Negotiating modernism The Yugoslavian Pavilion at the Stockholm Fair 1950
In 1949–1950, the Yugoslavian Chamber of Commerce commissioned architects Vjenceslav Richter (1917–2002) and Zvonimir Radić (1921–85) together with artists Ivan Picelj (1924–2011) and Alexandar Srnec (1924–2010) to shape several pavilions at various international trade fairs; in Stockholm twice. This text departs from a rich photographic documentation of the 1950 fair, discussing how and why Yugoslavia turned to modernism, why the artists shaped the pavilion the way they did, how it was received in Sweden. It also places the pavilion in a political context. As Yugoslavia was expelled from the Eastern Bloc in 1948, it had to find new alliances. The turn to modernism could be seen as a sign of this, but such reading also risks diminishing the role of modernism, leaving it as something that belongs to the liberal democracies in the West. The text argues against such narrow reading. It also discusses the role art history has played in forming a quite stereotype image of modernism and finally, it uses Roland Barthes “myth” as a way of looking at modernism from a multiple perspective.