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Abstract: After the economic crisis of 1929 and in the attempt to attenuate its effects, architects started to transform commercial spaces with the goals to reduce maintenance costs and to attract customers with the stylistic novelty. Soon afterwards, professional periodicals like “Domus” and “La Casa bella” started to look with great interest at architectural solutions designed for commercial purposes, considering them as exemplifications of modernity and of the most updated aesthetic tendencies. Resorting to architectural journals and archival documents, this work aims at critically and historically framing the debate about stores during the economic crisis, considering them as occasions for architectural experimentation and agents of urban transformation. 

Keywords: Modern Stores; Urban Modernization; Economic Crisis; “Domus”; “La Casa bella”