«Troppa cucina»: miracoli, fiction e tecnocrazie nel solco dell’American Way

After the USA won the Second World War, it wasn’t long before a new social and economic order began to radically change the ordinary households of Italy. It was clear that the importance of a woman’s role in the two cultures would find new freedom in the interior architecture, furniture and product design. Especially the kitchen which became a kingdom, in which a revitalized woman is no longer a maid, but rather a queen, who can now take revenge with her newly designated social role. In an ever-changing context, during which both the Cold War and the Space Race were taking place, many companies were transforming into electric appliance factories, and conducting massive advertising campaigns, in order to spread a new, powerful and capitalistic image of the Nation. New models, new desires, new ambitions were constantly evolving - even causing diplomatic tensions- for example, when Whirlpool exhibited its new family heirloom in Moscow: much more than a kitchen, it was a postwar miracle that once again reminds the importance and the fundamental role of the items in the human life.