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In the early 20th Century, exhibitions and international fairs were a favoured field for Swiss businesses that wished to conquer new territories in foreign markets. The way in which Switzerland was represented abroad challenged traditional regional construction by substituting more geometrical lines, thereby replacing the ‘chalet style’. The ‘genesis’ of the Swiss style of exhibition, between commercial expansion and modern architecture, is depicted here beyond that of a purely institutional history, providing a new viewpoint into its economic and artistic aspects. Particular atten-tion is given to the role of certain ‘intermediaries’ in the creation and diffusion of a visual culture to a commercial action.

Trade shows --- Commercial art --- History --- Switzerland --- Commercial policy. --- Advertising, Art in --- Advertising, Pictorial --- Advertising art --- Art, Commercial --- Art in advertising --- Commercial design --- Advertising --- Art --- Art and industry --- Graphic arts --- Posters --- Visual communication --- Motion picture billboards --- Industrial exhibitions --- Technology --- Trade expositions --- Trade fairs --- Exhibitions --- Fairs --- CH (Switzerland) --- Confederatio Helvetica --- Confédération de huit cantons --- Confédération suisse --- Confederazione svizzera --- Confederaziun svizra --- Eidgenossenschaft (Swiss Confederation) --- Everlasting League --- Four Forest Cantons --- Helvetia --- Helvetic Confederation --- Lega elvetica --- Schweiz --- Schweizerische Eidgenossenschaft --- Schweizerische Eidtgenossenschaft --- Shṿaits --- Shveĭt︠s︡arii︠a︡ --- Shveytsʻaria --- Suisse --- Suisu --- Suiza --- Sŭwisŭ --- Sveitsi --- Sviṭzaralaiṇḍa --- Svizra --- Svizzera --- Swiss Confederation --- Swisserland --- Vier Waldstätte --- Zvicra --- Zwitserland --- スイス --- Helvetic Republic --- economic and heritage organisations --- organisations économiques et patronales --- politique d'exposition --- exhibition policy --- swiss style exhibitions --- commercial expansion --- expansion commerciale --- entre-deux-guerres --- between two wars --- industrial exhibition --- style suisse d’exposition --- expositions industrielles