Montecantini – Milan
Architect: Gio Ponti / Designer: Pino Tovaglia
Exhibition for the Montecantini company at the Milan Fair. View of a hall devoted to projects carried out by Montecantini for other companies abroad.
Milan Fair 1959 Pavilion
Architect: Errico Asccione / Designer: Servizio Pubblicita ENI
On the front of the building are 25,000 wooden elements used to illustrate the stratification of the earth’s crust and the location of boreholes.
Milan Fair 1961
Architects: Franco Albini & Franca Helg / Designer: Bob Noorda
View of the hall ‘Montecantini Operations in Southern Italy’.
Italy
Architect & Designer: Carlo Scarpa
Detail from the section representing the 19 regions of Italy. Colored glass as a typical product of Venice.
Italia 61 - Turin
Architect: Erberto Carboni / Designers: Erberto Carboni & Giovanni Ferrabini
Detail from the ‘Transport’ section of the Italian portion, handled by Fiat.
Italia 61 - Turin
Architects: Leonardo Sinisgalli & Paolo Portoghesi / Designer: Giovanni Ferrabini
In the pavilion of ‘Fashion, Style and Costume’.
Italia 61 – Turin
Architect: Ettore Sotsass / Designers: Robert Brasseur, Hans Von Klier & Heinz Waibl
View of the entrance hall to the ‘Raw Materials’ section of the Italian show, carried out by the metallurgical industry and the Montecantini company.
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Back for another visit to the extraordinary work produced by a veritable who’s who of Italian design for trade shows held in Italy in the 1950s and 1960s. Dynamic and visionary, these shows provided an all too temporary three-dimensional forum for the architects and designers to collaborate. See my previous Italian exhibit post on AQ-V, Fair of Milan, 1955.
[ All images via Graphis 99, 1962 ]
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Sandi Vincent grew up in the bay area of California surrounded by mid-century modern architecture and other influences responsible for her affinity for the period and its pop style, including her early exposure to The Monkees, The Avengers and Gerald McBoing-Boing. Sandi now resides in Portland and is a board member of a local nonprofit preservation group, the Mid-Century Modern League. In her day job at a community foundation, she sports the web/social media/print materials coordinator title.
Follow Sandi on Twitter > @SandiV
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Fair of Milan, 1955:
The Milan Fair (aka Fiera Milano) is a trade show that was established in 1920 to create a space where products are displayed by thousands of exhibitors from around the globe. The fair also provides a progressive and creative forum for architects, designers and artists to showcase their most imaginative work through the various exhibition booths. These images are from fairs in the mid-1950s and all demonstrate an open and optimistic spirit. I would have loved to stroll through the halls of the 1955 Milan Fair..
