The film uses the Klubhaus concerts from the Migros as an example to illustrate Gottlieb Duttweiler’s call for an economy that takes its responsibility towards people and culture seriously. Historical footage brings to life a time when the foundations for today’s activities were laid.
Gottlieb Duttweiler founded Migros AG in 1925 with the aim of offering good quality goods at the lowest possible price. As Migros developed into one of the largest retail companies in Switzerland, he stipulated that one per cent of sales must be invested in cultural and social activities. Today, Migros allocates more than 100 million Swiss francs annually within the framework of this cultural per cent, thereby defining the ambivalent relationship between business and culture in a way that is unique in the world.
One example: the first Klubhaus concerts took place fifty years ago. Today they are an integral part of Swiss musical life. The organisers continue to pursue Gottlieb Duttweiler’s intention of making a valuable cultural asset accessible to all music lovers thanks to affordable admission prices. The concerts take place not only in the cultural centres, but also in smaller towns throughout Switzerland.