On the hypermodern regime of vision:

Visuality as an experiential feature in processes and practices of consumption

Consumption behaviors in hypermodernity (LIPOVETSKY)

An establishment of deeper connections

consumers their belongings

According to significant variations:

- on supply and demand modes for goods’ acquisition-of consumption as encompassing processes and practices far beyond acquisition (MILLER)

Acquisition and usage of goods:

increasingly promoting an expectation towards experience(GUMBRECHT)

2000’s

Consumption seem delineated by an ‘experiential feature’ (regarding aesthetic awareness a seek for sensations)

‘experiential feature’ < strengthened by goodsexperiences mediated by “material culture” (Miller) items

individuals their materialities

a seek for consumption experiences

engaged by // relies on visual aspects (materialities)

Visualness: potentially affects processes and practices of consumption, since visuality suggests forthcoming experiences

objects “to live” more than to exhibitthem (LIPOVETSKY)

Consumption of items associated with cooking practices that seem to embody experiences lead by visuality

Instances of visible adjustments:

kitchen appliances < apparatus and utensils’ design

(encompassing colors, shapes and lines of drawing, or materials used to conceive their appearance)

The approach enables identifying typologies that exemplify how the ‘experiential feature’ is engaged by (and relied on) visuality

- the professional- the retro

- the vintage

hipervalorization ofthe individual(ness)

(LIPOVETSKY)

Modalities of everyday’s aesthetic experiences (GUMBRECHT)

-the professional

Stainless steel appliances: professional cookingBrands with lines called Gourmand and/or Chef

The sensible invited by it’s kind of usageA playfullness with senses < a chef’s environment

Modalities of everyday’s aesthetic experiences (GUMBRECHT)

- the retro

An estilization of the present times (BAUDRILLARD)A selected part of the past

Valorization through cultural materialities Conduction to another category of consumption < emocional connections< closer to a cult value (MARX)

Modalities of everyday’s aesthetic experiences (GUMBRECHT)

- the vintage

A nostalgic consumption (BAUDRILLARD)The visuality of an already lived object(LIPOVETSKY) that is still alive

A potential aesthetic behavior< the subject towards the object< a state of artistic enjoyment

Thank you!