The Importance of the Exhibition "Italy at work" for Giordano Robbiati.
Part One: Dr. Max ASCOLI and the CADMA.
Part One: Dr. Max ASCOLI and the CADMA.
Part 2: The Aim of the Exhibition.
To present a selection of Italian handicraft after WWII... of course... i have to correct myself, not only present but PROMOTE...
"MERCHANDISING IN THE UNITED STATES
Although the primary interest of the Sponsoring Museums is educational, to give Americans their first comprehensive view of a new cultural renaissance burgeoning in an old civilization, they also hope that those items will arouse a consumer demand for similar objects that will permanently benefit the Italian workmen -- and serve to cement our diplomatic and economic relations with Italy.
Every object in the exhibition, from the greatest to the smallest, will be given an approximate retail price in the U.S. by the H.I.H. (House of Italian Handicrafts, a subsidiary of the C.N.A.).
Some of the items are already on sale here, and more are being imported by such leading stores as:
Lord and Taylor and Gimbel Bros. in Manhattan;
Abraham and Straus, Brooklyn;
Stix, Baer and Fuller, St. Louis;
Marshall Field, Chicago;
The Halle Bros., Cleveland;
McCurdy's, Rochester;
The Wm. Hengerer Co., Buffalo;
Jackson's, Oakland; Meier and Frank, Portland, etc. "
To present a selection of Italian handicraft after WWII... of course... i have to correct myself, not only present but PROMOTE...
"MERCHANDISING IN THE UNITED STATES
Although the primary interest of the Sponsoring Museums is educational, to give Americans their first comprehensive view of a new cultural renaissance burgeoning in an old civilization, they also hope that those items will arouse a consumer demand for similar objects that will permanently benefit the Italian workmen -- and serve to cement our diplomatic and economic relations with Italy.
Every object in the exhibition, from the greatest to the smallest, will be given an approximate retail price in the U.S. by the H.I.H. (House of Italian Handicrafts, a subsidiary of the C.N.A.).
Some of the items are already on sale here, and more are being imported by such leading stores as:
Lord and Taylor and Gimbel Bros. in Manhattan;
Abraham and Straus, Brooklyn;
Stix, Baer and Fuller, St. Louis;
Marshall Field, Chicago;
The Halle Bros., Cleveland;
McCurdy's, Rochester;
The Wm. Hengerer Co., Buffalo;
Jackson's, Oakland; Meier and Frank, Portland, etc. "
The idea seemed successful:
The director of the Brooklyn museum who organized the Exhibition, Charles NAGEL, was awarded the Star of Italian Solidarity from the Italian government on the 18th of December 1950.
Part 3: Onto Something big!
"November 27, 1950: LARGEST MUSEUM SHOW EVER BROUGHT TO U.S. HAS NATIONAL PREMIERE AT BROOKLYN MUSEUM
FORMAL INAUGURATION WEDNESDAY EVENING (NOV. 29) WITH ITALIAN AMBASSADOR PRESENT
Open to General Public Thursday, November 30th through January 31st
To Tour Twelve Major Cities from Coast to Coast for Three Years"
"TO BE SHOWN IN 12 LEADING U.S. MUSEUMS UNTIL END OF 1953
Organized as a cooperative effort by twelve leading U.S. museums (of which the Brooklyn Museum was chosen because of its leadership in the fields of decorative and industrial design), and aided by the Italian Government, the Compagnia Nazionale Artigiana of Rome and various U.S. agencies, including the E.C.A. and the Department of State, this important exhibition will tour the United States for three years. Following its New York showing at The Brooklyn Museum, which ends January 31st, it will visit in turn:
Chicago,
San Francisco,
Portland,
Minneapolis,
Houston,
St. Louis,
Toledo,
Buffalo,
Pittsburgh,
Baltimore and
Providence. (See last page of this release for details.)"
"November 27, 1950: LARGEST MUSEUM SHOW EVER BROUGHT TO U.S. HAS NATIONAL PREMIERE AT BROOKLYN MUSEUM
FORMAL INAUGURATION WEDNESDAY EVENING (NOV. 29) WITH ITALIAN AMBASSADOR PRESENT
Open to General Public Thursday, November 30th through January 31st
To Tour Twelve Major Cities from Coast to Coast for Three Years"
"TO BE SHOWN IN 12 LEADING U.S. MUSEUMS UNTIL END OF 1953
Organized as a cooperative effort by twelve leading U.S. museums (of which the Brooklyn Museum was chosen because of its leadership in the fields of decorative and industrial design), and aided by the Italian Government, the Compagnia Nazionale Artigiana of Rome and various U.S. agencies, including the E.C.A. and the Department of State, this important exhibition will tour the United States for three years. Following its New York showing at The Brooklyn Museum, which ends January 31st, it will visit in turn:
Chicago,
San Francisco,
Portland,
Minneapolis,
Houston,
St. Louis,
Toledo,
Buffalo,
Pittsburgh,
Baltimore and
Providence. (See last page of this release for details.)"
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