Copywriting Book by claire bingham

CLAIRE BINGHAM Copywriter and Journalist

New Hospitality :

‘We’re more pampered with food than we ever used to be, but the experience is not just about eating in a Gordon Ramsay restaurant. [It’s about what] happens to you to make it an enjoyable time.’ Tim Greenhalgh, global creative chief of Fitch

INTERIORS

Utility. Longevity. Craft. Honesty. Passion. Provenance. These are the buzzwords informing the emerging design aesthetic. Pair tradition with technology, craft sensibilities with innovative ideas, and you get the gist of where interiors are heading. Going forward, design embraces imagination, a freedom of thought and a selection of heritage-heavy objects to deliver a unique experience. A thoughtful interior defines the brand’s DNA and creates an identity with a human perspective to engage emotionally and intellectually with the customer. Frilled-up or frilled-down, the desired effect is a melding of design with personal experience for the increasingly refined tastes of the social connoisseur. Expecting much more than design as standard, customers now also anticipate an experience from their evening.

Discerning tastes

New spaces for new diners

Witnessing a shift towards a more discerning customer – not only in terms of design savviness, but in culinary taste, social functioning and service expectations as well – brands should look to address the higher hopes of their target audience in the longer term. Driven by a new mood among consumers, all of whom seek niche experiences that embrace a sense of value and purpose to their being there, the environment and atmosphere should, above all, make them feel happy.

As we consider the key aspects shaping restaurant and bar interiors, we look at the rise in popularity of Art Bars and Culture Clubs, where spaces are designed to be used for a variety of purposes, increasingly incorporating the community. Targeting our No-Frills Affluents (NFAs), No-Frills Dining sees fine-dining chefs serving high-quality food amidst rough, no-luxe spaces. Appealing to the Homedulgence class, The Modern Pantry delivers a home-away-from-home dining experience, which thankfully means there are still restaurants worth leaving the house for. Focusing on providing local produce and home-cooking favourites within a cosy setting, the design is as much about life as it is about style.

‘People are wanting more when they go out for something to eat,’ says Tim Greenhalgh, global creative chief of international design consultancy Fitch. ‘There will always be restaurants that will be about the sole activity of eating, but there will be other places where eating is part of something else – where you’re amongst art or attending an event. Restaurants need to find a way to differentiate themselves without reverting to a gimmick. We’re more pampered with food than we ever used to be, but the experience is not just about eating in a Gordon Ramsay restaurant. [It’s about what] happens to you to make it an enjoyable time.’ An advocate of inspiring passion for a better functioning design, Rabih Hage, designer, gallery curator and creator of the Rough Luxe concept, believes that modern luxury is not only concerned with an accumulation of objects but also considers time, and encounters with people and places. While it is tempting to divide interior design into product and spatial design, Hage believes we should go back to the multitasking designer who can think not just in terms of spaces, but also in the idea of working with ‘time’. Long gone are the days when identidesigner-kit restaurants will cut the mustard, so to speak. They now need to offer more.

Countering this desire for domesticity, technologydriven features targeting the Web 2.0 generation are also coming into play, where levels of service are improved through devices such as interactive tables that customers use to place their orders. And beyond that? We’re going to witness a shift in what food will be available and where today’s commodities will become tomorrow’s luxuries, according to Lewis Allan, director of environments at Portland Design, so be prepared for a world of endangered tastes! In the meantime, our key hospitality trends offer food for thought.

BELOW : BIRDS BOUTIQUE CAFÉ, CAPE TOWN

It’s a sentiment British designer Martin Brudnizki shares. His key projects for 2009 include Cecconi’s in West Hollywood and Le Caprice at the Pierre in New York. ‘Customers are smart and are getting more savvy in terms of defining what they want in a dining experience,’ he says. ‘Especially during these times of economic stress, diners will, above all, look for quality and value.’ As designers turn away from the obviously trendy in favour of creating something with a story and a soul, we investigate the important design directions co-mingling within the hospitality sector that not only hope to inspire an emotional resonance, but are also meant to stand the test of time.

