Il patrimonio transitorio della “città che si rinnova”. Lo spazio espositivo per il commercio tra le due guerre come indice di modernità

La città che si rinnova is the title of the column curated by Edoardo Persico for the magazine La Casa Bella, dedicated to the modern renewal of urban space. Published starting in December 1930, the column reviews a series of architectures such as store interiors and pavilions, documenting the rise of a new trend that embodies modernity. In these pages, Persico aims to highlight how commercial space has experimented with forms, identities, and structures, anticipating the architectural production of subsequent years. In an effort to reconstruct this scenario, the present contribution seeks to convey the most significant events of this cultural climate and attempts to propose a reflection on the historical value and role that these exhibition architectures assume in the understanding and appreciation of architectural heritage in the interwar years. Specifically, the focus is on addressing the theme of commercial space starting from its “temporary” condition as an ephemeral space. In this context, the design of the store’s exhibition space is presented as a manifesto of relationships and forms of use, capable of outlining productive models and technical cultures of an era.