The Italian autogrill: flagship stores, brand communication and architectural experiments in bridge buildings

Размещено на http://www.allbest.ru/

University of Trieste, Triest, Italy

The Italian autogrill: flagship stores, brand communication and architectural experiments in bridge buildings

Rossetti Simonetta

Abstract

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: industrial food, consumption, corporate identity, mass motorization, landscape, visual design, highway, industry, logistics, traffic, catering, fast food, motorway service.

Россетти Симонетта

Университет г. Триеста, Триест, Италия

Итальянский автогриль: коммуникация бренда и эксперименты над “мостовыми” зданиями

Абстракт

road architect consuming food

В послевоенный период западная экономическая система перешла с сосредоточенности на механизмах производства товаров к механизмам их потребления. В этой трансформации наиболее значимую роль получил процесс потребления пищи, рассматриваемый как индивидуальный, семейный и коллективный обряд.

Распространение автомобилей и автомобильного движения способствовало активному расширению сети автомагистралей, что в свою очередь подтолкнуло к изменению внешнего вида продуктов питания, в новом способе интерпретации их потребления в системах общественного питания на парковочных площадках автострад.

Главными героями этих изменений стало поколение ярких предпринимателей - Павеси, Мотта и Алеманья, - которые разработали свои новые идеи потребления пищи на автодорогах в сотрудничестве с различными архитекторами. В частности, Алеманья, опираясь на опыт итальянской архитектурной культуры, использовал передовой опыт Северной Америки, осуществив в том числе и в области дизайна, оригинальную адаптацию международных моделей к итальянскому измерению. Говоря об этом «итальянском сне», мне хотелось бы упомянуть имя архитектора Питера Эйзенмана, который в 2004 году получил «Золотого льва» за значимые достижения в области архитектуры и во время процедуры вручения премии начал свою речь со слов: «Позвольте мне сделать автогриль!».

Ключевые слова: промышленное питание, потребительский рынок, стиль фирмы, стиль бренда, массовая автомобилизация, ландшафт, визуальный дизайн, шоссе, промышленность, логистика, трафик, общественное питание, фаст-фуд, автомагистраль.

A country in motion

In the modern Italian history the fifties are identified with the construction of a peculiar model of modernization of the Country. This specificity was expressed through a form of adaptation of the development processes typical of the most advanced societies to the Italian reality. It can be identified, first of all, in a singular, and sometimes conflicting, coexistence of localisms regional and global models. Recurring duality in the construction of an uncertain national identity, which precisely in that crucial decade he expressed one of his few positive collective epics: reconstruction. For this pregnancy, those years are still today indicated for example, evoked as a kind of laboratory from which to draw solutions that can be references today valid for building the present and forcing the country to overcome its long-standing crisis. The land on which, even in Italy, was mainly measured in those years the construction of modernity is certainly that of the consumption. This is the phenomenon that more effectively summarizes the process of radical transformation that invests societies advanced in that decade and in the years immediately following. For the first time in the post-war period, the centrality of the whole system Western economy moves from the mechanisms of production of goods to those of distribution. The most striking image of this transformation is given by the role that consumption assumes in relation to the spatial dimension, from the minute dimension of the store, up to the more general urban and territorial transformations. The urban environment is transformed in relation to the new reasons that generate the deed of purchase. It loses its nature of necessity linked to a need, to take on others of a symbolic nature, in relation to competitive mechanisms fed by cultural models that push towards a "spectacularization" of goods (Codeluppi).

The new models of territorial transformation dictated by consumption, generated in North America, find a rapid diffusion also in Europe. In the United States first, the same mechanisms of urban expansion are addressed by aggregations arising in function of the shopping centers. Even in Europe, traditional forms of family procurement take on a modality industrial through the Supermarket (Humphery). Within this epochal transformation, food takes on a role central for its ability to bind to the different dimensions of the social sphere: individual, family and collective. In particular, the Fifties see the definitive affirmation of industrial food as a means to obtain an availability never experienced before in the history of man, and a contrary and parallel loss of weight of previous models based on domestic self-production (Bassi).

The food is therefore associated with any specification of the consumption system expressed by the Italian company of those years. There television, through Carosello, invades the houses, primarily through new packaged foods: cheeses, creams, pastes and biscuits, ice creams. The same industrial production enters massively in the homes of Italians through food, through kitchens a gas and refrigerators.

