Modernity in Mendoza: Pavilion 24 at the Feria de América International Exhibition
The city of Mendoza, Argentina, hosted the international event known as the "Feria de América," an industrial and continental exhibition that took place from January to April 1954. To provide a suitable setting for the exhibition, 30 hectares of land were allocated around the perimeter of Lake Parque General San Martín. Here, 93 pavilions and nearly 20 facilities were set up, including the Allegorical Tower, an open-air theater, and bars. The American countries represented with their own pavilions were Brazil, Chile, Ecuador, and Paraguay. There was also a large pavilion that housed various Latin American countries such as Colombia, Cuba, Bolivia, El Salvador, Honduras, and Mexico, along with stands for Chilean and local Mendoza-based companies and provincial pavilions for Mendoza, San Juan, Misiones, La Rioja, Eva Perón (now La Pampa), Juan Domingo Perón (now Chaco), Córdoba, Corrientes, Santa Fe, Tucumán, and Buenos Aires. Additionally, there were stands and premises for various trade chambers (Quiroga, 2012). The fair embodied the government's aspiration to showcase a thriving, prosperous Argentina that was connected to regional countries and at the forefront of industrial development.
General view of Pavilion 24. Image © Source: Sameer Makarius. Courtesy of Leila Makarius. Research: Feria de América, Invisible Vanguard
The city of Mendoza, Argentina, hosted the international event known as the "Feria de América," an industrial and continental exhibition that took place from January to April 1954. To provide a suitable setting for the exhibition, 30 hectares of land were allocated around the perimeter of Lake Parque General San Martín. Here, 93 pavilions and nearly 20 facilities were set up, including the Allegorical Tower, an open-air theater, and bars. The American countries represented with their own pavilions were Brazil, Chile, Ecuador, and Paraguay. There was also a large pavilion that housed various Latin American countries such as Colombia, Cuba, Bolivia, El Salvador, Honduras, and Mexico, along with stands for Chilean and local Mendoza-based companies and provincial pavilions for Mendoza, San Juan, Misiones, La Rioja, Eva Perón (now La Pampa), Juan Domingo Perón (now Chaco), Córdoba, Corrientes, Santa Fe, Tucumán, and Buenos Aires. Additionally, there were stands and premises for various trade chambers (Quiroga, 2012). The fair embodied the government's aspiration to showcase a thriving, prosperous Argentina that was connected to regional countries and at the forefront of industrial development.
