ABSTRACT
This chapter examines the question of the rhetoric of design in the Levant Fair. It explores the ability of the Fair to achieve the objectives and the nature of its successes in promoting situated modernism as a new medium for the image of Zionist settlement as a dynamic society. The building of the fair created the largest and most prestigious concentration of buildings executed in the International Style up to the mid-1930s. The architecture of the fair was consistently planned and designed in the International Style. The fair contributed to a local evolution of modern form and details; this effort formed the basis for the definition of the content of situated modernism and its promotion in Palestine. 'The Flying Camel', the emblem of the Levant Fair, became one of the best known and most successful images in the 'war of symbols' of international fairs.