But also macro-infrastructural phenomena, like the mass motorization of Italy of those years, favored by the creation of one extensive motorway network, intertwined with contemporary food innovations. The Aldisio plan, named after the then Minister of Public Works, in 1952 dictated the need for the construction of new highways and the expansion of existing ones. This program represented one of the pins of the vast system of tied public investments to the reconstruction. It included the creation of a longitudinal link road axis that would have passed through most of the peninsula: the Autostrada Milano - Napoli, then inaugurated in 1956 by the President Gronchi (Bortolotti).

In this context, the construction of a vast and diversified catering system in the Italian motorway network is included rest areas. Some of the main Italian food industries, already at the turn of the forties and fifties, and then even more so deepened in the Sixties, they produced, through the motorway rest stops, an emblematic case of transformation in the sense industrial consumption of Italians and, at the same time, one of the symbols of the mythology of the so-called boom cheap.

The protagonists were a generation of enlightened entrepreneurs, notably Pavesi, Motta and Alemagna, who came into contact with as many architects. The latter, starting from a solid architectural culture that had its roots in a linked tradition to the fair and commercial exhibition, typically Italian, they were able to open themselves to the most advanced international experiences, looking especially to the model offered by the United States, and providing, even in the field of design, that original adaptation of the models international to the Italian dimension that we have seen as the main feature of the originality of the country in those years.

The origins of motorway catering in Italy

The first Italian motorway refreshment point was built by the industrialist Mario Pavesi in 1947 on the Turin-Milan, precisely in Veveri near the tollgate of Novara, where the company was based. It already showed some peculiar characteristics with respect to the model according to which the first US motorway catering business had developed since the 1930s.

In fact, it was more than a generic refreshment point, a hybrid between a company store, aimed at the exclusive sale of the production of the nearby Pavesi biscuit factory, and a staging point for motorists in transit in that stretch of motorway.

Fig. 1. Autogrill Villoresi-Lainate

From the point of view of food supply, the objective of this first experiment was to introduce the use of a series of pre-packaged products, such as pretzels and biscuits produced by Pavesi, that could replace traditional home-made snacks prepared for short car trips.

The designer was the Milanese architect Angelo Bianchetti who will then perform all the other Pavesi motorway spaces.

The building was on one level and presented, as a distinctive architectural element, a large arch without any function structural structure that emphasized its entrance.

The space was small compared to those that followed until the seventies, but that nevertheless introduced some important innovations. First of all, the adoption, for the first time in Italy in a planned manner, of a strategy that uses explicitly architecture as an advertising medium. It is a modality that has some famous precedents in the history of the Twentieth century. Among the most notable, the one represented by the work of the German architect Erich Mendelsohn in the 1920slast century. He made a radical change in the expressive references of the architecture of the department store until then anchored to neostoricistic models, introducing brand representation elements integrated into the composition architectural. Through Mendelsohn's Expressionist architecture, the business model adopted a more appropriate expressiveness symbolic values, such as dynamism and movement, typical of the modern age. These structures introduced, among the distinctive elements, the use of a conspicuous luminous signs on the facade that assumed a particular architectural significance. In the case, for example, of the Deukon Haus built in Berlin in 1927, the band of the company sign placed outside on the main facade was folded to form, through the entrance shelter, a component of the architectural structuring in the facade. In years closer to us, the integration between the project and the need to represent the brand, presents a different articulation (Monica). In particular, in the United States in the fifties and sixty major industries such as IBM or TWA, tried to build a new corporate identity using the most experimental design research. Here we can mention only some of the most famous architects and designers involved: Charles Eames for the production of promotional films for IBM and Polaroid and Eero Saarinen for public architectures like the TWA terminal in New York.

In Italy the interaction between architecture and the elaboration of a specific corporate image was still limited, up to the story of the Autogrill, within much more circumscribed areas. The relationship tended to be contained in the traditional areas of individual commissions professionals who did not assume, precisely for this reason, the connotations of a strategic and continuous integration, limited to produce extraordinary exceptionality with a nature of this relationship that we could define as still artisanal. The case more known is certainly that of Olivetti with the New York stores of 1954 of the BPPR group, of Venice of 1958 by Carlo Scarpa, of Paris of 1960 by Franco Albini and Franca Helg and 1961 by Ignazio Gardella in Dusseldorf (Scodeller).