THE : FUTURE : LABORATORY

The Future Laboratory

THE FUTURES REPORT : LEISURE AND HOSPITALITY

INTERIORS

144 : 145

NB Pulse

Because of the boat’s unique detached position – surrounded by water when at sea, at least – the quality of light is like no other Left, from top Martin Creed’s light installation Feelings flickers over the bed in the upper deck; at night, the windows surrounding the squared seating area become opaque, reflecting an ultraviolet blue in the mirrors behind; Jeff Koons based the exterior artwork on First World War ‘dazzle’ camouflage. Right the lightreflecting lounge displays pieces including Anish Kapoor’s mirrored Crate on the wall, and the fragmented glass Brasilia table by Fernando and Humberto Campana for Edra. Beside the latter is the resin Bone chaise longue by Joris Laarman for Droog

Floating sensation

In his desire for a seaworthy showcase for his collection of modern art, a Greek billionaire has really pushed the boat out. By Claire Bingham. Photographs by Andrea Ferrari

s far as interior design goes, private yachts are often disappointing spaces, anonymous and bland. But one craft is making waves in the Mediterranean for its unique style. The 114ft three-tier yacht Guilty was commissioned by the Greek industrialist Dakis Joannou, built by the Italian company Cantieri Navali Rizzardi and designed by the Italian interior designer Ivana Porfiri. It is breathtakingly daring in its attempt to break out of the mould of traditional boat design. ‘The project was always going to be more than a run-of-the-mill yacht design,’ Porfiri explains. Indeed, why have a porthole when you can have

T E L E G R A P H

M A G A Z I N E

The Telegraph Magazine

floor-to-ceiling windows with a jaw-dropping view? ‘From the beginning, we forgot about conventional notions of boat design and focused on a design that was simple, but not obvious. We knew that art would be fundamental to the project, rather than just part of the subsequent decoration.’ Joannou is one of Europe’s foremost contemporary art patrons whose collections have been exhibited at the Palais de Tokyo in Paris and Christie’s auction house in London. The yacht was born out of his desire not only to exhibit works, but also to live with them. Joannou is good friends with the American artist Jeff Koons, the master of kitsch who is

responsible for the spectacular angular artwork that covers the yacht’s exterior. When Joannou showed Koons the boat drawings, Koons suggested a camouflage approach. Taking his lead from the prints of Roy Lichtenstein and the First World War ‘dazzle’ camouflage pattern by the British marine artist Norman Wilkinson, Koons created a motif that features overlapping blocks of squared, sharp lines. His aim was to transform the shape of the vessel and to create unexpected perspectives of the boat from different angles. Porfiri took care of the interiors and collaborated with Joannou to make art an intrinsic feature of the yacht. Inside, it is crammed with

site-specific installations. Sarah Morris’s Guilty (1996), after which the boat is named, takes pride of place in one of the four bedrooms. Set off against the backdrop of polished white Corian in the lounge on the main deck is Anish Kapoor’s Crate, a round concave dish comprising several hexagonal mirror tiles. It reflects and reverses the surrounding space and views. ‘The interior and exterior design were made with attention to specific elements, such as the materials, the reflections, the movement, the light, and the water,’ Porfiri says. ‘What is important is the feeling you have by being there, which is completely different from the experience a loft T E L E G R A P H

M A G A Z I N E

KADUS PROFESSIONAL, FLOWERING WITH NEW LIFE Building on a long and proud heritage in color, the salon-exclusive Kadus Professional is flowering into new life for a blossoming future for you and your salon. Like a flower, our products and services are beautiful, simple and accessible, luxurious yet affordable. As our partners, see your salon flourish and your clients bloom. www.kadus-professional.com

FOR LIVING RELATIONSHIPS. FOR LIVING SALONS.

F O R

L I V I N G

H A I R

KA_MANISFESTO_SP_230X300.indd 1

1/10/09 14:37:08

BRINGING NEW LIFE TO COLOR Like a flower, beautiful hair is alive with radiant color and texture. Internationally

INSTANTLY PROTECTING COLORED HAIR

INSTANTLY REPAIRING DAMAGED HAIR

well-known, Kadus Professional now introduces the new Extra Rich CrĂ¨me

Like a flower, hair needs to be nurtured to stay radiant and looking its best.

