1978

'AMERICAN WINDOW '

remountable exposition structure – showcase for the promotion of Prato textiles

 

 

project start date	1978
location	Istituto Tullio Buzzi  -  Prato , Italy
client	City of Prato - Ente Fiera
architect	Marco Meozzi , Architect
publications	- PRATO TESSILE N° 8
	- PRATO MESE  - published by Azienda autonoma di turismo di Prato
	- PROGRESS N°14-15,published by Cassa di Risparmio di Prato
	- PRATO ESPONE N° 2
	- PRATO MESE - published by Azienda autonoma di turismo di Prato
	- VOGUE ITALIA N° 333 November 1978
	- DOMUS n.605  May 1980
	- LABORATORIO COMUNE Idee ed architetture  del Settore edilizia Pubblica del Comune di Prato,     2000 ,Electa Pub. Milan p.158

        

 

‘Prato Espone’, an international trade fair conceived by Carlo Montaini who was the City Councilor for Economic Development in Prato, was organized inside a large existing school (Istituto professionale  Tullio Buzzi). This courageous choice originated the need to make a showcase that could represent Prato's textile production and that could be easily dismantled and shipped to the various international trade shows.

The name 'American window' was chosen in light of the Prato industrialists' great interest in the USA market.

The structure reproduced the shop window of an imaginary store located on Fifth Avenue in New York City. The project used 'Mero', the modular metallic structure, that can be mounted in variable geometries, allowing the most extensive and variable diagrammatic arrangement.

The differing exhibition spaces were constructed via transparent panels hung from tracks (arranged in a grid pattern) along which they were able to slide into place. 

On either side of the structure, two large screens showed slides and films with a captivating soundtrack, a real barrage of American sensations.