They will be just architects like Bianchetti for Pavesi and then Melchiorre Bega and Angelo Casati for Motta and Alemagna who through them or way parking areas will inaugurate, even in Italy, a closer integration of architecture to strategic needs direct and continuous industry. This is precisely why their business will represent a huge step forward compared to necessities expressed by a modern industrial culture in Italy.

Already in the first Pavesi refreshment point, the symbols of the brand were adopted in a macroscopic manner so as to be visible also to great distance from a potential user distracted by driving and speed. Mario Pavesi had planned for this a huge one balloon that, rising several meters above the ground, could visibly signal the presence of the rest area. This solution it was accompanied by other similar advertising stratagems, possibly linked to seasonal events, such as a Christmas tree twenty-five meters high to be mounted on holidays in the square outside. Within the space the consumer he would have found the entire commercial offer of Pavesi, in a homogeneous system, aimed at providing what we would now define a shopping experience, that is a total immersion in the world of the brand that produces an indelible mnemonic track, through the combination of a specific and original architectural experience combined with that of the product (Cesarani).

To these initial connotations, in the following years will be added progressively other distinctive traits, such as the search for an architectural sign that could fully measure itself with the territorial scale and a more mature link between supply food and specific consumption in the motorway context.

The first sale of Veveri underwent radical changes, a first already in 1950, followed in 1952 - the same year of the birth of the "Pavesini" brand - a systematic rearrangement that added a restaurant to the already existing bar. This functional extension, interpreted through the terms auto and grillroom, will give rise to that compound word that will become the neologism, quickly adopted by the common vocabulary, to indicate motorway stop point: Autogrill, in fact. Termthatwillthen be registered byPavesi in 1959.

Diversification and dissemination of Autogrill

Around the mid-fifties, when the Pavesi was now booming, having reached about 500 employees, 6 branches and a turnover of about 3 and a half billion at the time, a specific company division centered on the business began to take shape Rest. In a first phase the location of the Pavesi motorway parking spaces remains limited within what was defined as the Italian industrial triangle, in which the highest company expectations were concentrated.

Fig. 2. Autogrill Ronco Scrivia - Genova-Milano, inside

The progressive expansion of the Italian motorway network is, in parallel, followed by the Pavesi Autogrill who took over the same dimensions of an industrial phenomenon that involved the entire country (Colafranceschi). Already in the design phase of the new national highway system, the same American technicians consulted as consultants had suggested, in analogy with the model North American, to pay particular attention to the parking areas and to all the problems connected with the assistance to the traveler. Yes therefore, they envisaged stopping areas for every 40 km of track, interspersed with free parking areas.

The service areas were assigned under concession, through tenders in which the main oil companies operating in the company participated national market. They were then the latter to seek agreements with the food industries for the construction and management of the structures of catering. In 1958 two Pavesi dining areas were opened in Lainate on the Milan-Lakes and at Ronco Scrivia on Genoa Serravalle, in 1959 is the turn of the Autogrill of Bergamo on the Milan-Brescia.

In the same year, after a long processing phase, the architectural solution that identified it was applied in the common imaginary the type of Autogrill: the "bridge" structure placed to bypass the underlying vehicular lanes (Greco). The first was that of Fiorenzuolad'Arda, at kilometer 72 of the Autostrada del Sole in the province of Piacenza. The project signed, like those that will follow, by Angelo Bianchetti, thanks to the massive use of an industrialized architecture realized out of work, it was realized in only four months, from autumn to winter of 1959. The architectural type "bridge", taken from Bianchetti from previous US experiences, was the first example of application of this spectacular structural invention in Europe (Greco).

Fig. 3. Autogrill Pavesi, bridge building in Fiorenzuola d'Arda

The reasons for this choice were illustrated by the same designer in one of his writings (Bianchetti) in which he motivated the introduction of this futuristic solution with a simple functional necessity: the absence of sufficient external spaces in the solution plan of the service area in Varazze, where in a 1957 study the insufficiency of the maneuvering spaces was verified and stop for vehicles. The realization of a suspended volumetric solution, which bypasses the same highway layout, allowed to free up a large part of the surface available on the ground that could thus be used for handling and parking of vehicles. The proposal, evidently too futuristic, needed two years of sedimentation to be then convicted by Mario Pavesi (Cesarani).

