The relationship between avant-garde artists and consumer culture has often been framed as antagonistic. Nonetheless, in the period between the First and Second World Wars, commercial display became a significant means through which modern design was introduced to the general public. Recent studies have demonstrated how commercial display practices have “contributed to the formulation of new forms of aesthetic experience, as well as art and design typologies” (Lasc et al. 2017: 5). Taking as a case study the Romanian avant-garde movement, this talk examines how the visual realm of retail practices intersected with new trends in art and design, in particular the introduction of modern design for the domestic interior in Bucharest.
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