The beauty of production: module and its social significance

The article examines the post-WW2 expanded understanding of the concept ofMediterraneitàor Mediterranean-ness in the South Adriatic coastal region of Montenegro in the former Yugoslavia, primarily as a modernist recourse against the demand for productivity and tenets of socialist realism and socialist aestheticism. The discussion ofMediterraneitàrefers to recent research of Italian architecture by Michelangelo Sabatino (2010), arguing that over the period of thirty years in its wider resonance across the Adriatic littoral, the original notion was adapted to different regional, cultural and socio-political contexts. This article specifically analyses the theory of modular coordination of the architect Milan Zloković (Trieste, 1898 – Belgrade, 1965), professor of architectural composition and design at the University of Belgrade, and its application in the tourist colony Hotel Mediterranean in the city of Ulcinj in Montenegro, which he realised in co-authorship with his son, architect and engineer Đorđe Zloković (1927, Trieste) and daughter, architect Milica Mojović (1932, Belgrade), in the early 1960s. In order to achieve meaningful if economically highly restrained design and efficient construction for developing mass tourism of the Montenegro littoral, the architects argued for the usefulness of modular coordination not only from the rational but also from the compositional point of view. The article explores a specific understanding of modernMediterraneitàin the Ulcinj colony which combines scientific means of modular coordination and the spirit of vernacular building in stone. The methodology combines historical and theoretical interpretation with geometric and proportional analysis of typology and modular coordination. The original graphic geometric methods are derived from the theory of the architect Milan Zloković through comparative analysis of Le Corbusier'sModulor, Alexander Klein's method of successive increments and Richard Padovan's interpretation of proportional systems correspondences. The article brings previously unpublished photographic documentation from the period.