The essay explores the 1937 Paris Exposition as a seminal event for Italian enterprises, illustrating how their technological innovations were deeply entwined with their rich cultural heritage. It discusses the ways in which Italian products and brands not only showcased their distinctiveness within the national pavilion but also extended their reach through specially designed corporate spaces. Drawing on unpublished archival materials and contemporary press reports, the study scrutinizes the strategic display and promotional techniques used to accentuate “Made in Italy” products against the backdrop of global exhibition trends and evolving museum narratives. 7e exposition strengthened Italy’s cultural and industrial narratives and played a vital role in cultural diplomacy and economic promotion during the interwar period. 7is analysis brings to light overlooked aspects of Italian participation, merging aesthetic, entertainment, and educational goals to craft a visitor experience that could resonate internationally. Finally, the essay assesses the enduring legacy of the exposition and its pivotal role in promoting Italian cultural and industrial prowess on the world stage.

Beyond the Italian Pavilion: National Pride and Corporate Presence at the 1937 Paris Exposition

P. Cordera
2024-01-01

Abstract

The essay explores the 1937 Paris Exposition as a seminal event for Italian enterprises, illustrating how their technological innovations were deeply entwined with their rich cultural heritage. It discusses the ways in which Italian products and brands not only showcased their distinctiveness within the national pavilion but also extended their reach through specially designed corporate spaces. Drawing on unpublished archival materials and contemporary press reports, the study scrutinizes the strategic display and promotional techniques used to accentuate “Made in Italy” products against the backdrop of global exhibition trends and evolving museum narratives. 7e exposition strengthened Italy’s cultural and industrial narratives and played a vital role in cultural diplomacy and economic promotion during the interwar period. 7is analysis brings to light overlooked aspects of Italian participation, merging aesthetic, entertainment, and educational goals to craft a visitor experience that could resonate internationally. Finally, the essay assesses the enduring legacy of the exposition and its pivotal role in promoting Italian cultural and industrial prowess on the world stage.
2024
Imprese in mostra. L’eredità del Novecento: esposizioni, musei, percorsi
979-12-5477-466-3
Corporate pavillions, Exhibitions, Industry, Promotion, Display
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/1268244
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