Gezicht op het paviljoen van cacaofabrikant Blooker op de Wereldtentoonstelling van Antwerpen in 1894 1894

This photograph by Charles Bernhoeft captures the Blooker cacao factory pavilion at the Antwerp World's Fair in 1894. The image provides a fascinating glimpse into the aesthetics of early industrial capitalism, and how it manifested in world's fair architecture. Notice the elaborate ornamentation, the delicate ironwork, and the overall emphasis on visual display. These features weren't just about selling chocolate; they were about projecting an image of progress, sophistication, and global reach. The photograph itself is a product of industrial processes, and was reproduced and disseminated widely, playing a crucial role in shaping consumer culture. Consider the amount of labor required to both create the pavilion, and to grow, process, and transport the cacao it celebrated, and the number of workers involved in these various stages. By focusing on materiality and modes of production, we can move beyond simply appreciating the image's aesthetic qualities and gain a deeper understanding of its historical significance, challenging traditional distinctions between commerce and culture.