Like a flower, hair requires nourishment to keep it looking its best. Instantly

Permanent and Demi-Permanent Color. Special Vitaflection Microspheres

Instantly protecting colored hair, our new Color Radiance with Radialux

repairing damaged hair, our new Visible Repair with Radialux Micro-Ions

penetrate deep within the hair for vibrant, long lasting color and beautiful shine.

Micro-Ions targets care where it is needed most. For instantly long lasting

targets care where it is needed most. For instantly shiny, healthy-looking

www.kadus-professional.com

and vibrant color results.

hair that feels like new.

FOR

LIVING

KA_DP_COLOR_460X300.indd 1-2

TBWA\MAP, Clairol Professional

HAIR

F O R 1/10/09 15:56:23

KA_BRANDING_SP_CARE_230X300.indd 4

L I V I N G

H A I R

FOR 1/10/09 17:35:55

KA_BRANDING_SP_CARE_230X300.indd 2

LIVING

HAIR 1/10/09 17:35:11

WGSN - Creative Intelligence

23/06/2009 11:28

WGSN - Creative Intelligence

23/06/2009 11:28

Montparnasse station) 23, allée de la 2ème DB Tel: +33 (0)1 40 64 39 44 Metro: Montparnasse Bienvenüe Open: Daily 10am-6pm, closed Monday Entry: !4 www.ml-leclerc-moulin....

Milan and Paris menswear: top tips CLAIRE BINGHAM, MARK TUNGATE, WGSN 16.06.09

WGSN gives you its top tips on how to spend your free time during the Milan and Paris menswear shows.

Milan Shopping:

adidas SLVR and adidas Originals 3 ter rue des Rosiers 75004 Paris

Milan addresses Skitsch via Monte di Pietà, 11 Open seven days a week Tel: +39 (02) 3663 3065 www.skitsch.it

Home

Blanco Piazza Lavater Open: 7pm-2am, closed Sundays Tel: +39 (02) 294 052 www.blancomilano.com Home via Tortona, 12 Closed for brunch on Saturday, à la carte lunch midweek Tel: +39 (02) 835 6706 Skitsch

Skitsch

For the furniture fond, new Italian design brand Skitsch launched their inaugural collection at this years Milan furniture fair with pieces by designers Front, Maarten Baas, Todd Bracher and Diego Grandi on show. Showcasing a selection of unconventional, high quality and great design products by well-known designers alongside emerging talent, the new retail hotspot by famed Milan Studio Blast is the brainchild of Renato Preti. Eating and drinking: The same concept of Formantera's famous bar and the recently opened follow-up in Mykonos, the happy hours at Blanco in Piazza Lavater bring the beach vibe to the bar. Get there for 6.30pm for much-needed Negroni's and nibbles, with DJs providing the tunes.

Brown via Eustachi, 3 Open: Monday-Saturday 11am-6pm by appointment Tel: +39 (02) 0684 4091 www.brownmagazine.it Le Stanze di Dimore via Solferino, 21 Open: By appointment only Tel: +39 (02) 3653 7088

Paris addresses

Madeleine Vionnet: Fashion Purist For dinner, Home provides local produce and home cooking favourites within June 24 2009-January 31 a cosy setting. Delivering a home-from-home dining experience, if the idea 2010 of dining out is still a stretch, they also offer a food delivery service, too. Musée de la Mode - Les Arts Décoratifs 107 rue de Rivoli Tel: +33 (0)1 44 55 57 50 Metro: Palais Royal-Musée due Louvre Open: Tuesday-Friday 11am6pm, Thursday until 9pm, Saturday & Sunday 10am-6pm Entry: !8 www.lesartsdecoratifs....

