Lo “stile italiano” in viaggio alla conquista degli States

This essay explores cultural and commercial exhibitions held overseas to promote Italian post-WWII production. Based on contemporary periodical publications and unpublished archival documents, the paper focuses on the traveling exhibition "Italy at Work: Her Renaissance in Design Today," highlighting its political and economic impact and the success of display strategies assessing high-quality products displayed in an evocative context. In emphasizing connections with concurrent cultural and commercial events, it encounters shared practices, attesting to Italy's resurgence through a modern production tied with its historical tradition and widespread craft knowledge. Finally, it highlights the impact of American shows on subsequent traveling exhibitions to promote the "Made in Italy" production all over Europe.