Architectural Structure: Palace of Fashion

Pavilion of Fashion
Name: Palace of Fashion
Alternative Names: Palazzo della Moda
Padiglione della Moda
Description: At the beginning of 20th century, Italy, and in particular the Northern area (where the biggest textile industries were founded), felt the necessity to define its own national fashion style. Turin 1911, and specifically the Pavilion of Fashion, was the space where Italy developed its own narrative about "moda", or fashion. The arrangement of the exhibition was curated by Giorgio Ceragioli, Giovanni Giani, and Oreste Pizzo who displayed, in lavish settings, hundreds of mannequins dressed by the most important Italian Fashion Houses. The main hall featured Ceragioli's dioramas, huge painted canvasses illuminated by changing displays of light and shadows. The dioramas entitled "Paper-hunt," "Patinoire" and "Sulla spiaggia" reproduced the "toilettes" that young men and women wore in these leisure activities. Architecturally speaking, the Palace of Fashion was one of the most charming pavilions, even in the planned modesty of its proportions. It was situated on the left bank of the river Po, at the very start of the Fair's itinerary, thus demonstrating the importance that the fashion industry was beginning to have in Italy at that time. The palace, designed by Ceragioli and Pizzo, combined Art Nouveau elements with the echoes of the Turinese Baroque. The exterior, decorated with large windows and columns, was enriched by Art Deco motifs, such as flowers and leaves. The two foreparts, that were on the corners of the Palace and that ended with golden domes, were well balanced with the central structure that displayed big circular windows.
Construction: 1910-1911
Size: 1590 square meters
Style: Turinese baroque (revival)
People:  Ceragioli, Giorgio
Postcards: Padiglione della Moda | Fashion Pavilion
Palazzo della Moda | Fashion Pavilion
Palazzo della Moda | Fashion Pavilion
Palazzo della Moda | Fashion Pavilion
Paintings: Padiglione della Moda | Pavilion of Fashion
Articles: Nelle sale del Palazzo della Moda
Guides: Torino Esposizione 1911: Monografia Illustrata edita della Direzione Generale del Touring Club Italiano | Turin Exposition 1911