Fondazione Fiera Milano
text by Paolo Bricco
Past, present and future. The aircraft industry was one of the main drivers of international growth during the twentieth century. Today, it is one of the manufacturing sectors with the highest technological content. And for all nations, it represents a bridge to the future.
Fiat’s exhibition space at the Milan Trade Fair in 1949
On display, a Fiat G 46 aircraft. This was a single motor low wing training aircraft developed by Fiat Aviazione. Produced in monoplane and biplane versions between 1948 and 1952.
To mark the 2021 World Routes event, hosted by Sea Aeroporti di Milano, Fondazione Fiera Milano has delved into its impressive library of archive material, comprising one of the most important, precious collections of images and documents on the history of Italy.
Fiat’s exhibition space at Milan Trade Fair in 1948. On display, a G 212 G.P. Monterosa aircraft. Fiat was Italy’s major industrial group in the 20th century and specialised in every form of transport in accordance with its advertising slogan “Fiat terra, mare, cielo” [Fiat land, sea, sky]. The prototype for this type of aircraft dates back to 1947. Immediately after the Second World War, two versions were produced, one for civilian and one for military transport.
The material chosen consists of images specially collated, in accordance with logical, coherent criteria, for the exhibition entitled “The rebirth of a country and its economic boom as seen through its aircraft and motor industries at the Milan Trade Fair”.
These twenty images depicting events organised at the Milan Trade Fair between 1945 and 1965, are subdivided into two sections which mutually complete each other: the first ten cover aeroplanes and helicopters, culminating in the evocative sensations of the first space trips, whilst the other ten images show cars and motorbikes, tractors and trains.
A visit by the president of the Republic, Luigi Einaudi, to Milan Trade Fair in 1950. Einaudi and his wife, Ida Pellegrini, are accompanied by Giuseppe Togni, Minister of Industry and Commerce in the De Gasperi government. The heads of the Democratic Republic created from the ashes of fascism and the monarchy visit the “Leonardo da Vinci” heliport on the roof of Pavilion 32.
The mosaic thus created focuses on the key role played by the aircraft industry, in other words the “highways to the sky” and the transport industry in general during a historical period which was critical for Italy, Europe and the world. The aftermath of World War II sparked reconstruction and the economic boom.
LEFT The Agusta Z-101 helicopter in the aeronautical sector of Milan Trade Fair in 1958 MIDDLE Inside the “First Steps in Space” exhibition at the 1958 Milan Trade Fair RIGHT The cover of the Fiera di Milano periodical in 1950.
This was a historical era between the end of the Second World War in 1945 and the early 1960s, a period of immense vitality for all Italians who yearned for employment, economic growth and the chance to experience development and prosperity. Amongst planes, cars, crowds flocking to exhibitions and illustrious visitors, this highway to the future can clearly be seen in the documents selected from the Fondazione Fiera Milano Historical Archives.
Copertina del periodico Fiera di Milano. Rassegna tecnico-commerciale dell'Ente Autonomo della Fiera di Milano. Anno III. Numero 1 (marzo 1950) by Rossetti, GianFondazione Fiera Milano
The increasing internationalisation of the Italian economy after the period of nationalistic autarchy during the 1930s and the disastrous Second World War, are symbolised by the routes flown by the national airline, which in the 1950s and 1960s was one of the stars of the Trade Fair.
LEFT Advertisement by Alitalia, Page 361 Fiera di Milano magazine 1963. MIDDLE Nardi FN-333 aircraft at Milan Trade Fair in 1954 RIGHT In 1962, at the Trade Fair an exhibition was organised on “Man in Space”.
Pubblicità Moto Gilera 125 (aprile 1950) by Boccasile, GinoFondazione Fiera Milano
The industry of aircraft and motor vehicles. Their symbolic and tangible strengths can be appreciated perfectly on the exhibition stands at the Milan Trade Fair. The Italy that rebuilt itself from the rubble of the Second World War showcases its assets at the Milan Trade Fair.
