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| "FAME DIGITALE" (DIGITAL HUNGER) Workshop-Superflex - Ex-macelli, Prato, March 15, 2003 www.superflex.net "Digital hunger" is a reflection upon the ways of global production leading to new creative strategies in view of the implementation of an alternative market. A station for the distribution of conventional junk food products (snacks, crisps, soft drinks) by well-known multinational brands, in fact peddles, inside deceptively similar packaging, products made on a small scale making use of organic ingredients only. ...Mars and Kitekat become luxurious chocolate bars made of real cocoa without preservatives. ...Pringles become real home-made baked potatoes. The concept is to get back to the original inspiration and restore the product to its true condition, stripping it of all the surplus artificiality it displays in order to lure the customers of the global market into addiction… “Inverted copy” exploits food industry packaging famous with consumers all over the world, in order to deconstruct the falsification of industrial food business and to suggest careful consideration of quality as opposed to the catching power of advertising. In the area of the “ex-macelli” (Prato, near Florence) Arabeschi di latte has taken part in Superflex Workshop creating a “Digital hunger” island with a stand for its own products in the style of a refreshment kiosk, and an information desk about franchising facilities for similar initiatives elsewhere to contribute to “Digital hunger” networking. The products are made on the spot, in front of the public: potatoes are baked, chocolate bars are moulded, cakes are made and then sold in captivating packaging labelled “Digital hunger”, at very competitive prices |