The form prevails over the Fund. This is the new slogan that governs the creative intelligence of contemporary societies. Taste by the aesthetic and the spectacular nature of the wrapper has largely supplanted rational use budgets and the ultimate meaning of the architectonic constructions, culinary innovations or the extravagant fashion trends. The 21st century has been renamed as the century of appearances, that already nothing is what it seems. Away from the rational and functional experiences from decades ago who pursued with insistence the optimization of resources and effectiveness led to the end, in times that run the answer of how has replaced the usual questions of the what or the why. What is relevant now is the originality and impact visual creations so they can claim the attention of the man of our day, accustomed to almost everything and reluctant to lose time on speculation too convoluted.

Time has become a scarce commodity that the individual can not waste looking for in the depths of the content. The continent often becomes the main reference of reality. In the quest to find something different has been neglected order which gives things their raison d ‘ etre and for which they were created. Buildings such as the Museum Guggenheim, Bilbao, or Opera, Sydney, both with an architectural beauty beyond all question, manage to distract the attention of the visitor to the works of art, theatrical or operatic carried inside. The magnanimous presence of its structure moved to the background its practical and ultimately function its most beneficial for society offer. Also other spaces of creativity as the gastronomy or fashion shows, the eclipse of the meaning by the signifier. Nouvelle French cuisine or molecular cuisine of Ferran Adria or Homaro Cantu, among others, rewards the good presentation and the sophistication of a dish of tiny, very suggestive for the five senses, but laughable for the stomach, unable to satisfy the appetite with a serving of Orange chicken with chips to chocolate air.