A supposed Christmas present is making the rounds in Zurich. There is a long-standing dispute behind this.
Will the Swissmill Tower soon become a residential building? This is what an advertising campaign in Zurich suggests.
The poster arouses desire: “For those looking for housing”, it says, “1000 new cooperative apartments on the Swissmill site.” The advertisement is illustrated with a little girl sitting in front of a Christmas tree. Below that is the call to register on a website and the alleged sender of this promising message: “Coop – for me and you.”
In addition to the posters hanging at various locations in Zurich, a circular with the same content has recently been circulating. The alleged project with the Swissmill Tower, which is almost 120 meters high, is described in detail: “The Kornhaus and the adjacent buildings will be converted into a Coop housing cooperative with modern and affordable apartments.”
But the supposed Christmas present for residents of Zurich who are in need of housing has a catch: it’s a fake.
The poster, here at a bus stop in Wipkingen, raises false hopes.
No connection to Coop
The major distributor, whose logo is emblazoned on the advertising and the letter, was forced to react on Wednesday: “Coop distances itself in all forms from the ‘Coop Wohngenossenschaft’. Sender and website are not connected to the Coop cooperative,” writes the retailer on Twitter.
#distancing Coop formally distances itself from the “Coop housing cooperative”. A letter and posters are circulating in Zurich advertising alleged cooperative housing on the Swissmill site. Sender and website are not connected to the Coop cooperative.
— coop_ch (@coop_ch) December 21, 2022
The elaborate and costly joke that the “Züri Today” platform first reported on could have legal consequences for the authors. Upon request, Coop announces that it will file criminal charges against persons unknown.
Anonymous author reports via email
It is not yet clear who is behind the guerrilla action. The Coop media office does not express any suspicion regarding the authorship. When asked, the president of the district association was surprised and knew nothing about a fake advertising campaign.
The specially created website in the Coop design, which went online for the first time at the end of November, also does not provide any solid information. The website is registered to a Finnish company that specializes in redacting the originator of a domain.
It seems that the data that is entered on the website goes directly to Coop to put pressure there. Coop, in turn, writes that it may be a fraudulent organization trying to get personal data via the website.
Various politically active groups in the neighborhood also want nothing to do with the campaign. But the reporter’s follow-up has consequences. A few hours later, an anonymous person emailed me. She writes that she is part of a “group of concerned citizens” and claims to be the originator of the campaign.
She justifies the procedure as follows: Like many other cities, Zurich is affected by an acute housing shortage. With its large real estate and land holdings and thanks to its cooperative orientation, Coop can play an important role in the creation of more affordable housing. “We see the campaign as an opportunity for Coop to realign itself.”
You are not afraid of the consequences of the action. “The future of our cities is in the interest of all of us, so we take this risk.”
It is not possible to check who sent the e-mail and whether this person actually launched the advertising campaign.
Tenant struggle
The miraculous courtship has a history. Almost two years ago, Coop terminated the tenancy of the 25 residents at Sihlquai 280 and 282. In the two properties right next to the Swissmill Tower, the retailer wanted to set up offices, laboratories and a bakery instead of apartments and a local joinery.
The tenants put up a fight, collected signatures and used the neighborhood association and local politicians from left to right for their project. Local councilors from different parties submitted a postulate asking the city council to work with the owner to find another solution.
The main argument of the opponents: Affordable living space in District 5 is scarce, so the variety and diversity in the former workers’ quarter is being lost more and more. As a large corporation and owner, Coop must assume social responsibility and maintain the properties.
The city government got involved, contacted the wholesaler and suggested that the city should buy the two properties and hold a round table to exchange ideas between all those involved. The discussions didn’t help, the argument escalated. In May 2021, the properties were briefly occupied by activists.
Despite all opposition, Coop stuck to his plans. The residents had to move out. Construction work is currently underway for a new use of the building. According to the Coop media office, laboratories, offices and two apartments are now being built. The interior work could start in autumn 2023.
Meanwhile, the quarter carpentry is still at home on the Sihlquai. Thanks to an ongoing commercial lease, she can stay in the building until 2027.