Café ware seduction

Imagine that you’re snared within a phantasmagorical wonderland of dazzling, flashing, coloured lights, bouncing off a multitude of graphically stylised mirrors and highly-polished chrome, glass and faux marble surfaces. An intoxicating fusion of aromas – syrupy sweet mingled with acerbic zests – activates your taste buds. ‘Rock Around the Clock’ erupts from the jukebox, challenging the soda fountain’s rhythmic whoosh and gurgle of liquid under pressure. The clinking and scraping of metal against glass is repetitive, but dim. Discordant singing, laughter, and the chatter of gossip emanates from around tabled wooden booths. Self-indulgent gratification intensifies: another round of American-style soda drinks, milkshakes and ice cream sundaes is ordered.

Served in sparkling, sensually stylised metal containers or see-through soda drink glass goblets and ice cream sundae dishes designed to caress both sight and touch, these grails were the most fundamental, tangible, baseline-elements of the overall carnival of illusion, provocatively drawing attention to their contents – a seduction of contrasting colours, textures and fluid forms. This paper will discuss the aesthetics of café, milk bar and soda/sundae parlour ware and its stimulus to food and drink consumption within the context of the overall fantasy of these food-catering businesses.