Regardless of strictly functional reasons, the result, however, must be read especially in terms of visibility communicative. What was achieved was, above all, a highly spectacularized architecture, which allowed traffic visibility highway from an air plane that allowed to comfortably assist the passage below of the vehicles through one sort of a panoramic terrace. It is a solution in continuity with other contemporary "inventions" of Italian design of those years in relation to speed. Think, emblematically, of the legendary Settebello in which Giulio Minoletti, some years before, he had placed the cabs of the train above the passenger cars, just to attribute the carriages to the ends of the train function of extraordinary panoramic lounges on the landscape in speed. The Autogrill of Montepulciano presents a main structure formed by two "lame" portals placed at a distance of 15m and at a height of 18m from the ground. The light between the supports of the individual portal is 48 m for a covered area of the building of 950 m2, with a 120-seat restaurant (Aloi).

After this first phase, in the summer of 1959, Bianchetti went to the United States to go directly into the experience American, referring in his writing for the automotive magazine Quattroruote (Bianchetti).

The influence on the Milanese designer of the formula adopted by the Howard Johnson's chain is thus definitively clarified, with the prevalence of structures with more pavilions, and especially that of the bridge model of the Oasis restaurant of the Fred chain Harvey of Chicago. Moreover, the US derivation, adapted to the Italian model of Autogrill, is not limited to appearance alone architectural. The same mode of consumption of food, based on the principle of self-service, was already present in over five hundred food places in the US chain Howard Johnson's (Ritzer).

Within the first Italian Autogrill, as in the United States, the image is coordinated according to modalities that provide for one unified design of all business expressions: graphics, signage, tools, decoration, up to staff uniforms.

According to the lesson inaugurated by Behrens in the 1920's with the experience of AEG, architectures, through the use of colors and images of corporate symbology, are consistent with all the most minute artifacts and tools used in the provision of services refreshment and sale. Autogrill in the Italian offer of those years, provides a new type of business that is added to those already in use in the large distribution. The model of the restaurant is integrated with that of the supermarket, creating a hybrid that combines lunch fast self-service of packaged products. As has been rightly pointed out, the idea of modernity and well-being that characterize the Autogrill Pavesi was linked to new food products of an industrial nature, such as Pavesini biscuits and Crackers, a which integrated new lifestyles linked to mass car mobility (Monica).

Fig. 4. Inside of Montepulciano Autogrill

A further element to be explored, to complete Pavesi's contribution to the history of Italian motorway catering is given by the figure of the architect Bianchetti. Born in 1911 and passed away in 1994, he graduated in architecture at the Milan Polytechnic in 1934, he makes study trips to Germany, works in Berlin in the studios of Mies van der Rohe and the Luckard brothers, crosses in his stays abroad Gropius, Breuer and Le Corbusier.

Back in Italy in 1938 he collaborated with Giuseppe Pagano. As a designer, often in collaboration with Cesare Pea, already in the pre-war period he dedicated himself to a new theme that developed in those years: that of temporary exhibitions.

The same "Casabella - Costruzioni" magazine, directed by Giuseppe Pagano, promptly documented the main experiences realized in the period of start of this new project theme, which goes from 1925 to 1940, in which it will often appear, as the author of extraordinary set-ups Angelo Bianchetti himself, together with other important young people, from Erberto Carboni to Marcello Nizzoli, a Bruno Munari, at the Boggeri studio (who will work in the post-war period for Barilla, Pavesi, Olivetti, Agip) (Monica).

This was the gym from which Bianchetti's planning adventure set off, representing the clearest premise of his contribution to advertising architectures in the Italian motorway landscape.

Beyond Pavesi: Motta and Alemagna

The success was such that the Pavesi soon followed two other protagonists of the Italian food industry of the immediate post-war period: Motta and Alemagna who built their own motorway rest areas, respectively with the architects Melchiorre Bega and Angelo Casati. These companies have common traits that allow us to indicate them as an example of the transformations, in industrial sense, which affected the food sector in Italy in the immediate post-war period. First of all the family origin is e artisan. Angelo Motta, founder of the homonymous company, began his activity as a pastry chef in his town of origin in the province of Milan, then moved to the Lombard capital in the early years of the last century (Colli). Here in 1919 he opened a oven where he dedicated himself to the preparation of the typical Milanese panettone. Through this product he directed his company towards one decided industrial connotation. After the war he signed an agreement with the American multinational Nabisco, starting the production of a line of industrial ice creams, biscuits and crackers. The modernity of the entrepreneurial culture of Motta, as for Pavesi and Alemagna is measured, as well as through diversification in production, in the approach to new communication strategies.

