf

2000 to today

Zurich: wohnbedarf enters the year 2000 with a new look: Young Zurich-based designer Frédéric Dedelley revamps the store at the turn of the year. A special commemorative publication by Arthur Rüegg is published to mark wohnbedarf’s 75th anniversary. After twenty years at the helm, Toni Wicki sells wohnbedarf to the Messmer family in 2008. 2011 sees the company reach its 80th anniversary, which is celebrated at the Talstrasse store. The “Werner Max Moser Limited Edition” range is launched in honor of this occasion. In the same year, wb form AG is re-established with the aim of manufacturing and selling timeless pieces of furniture. The entire Max Bill furniture collection is reissued, with more exciting collections to follow.

 

Basel: In 2007, wohnbedarf marks its 75th anniversary with a big celebratory event at Basel’s Markthalle and the release of the publication “Alphabet zum Bedarf” (“Alphabet of essentials”). The anfos/haus building is completely renovated in 2012. After several months spent in temporary premises on Brunngässlein, wohnbedarf returns to its revamped showrooms at Aeschenvorstadt 48 in 2013, with the office furniture and equipment department housed in the same building for the first time.

In January 2016, wohnbedarf Basel is taken over by wohnbedarf Zurich. The two previously independently run companies are now united under one roof. This also makes it possible to incorporate products from the wholesale department in Basel into the wb form AG range.