The consumer of the so called “evolved society” has loosened every reference with the food origin and with all the processes staying between production and goods. The nature and environment where the food come up are very far from the (super)market shelves. On them are exhibited exciting (hyper)colored objects coming from a reality re-creation planning, filling this new reality by an aesthetic (sur)plus, finalized to make fascinating and easy to buy products. The food shown here is simply a lifeless object and its watch must give pleasure. In this context the colour is strategic. But the built container, where the food goods are sold has also a big importance than products. This new heathen temple celebrating the food market, but also casket, victual warehouse, food vital spring, is strategic for our contemporary interpretation of the reality. The paper will report about this attractiveness of colour due to some contemporary architectural typologies/technologies. In this contemporariness containers, of people and goods, it take place the rite allowing everybody to get low effort food, where the great number of people exalt the sharing of fashion, of messages, of communications and of all the signal apparatus needing a specific architectonic contemporary typology. The study case area is the Verona province as “extraordinary” example distributed all over the north of the Italian peninsula, but detectable also in many European countries.
EXCITING ARCHITECTURE FOR EXCITING FOOD / Gasparini, Katia; Zennaro, Pietro. - 1:(2010), pp. 270-273. ((Intervento presentato al convegno Color and food: from the farm to the table, Interim Meeting of the International Color Association tenutosi a Mar del Plata nel 12-15 October 2010.