Between Machines, Coffee, and Dried Plants

Abstract

This article focuses on the 1930 São Paulo Agricultural Exhibition held by the São Paulo State Department of Agriculture, Industry and Commerce. It seeks to analyze this particular event by locating this public showcase of agriculture in its wider political and cultural contexts, considering its role as a strategic sector of the economy and its place within a narrative that highlights São Paulo’s modernity and progress at that particular moment in history, when the power of the state was about to be strongly challenged. The exploration of specific sections of the exhibition sheds light on the distinctive nature of the design and the way the message was communicated to the visitors. The approach adopted also allows connections among the local, national, and international levels, as part of a wider consideration of the potential for further studies on the presentation of agriculture in exhibitions.