Motorway Catering in Italy After the Second World War

Design and Communication Between Consumption Spaces and Industrial Food

Keywords: Industrial Food, Consumption, Corporate Identity, Mass Motorization, Landscape

Abstract

During the period after the Second World War, the economic system doesn’t focus on the mechanism of production anymore, but on those of consumption. Within this transformation, food plays an essential role because of its ability to relate to the different aspects of social life: individual, domestic and public. Food is connected to every aspect of the development of consumption in Italy in that period. Also in the improvement of mass motorization, trough the highway restaurants, we can find a relation with the food. The main players were some new entrepreneurs of the Italian food industry like Pavesi, Motta and Alemagna linked to a new generation of architects.

Author Biography

Alfonso Morone, Università degli Studi di Napoli

Architect, PhD, Researcher at the DiARC Department of Architecture of the University of Naples "Federico II". After graduating in Architecture in Naples, he continued his studies at the ENSCI Ecole Nationale Superieure de Creation Industrielle "Les Ateliers" in Paris. He has taught industrial design at the Politecnico di Milano (Faculty of Design), University of Rome "La Sapienza", as well as Design of Consumer Areas at the IULM University of Milan. His main research interests are aimed at the relationship between consumption phenomena and sales spaces and the qualitative characteristics of the industrial product.

Published
2015-07-31
Issue
Vol 3 No 5 (2015): Design in the Food Industry: Culture, Products, Communication. Special Issue Expo 2015
Section
Micro-histories

Copyright (c) 2015 Alfonso Morone

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Creative Commons NonCommercial-NoDerivates 4.0 international License (CC BY-NC-ND 4.0).