This article has been subjected to double blind peer review

author: Gianfranco Marrone (Dipartimento di Culture e Società, Università di Palermo (IT))

The Logo and the Locus. Genealogy of Fico

language: italian

abstract: Analyzing the semiotic dimension of Fico, an agri-food park near Bologna, we can see a structure of the space that makes a large use of branding strategies. Fico takes up and amplifies some trends already present in unconventional restaurants; so it is necessary to go back at least to McDonald’s to reconstruct its genealogy. Having overcome the opposition between fast and slow food, after Eataly and Expo 2015 Fico tries to put on display the entire agri-food chain, but only partially succeeds. Rather than brand niche products, Fico explicitly opens up to the world of large-scale food distribution. The semiotic analysis of space provides useful demonstrations in this regard.

citation information: Gianfranco Marrone, Il logo e il luogo. Genealogia di Fico, "Ocula", vol.21, June 2020. DOI: 10.12977/ocula2020-22

Ocula.it publishes articles and essays in semiotic research, with a particular eye on communication and culture; it is open to dialogue with other research fields and welcomes contributions from all the areas of the social and human sciences. See the Editorial Board and the Editorial Committee.