Fig. 5. Flayer Autogrill Pavesi

The corporate image is conveyed, first of all, through luxurious points of sale located in the central places of the largest cities Italian. The Caffe Motta in Piazza Duomo in Milan has 140 employees and is the largest in a chain of about thirty shops managed by the company (Colli).

In full expansion the company Motta, under the guidance of Alberto Ferrante, successor of the founder, signed an agreement with the BP oil company for the use in concession of some motorway service areas (Colafranceschi).

Since the Autogrill brand had already been registered for exclusive use by Pavesi, Motta had to invent a further one neologism, with evident assonance with the previous one: Mottagrill.

The first was inaugurated in 1960 in the service area of "Somaglia Ovest", between Casal Pusterlengo and Piacenza on a project of the Milanese architect Melchiorre Bega (Zironi). Bega, like Bianchetti, had a great experience in architecture commercial. Years before he had worked for Perugina and in the 1930's he had been managing sales points and installations for Motta, culminate right in the Caffe Motta in Piazza Duomo in Milan. The food offer, unlike in the Pavesi Autogrill was of "National type" with a regional menu featuring tortellini, baked lasagna and lambrusco. But the competition between Motta and Pavesi is also measured on the adoption of the same architectural typology, the "bridge" type.

The Mottagrill of Cantagallo, on the Emilian stretch of the Autostrada del Sole, in the metropolitan area of Bologna, came inaugurated in 1962 on a project by Melchiorre Bega himself. It is an architectural structure that for its size and location, 70 m in length and 13 m in height with two advertising planks placed at the ends of the building they raise the height up to 30 m in the flat panorama of the Po Valley (Aloi). Given the close to the city of Bologna, from which it is only 8 km of highway, the complex was a forerunner of the current sub-urban shopping centers. On the street floor there was a barpatisserie and a self-service with production products Motta. Upstairs, accessible by two lifts, a restaurant for 200 people, with kitchen and roaster on sight, and then a hot table for 60 people. In the structure there were also six shops, a bank, an office of the Tourist Board and one of the Automobile Club, a hairdresser, a post office, a florist, a tobacconist, a book and newspaper shop and a souvenirs. When it was built, Cantagallo represented the largest motorway service facility in Europe.

With the same typological structure and commercial format, other "bridge" Mottagrill were opened, like the one in Limena, north of Padua, inaugurated in 1965 to whose design, taken care of as usual by Melchiorre Bega, also participated Pier Luigi Nervi. Also in in this case there were various shops and complementary services, as well as large outdoor terraces. The bridge body, which rests on four large pillars, has a length of 42.50 m, in addition to two lateral overhangs of 16.25 m each, for a total length of the 75 m factory body (Aloi). One of the most obvious peculiarities of this construction is given by the polygonal profile of the large windows, which follow the profile behind the large structural lattice beams.

The entry of Motta into the motorway catering market pushed Alemagna, who was the most, to the same choice direct competitor. Motta and Alemagna were two companies, of similar size and identity, who fought for the supremacy of the post-war period Italian confectionery. Both were born, in their industrial dimension, by the industrial evolution of the artisan and craft panettone baked goods, and in their subsequent expansion, they used fully new and sophisticated communication policies. Thanks to the collaboration with Agip, which was the most important national oil industry, Alemagna developed a specification catering formula. In contrast to city bar-confectioners, characterized by a luxurious context and a strong focus to the quality of the offer, the Alemagna motorway service stations proposed a more sober consumption model through self-service, without any table service. The same moderation was found in the architectural system, built predominantly through prefabricated modular structures supplied by NuovoPignone. The character of the catering services took on, intentionally, a tone consistent with the corporate image of Agip that wanted to put itself in those years as the national supplier of Italians, marking its popular vocation also in catering services.

Fig. 6. Autogrill Motta, Limena - Padua; Milano -Venezia

Motorway catering and a new approach to food consumption

Post-war motorway catering provided an important contribution to a first acceptance process, and then spread, of industrialized food in Italy. The food contributed in this circumstance, for the first time in Italy, to the construction of a new one market culture that identified in the motorist "refreshment" a new large commercial sector and a diffusion channel of new food products. Beyond its actual diffusion, for most Italians the experience of a meal consumed fast within a highway stop was limited to more than a few seasonal occasions, the value of this experience was however indelible for its extraordinary novelty. As was rightly noted, in the early years of introduction of the Autogrill, there was a stop not only for needs related to the trip, but above all to live a moment joyful, feeling part of a new social model under construction (Fabris).

