Fra le Mostre del Pilonetto: un chiosco originale (Liebig)
Catalog Level
Items (Cataloging Focus)
Title Proper/Title Text
Fra le Mostre del Pilonetto: un chiosco originale (Liebig)
Date of Publication/Creation Date
September, 1911
Place of Publication/Creation Place
Milan
Dimensions Description
8 x 10 cm.
Inscription Language
Italian (Language)
Related Built Environment Objects
Descriptive Note Text
This black-and-white photograph shows the Liebig kiosk. The building is circular and decorated with draped garlands, oversized advertising panels, and a dramatic rooftop sculpture of a large Liebig can. The can is supported by sculptural figures of bulls or oxen that serve as heraldic ornaments — a direct iconographic reference to Liebig's core product, beef extract--making the kiosk read as both architecture and brand spectacle.
The building compresses several early twentieth-century tendencies into one object: the fusion of architecture and marketing, making building itself function as a three-dimensional logo; the use of novelty to attract attention, and the translation of commodity identity into built form.
Related Work/Label Identification
This photograph was published in Le Esposizioni di Roma e di Torino nel 1911 descritte ed illustrate, n°37, September 1911, 294.
Related Archival Material
Current Repository/Geographic Location
Cristina Della Coletta Private Collection (San Diego, USA)
Current Repository Numbers
CDC-MA-LERT-0001-294