Someone must has a good marketing department. According to the International Herald Tribune's Raising the Roof blog, big British design and architecture firms like Foster + Partners and Will Alsop will be submitting entries to the Architectural Jelly Design Competition, a contest "which seeks to raise awareness of the relationship between food and architecture." It, of course, is all the brainchild of a gelatin company, and will be a part of the upcoming, month-long London Festival of Architecture (June 20th to July 20th). While the joke might be that clearly there is no connection between architecture and food," we fail to really understand why marketing something that's basically Jell-O to architects and fans of architecture. Is it a market this gelatin company is really hoping to capture? Has someone discovered that this professional group is feeling desperate for a bounce, translucent snack? Or are we thinking too much about something that's just supposed to be all in good, silly fun? Whatever the case, we look forward to seeing Foster + Partners' entry and even more so to see how many millions some company in Dubai will pay for the rights to turn it into some sort of life-sized, lavish hotel.