The idea of approaching a type of meal totally unrelated to that of everyday life, also pushed motorists to a new attitude towards food, paving the way for new eating habits. In this way it was inaugurated also in Italy, a healthy approach to eating that began to be interpreted as the necessary premise to a healthy lifestyle. The rapid preparation of food whose main axis is grilled cooking, prohibits elaborate preparation methods of food consecrated by tradition. In 1962, in collaboration with the well-known physicist Rodolfo Margaria, the AutogrillPavesi launched the "motorist's diet" to to guarantee to those who traveled on the highways "Ready reflexes, safe driving", as underlined the title of the educational campaign, published on the most widespread weekly magazines, which presented a collage of the photos of the first Autogrill by ErbertoCarboni (Cesarani). The motorist's menu was developed under the supervision of the Institute of Physiology of the University of Milan and was offered to a price that is between 750 and 950 lire. In the morning butter and jam, fruit salad, Pavesini, coffee and milk. To noon: mineral water, butter, Crackers Soda Pavesi, consommd in cup with croutons, chicken, mixed side dish and dessert a choice. In the evening, finally, mineral water, butter, Crackers Soda Pavesi, consommd in a cup with croutons, grilled steak, mixed side dish and desserts of your choice.

Fig. 7. Flayer, typicall autogrill menu

Conclusion

At the end of 1960, at the end of the epic decade of reconstruction, they had already been created along the Autostrada del Sole highway alone, separately on the two sides nineteen service stations: 7 Agip, 4 Esso, 3 BP, 2 Shell, 2 of the Purfina and 1 of the Kendall. Twelve bars had been opened, 6 Pavesi, 3 Alemagna and 3 Motta, and eight refreshment points 3 Agip, 3 Pavesi 1 Motta and 1 Kendall.

This experience will extend until the present years with different methods and diffusion. Certainly the motorway refreshment areas they represented in the post-war Italy a model of innovation built through an extraordinary capacity of integration of architecture, industrial culture and new social models.

Within this transformation, food assumed a central role for its ability to link itself to one of the deeper processes of transformation expressed by Italian society, represented by mass motorization.

Fig. 8. Autogrill in Montepulciano

References

1. Aloi, G., Ristoranti. Ulrico Hoepli Editore, Milano 1972.

2. Bassi, A., Food Design in Italy. Product Development and Communication. ModadoriElecta, Milano 2015.

3. Bianchetti, A. &Pea, C., Architettura pubblicitaria. Casabella-Costruzioni, Milano 1942, 159-160.

4. Bortolotti, L., Viabilita e sistemi infrastrutturali. In De Seta, C. (a cura di) Storia d'Italia. Annali, vol. VIII, Insediamento e territorio. Einaudi, Torino 1985.

5. olafranceschi, S., Autogrill. Una storia italiana. Il Mulino, Bologna 2007.

6. Ceserani, G.P., Gli Autogrill Pavesi tra pubblicita e comunicazione, in Gonizzi G. (a cura di) L'Italia dei Pavesini. Cinquant'anni di pubblicita e comunicazione Pavesi. Pizzi, Milano 1997.

7. odeluppi, V., Lo spettacolo della merce. I luoghi del consumo dai passages a Disney World, Bompiani, Milano 2000.

8. Gentili, M. (a cura di),On The Move. Nel paesaggio di Autogrill. Skira Editore, Milano 2007.

9. Humphery, K., Shelf Life: Supermarkets and the Changing Culture of Consumption. Cambridge: University Press 1998.

10. Fabris, G., Il nuovo consumatore: verso il postmoderno. Franco Angeli Editore, Milano 2004.

11. Greco, L., Architetture autostradali in Italia. Progetto e costruzione negli edifici per l'assistenza ai viaggiatori. Gangemi Editore, Roma 2010.

12. Monica, L., L'architettura degli Autogrill Pavesi. inGonizzi, G. (a cura di). L'Italia dei Pavesini. Cinquant'anni di pubblicita e comunicazione Pavesi. Milano, Pizzi, 1997, pp. 209-225.

13. Ritzer, G., Il mondo alla McDonald's.Il Mulino, Bologna 1997.

14. Zironi, S., Melchiorre Bega Architetto. Editoriale Domus, Milano 1983.

Размещено на Allbest.ru