Book excerpt: Designing the Centennial is an in-depth, behind-the-scenes look at the planning of America's first important world's fair -- the 1876 United States Centennial Exhibition in Philadelphia. The conflicts between the players -- scientists and engineers, planners and politicians, organizers and their audience -- demonstrate wider cultural clashes between a traditional view of things as object lessons and our more current understanding of things as commodities. Bruno Giberti uses the official reports of the U.S. Centennial Commission and photographs of the Centennial Photographic Company, as well as the ephemera of the exhibition and literary accounts in books, magazines, and newspapers to examine the concept of world's fairs, contrasting the 1876 event with other nineteenth- and early twentieth-century exhibitions and related institutions. The author goes beyond previous works on world's fairs by investigating the design process and by considering the nature of display -- what people were looking at and how they were looking.