After World War I, in Italy, the supporters of architectural modernity did not overlook the potential of the store as a place to explore with materials, models, technologies and forms. It is enough to browse through professional magazines to get an idea of the enthusiasm with which milliners and glassware shops, bookstores or bars were greeted, places where simple passersby could catch a firsthand glimpse of a modernity that was still struggling to cross the threshold of private homes. Starting from these considerations and using contemporary professional publications as main resource, the thesis that this paper aims to demonstrate is how the adoption of modern forms by merchants during the years of the «adorable crisis» began a process, which by its end − far from concerning only individual stores − changed the domestic landscape as much as it did the face of urban centers.
Selling Mr Architect. How the Modern Shop Transformed Domestic Architecture and Urban Landscapes
TOLIC, INES
2016
Abstract
After World War I, in Italy, the supporters of architectural modernity did not overlook the potential of the store as a place to explore with materials, models, technologies and forms. It is enough to browse through professional magazines to get an idea of the enthusiasm with which milliners and glassware shops, bookstores or bars were greeted, places where simple passersby could catch a firsthand glimpse of a modernity that was still struggling to cross the threshold of private homes. Starting from these considerations and using contemporary professional publications as main resource, the thesis that this paper aims to demonstrate is how the adoption of modern forms by merchants during the years of the «adorable crisis» began a process, which by its end − far from concerning only individual stores − changed the domestic landscape as much as it did the face of urban centers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.