Michelle Nicol
Curator, entrepreneur

Michelle’s background is in contemporary art and architecture. She has a master degree in art history and film from the University of Zurich. She started her career working as a writer for international newspapers and magazines while curating bespoke art collections and exhibitions. She ran a temporary boutique for art edition in Zurich called Serial in 1993. She worked as a curator for Museum Ludwig in Cologne and curated the fashion section for the first edition of the Berlin Biennale in 1998.

Michelle co-founded Neutral with partners from the advertising world in 2001. She has built a track record advising global companies and brands on strategy, change programmes as well as positioning and re-positioning mainly in the lifestyle, fashion and art industries. Extensive experience in the retail sector creating new experiences. Known as creator of intelligent brand content and storytelling, which impacts advertising and generates PR. High-quality global network in design, architecture, fashion and contemporary art. Skilled at leading a team of 20plus employees.

In the past years Michelle has intensified her moderation activity for conferences and talks such as GDI Gottlieb Duttweiler Institute, Locarno Film Festival, Kontext – the Think Tank of Swiss Textiles, and the Luxury Venture Group Geneva.

Michelle Nicol is a board member of ADC Art Directors Club Switzerland.

Rudolf Schürmann
Strategist, creative director, entrepreneur

Graduated in graphic design at the Kunstgewerbeschule Luzern, today the Lucerne University of Design and Art. Post graduate studies of painting at the Staatliche Hochschule für Bildende Künste Frankfurt with Professor Johann Georg Geyger, art history with Klaus Gallwitz.Transfer to the Düsseldorf Art Academy, Professor Gotthard Graubner.

Practice as an artist: works influenced by situationism, structuralism and hard edge painting. His photographic works looked a lot like those of Jeff Wall – without him know him knowing Wall at the time.

Rudolf started in advertising as a copywriter. Then he became Chief Creative Officer (CCO) and Managing Director in advertising and communication agencies in Switzerland and Europe: Advico Young&Rubicam, Saatchi&Saatchi, Euro RSCG. He joined retailer Media Markt as CCO.

Numerous national and international awards in advertising, branding and marketing communication. Responsible for the Swiss Campaign of the Year 2000.

Co-founder of Neutral, where he is instrumental in making brands, companies, institutions more visible and influential as innovators and thought leaders.

Self-study of architecture, interior decoration, urbanism through renovating and rebuilding important architecture as well as working with architects for client projects. Rudolf discovered forgotten buildings of the post-war modernism long before the trend towards brutalism and post-war modernism was spread through Wallpaper and other publications. Inhabitation, renovation and reconstruction of a series of misunderstood houses and architectural icons of the 60s through 80s.

Rudolf Schürmann is a member of ADC Art Directors Club Switzerland.