The magnificent brilliance of the majority of the contemporary buildings can be depicted through the image of a mirror that reflects its surroundings, avoiding any relationship between the interior and the exterior. This introduces an articulated as well as disturbing and ambiguous scenario, by which the aesthetic formulas of architecture meet the spectacular models of marketing and media communication. The Aesthetics rising from this “paradigm of mirror” loses its connection with a shared and common notion of beauty, considering it as a mere object of individual exchange. “i-Aesthetics” represents a concept introduced to synthesize these traits, that make the evaluation of the architectural objects, as well as of our relationship with the space, radically ambivalent.