Rossetti S. .

THE ITALIAN AUTOGRILL: FLAGSHIP STORES, BRAND COMMUNICATION AND ARCHITECTURAL EXPERIMENTS IN BRIDGE BUILDINGS

In the post - war period the centrality of the western economic system shifted
from the mechanisms of production of goods to those of the consumption. Within this
transformation, food plays a central role in its ability to bind to different dimensions of the social
sphere: individual, family and collective, thus linking to any specification of the consumption
system expressed by the Italian company of those years. The same mass motorization, favored by
the creation of a vast network motorway, is intertwined with innovations in food consumption
through the creation of a complex catering system in the rest areas. The protagonists were a
generation of enlightened entrepreneurs, Pavesi, Motta and Alemagna, who collaborate with
different architects. The latter, starting from a solid Italian architectural culture, knew how to open
up to the most advanced North American experiences providing, even in the field of design, that
original adaptation of international models to the Italian dimension. When we talk about this kind
of “Italian dream” I like to mention a quote from the architect Peter Eisenman, who in 2004 was
awarded the Golden Lion for a professional career opened his speech by saying: "Let me do an
autogrill!"

Keywords: catering, consumption, corporate identity, fast food, highway, industrial food, industry, landscape, logistics, mass motorization, motorway service., traffic, visual design, визуальный дизайн, ландшафт, логистика, массовая автомобилизация, общественное питание, потребительский рынок, промышленное питание, промышленность, стиль бренда, стиль фирмы, трафик, фаст, шоссе