engleski

Cold War scene on "non-(so) aligned" terrain: building the American pavilion at the Zagreb Fair in the mid-1950s

The presence of the US at the international fairs, as part of a propaganda doctrine carried out by the administration of President Eisenhower (1953-1961), spread from 1956 to the countries behind the Iron Curtain. In addition to creating a positive image of the American way of life, the fundamental objective was to counteract Soviet propaganda by the superior quality and diversity of American industry products on the Eastern Bloc territory. The architecture of the exhibition space came out being the embodiment of ambition to impresses visitors abroad by design, application of new materials and construction techniques. By exhibiting in Zagreb in 1956, on the leading trade fair in Yugoslavia, the United States hit the grounds for further appearances in the socialist countries and even in the Soviet Union. A year later, in the American pavilion built at the new Zagreb Fair, the welfare of average American was presented through the models of a supermarket and a household equipped with modern domestic appliances which were designed to facilitate the work, save time and provide entertainment.

Zagreb Fair ; American Pavilion ; Walter Dorwin Teague ; design ; architecture ; Cold war ; Yugoslavia ; 1950's

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