Evita Peron at Milan Trade Fair in 1947
Argentina’s First Lady, Evita Peron visited Milan Trade Fair in 1947. The motor vehicle on which she paraded amidst the crowd was an Alfa Romeo 6C 2500 Cabriolet. Ever since the post-war years, the Trade Fair has been a showcase for Italians.
At the Milan Trade Fair pavilions, Italy’s national industrial system is able to showcase its skills and innovations throughout the golden years of reconstruction and economic boom: from Agusta to Fiat Aviazione, from Nardi to Breda, from Alfa Romeo to Piaggio, from Moto Guzzi to Ferrari, from Landini Trattori to Alitalia. Aeroplanes and helicopters, trains and tractors, motorcycles and cars.
Together, these undertakings possess a particular economic and diplomatic value as well as a strong identity, as demonstrated by the thirty images in the exhibition. These are products made by Italian companies, telling the story of the Italian escape from poverty and the transformation of an entire nation from a world of agriculture to a future of industry. There are visits by leaders of the Italian state, European royal families, the church and international celebrities.
LEFT The visit by Prince Ranieri III of Monaco to the Maserati stand at the Milan Trade Fair in 1952. He pauses in front of the Italcorsa “bisiluro” [twin torpedo] created by Piero Taruffi. MIDDLE The visit by the Archbishop of Milan, Giovanni Battista Montini (future Pope Paul VI), to Milan Trade Fair in 1955. RIGHT The visit by the American ambassador, Clare Boothe Luce, to Milan Trade Fair in 1954. She stops in front of the Moto Guzzi stand.
All of this creates a profoundly popular form of identity. The Second World War, which with its mixture of torment and desire to start anew, to some extent resembles the current situation devastated by Covid, yet characterised by a strong desire to resume all human and economic activity.
The Breda exhibition area at Milan Trade Fair in 1953. The pavilion was designed by the architect Luciano Baldessari in partnership with the architect Marcello Grisotti. In the area below, two trolleybuses, a locomotive, two tractors and a three-phase transformer are on display. Breda was originally founded by private investors, but in the post-war years, ownership passed to the state company, Iri. Breda played an essential role in the development of Italy’s mechanical
LEFT The advert for Alfa Romeo sporting Pirelli tyres. Fiera di Milano magazine 1949. RIGHT The advertisement for Landini wheeled and semi-tracked tractors. Fiera di Milano magazine 1955.
Vespa Piaggio 125 alla Fiera Campionaria di Milano del 1951 (post 1951/01 - ante 1951/04/12) by Non identificatoFondazione Fiera Milano
Vespa Piaggio in a “giant” version at Milan Trade Fair 1951
In this photo, as well as being one of the landmark products of Italy’s motorisation and development, two smiling children appear. In those years for Italians, these exhibitions were unmissable events.
Prototipo di vettura per la linea metropolitana M1 in esposizione alla Fiera Campionaria di Milano del 1962 Prototipo di vettura per la linea metropolitana M1 in esposizione alla Fiera Campionaria di Milano del 1962 (12/04/1962 - 27/04/1962) by Non identificatoFondazione Fiera Milano
The prototype of the Metropolitan line of Milan 1962
The Metro was one of the largest logistical infrastructure in Milan, the nation’s financial capital. By a similar token, the Trade Fair was one of the major exhibition platforms where Italian industry could showcase its products to the world.
Similarly, in that period, tens of thousands of Italians flocked to the Trade Fair every week; they dreamt of boarding an aeroplane or jumping on a helicopter, a motorcycle or a racing car, so that they could put the past behind them and above all, look towards the future.
Stand Magneti Marelli nel padiglione dell'auto, avio, moto e ciclo alla Fiera Campionaria di Milano del 1964 (12/04/1964 - 25/04/1964) by PublifotoFondazione Fiera Milano
Magneti Marelli’s stand at Milan Trade Fair in 1964
On display, a single seater Ferrari 158 Formula 1 racing car equipped with Gruppo Marelli parts. It was with this very car driven by the British driver, John Surtees, that in Ferrari won the drivers and constructors formula 1 world championship that year.
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