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![]() ![]() ![]() ![]() Makhorka Pavillion 1st Agricultural and Cottage Exhibition of the U.S.S.R. Moscow, 1923
Melnikov was commissioned to construct this Pavilion by the All-Russian Tobacco Syndicate. It addresses the lower classes of the Russian society by showing them a step by step production process. The building’s circulation is therefore defined along one clear path to control the way visitors view any element of the exhibition. The building’s shape and materials, reminding of grain elevators, is combined to a factory-like display to address peasants and city workers. Originally Melnikov’s design was based on the Makhorka’s round logo. The final building is less less literal. However, a few round elements contrast with the angular geometry while the brand’s name is an important feature. This pavilion is mainly about
reaching people of lower classes by remembering them of a brand during a highly publicized event. In a contemporary North American context, this was achieved until recently by subsidizing all kinds of sports events, especially car racing.
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| images 1-4 from S.F. Starr, Melnikov, Solo Architect in a Mass image 5 from Societyhttp://www.carenthusiast.com/ferrari . |
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