Blanco

http://www.wgsn.com/members/

WGSN

Blanco

Home

Inspiration:

Fashion Accessories Under the Occupation 1940-1944 May 20-November 15 Musée Jean Moulin Jardin Atlantique (above Montparnasse station) Page 1 of 4

Margaret Howell La Cour 6 place de la Madeleine 75008 Paris

A cool artist-run space, Brown combines a conceptual contemporary art site with an online bilingual magazine profiling the international artists it exhibits. The current installation, Telepathic Pavillion #1 by Alexander Wolff, explores 7 For All Mankind the role of artist and curator. 223 rue Saint-Honoré 75001 Paris Launched during Design Week in April, the new design gallery, Le Stanze di Dimore, is a project from design curators Emiliano Salci and Britt Moran. La Société Set against the grandeur of an 18th century palazzo, a contemporary 4 place Saint Germain collection of furniture, lamps and other objects and works of art sits in 75006 Paris stunning rough-luxe style. Perfect as an escape from the frenzy of fashion Tel: +33 (0)1 53 63 60 60 week, the space is by appointment only. Enjoy. Le Germain Paris 25-27 rue de Buci 75006 Paris Exhibitions: Tel: +33 (0)1 43 26 02 93 We can't wait for forthcoming exhibition Madeleine Vionnet (1876-1975) Palais de Tokyo at the Musée de la Mode. 13 avenue de President Wilson Paris 75016 Vionnet opened her Paris couture house in 1912 and helped liberate women Book at the gallery from the restrictive clothing of the time. During shows, she's said to have or via the website: sent out her models without corsets and even barefoot. www.art-home-electrolu... At the Musée Jean Moulin, Fashion Accessories Under the Occupation Zero + Maria Cornejo 1940-1944 takes a fascinating look at designers in occupied France who, Brachfeld Gallery faced with a lack of materials, improvised in fascinating ways. Over 300 accessories on show range from fabulous shoes with wooden heels to cheeky 78 rue des archives 75003 Paris Resistance scarves printed with maps. Tel: +33 (0)1 46 36 15 00 www.brachfeld-paris.com

Madeleine Vionnet

Fashion Accessories Under the Occupation

Shopping: A handful of new shops will be of particular interest to male visitors. adidas has opened two stores next door to one another in the Marais. The http://www.wgsn.com/members/

Page 2 of 4

ghd.com

TBWA\PAPER

www.tbwamanchester.co.uk

*446& t

THE MANCHESTER CONTEMPORARY Celebrating international talent on the northern arts scene

“Hubba Hubba”, Mike Pratt, 2009 Courtesy of the artist and Workplace Gallery, UK

The Manchester Contemporary is a new exhibition showcasing a collection of leading UK galleries and some of the best talent within the contemporary art scene. One of its kind in the north, it is a new addition to Manchester’s Buy Art Fair, providing a unique atmosphere for art galleries to present new work. Supported by Contemporary Art Society, Bluefin & Axa Art and Arts Council England, gallery names include DOMOBAAL, NETTIE HORN, Limoncello, WORKS/PROJECTS, Man&Eve, Moot and Ceri Hand Gallery through to Workplace Gallery, Bureau, Rokeby and The International 3.

Nathaniel Mellors, The Preface, 2009, Stedelijk Bureau Museum, Amsterdam

At the heart of The Manchester Contemporary will be a specially commissioned piece of work by the artist, Nathaniel Mellors, whose most recent work featured in the Tate Triennial, 2009. The project will be curated by Ceri Hand.

Discussing the launch of The Manchester Contemporary, John Dare, Show Director said, “The contemporary art world has been transformational over the past few decades. It seems that the dire economic climate is stimulating art whilst forcing artists to push boundaries and become more avant garde in their work to really stand out. “The Manchester Contemporary is a collaboration of national and international artists, with experts on hand to help visitors find their perfect piece of contemporary art.” The Manchester Contemporary will form part of Buy Art Fair, one of the largest consumer art exhibitions in the country where regarded UK and European artists come together. With work from the likes of John Squire (Stone Roses), Edwyn Collins, Genesis Publications and Paul Normensell (album designer for The Killers), expect the boundaries between art and music to be blurred.

NEED EA FOR SPEED SHIFT delivers race day experience ™

Imagine this… one Aston Martin DBRS9, one British GT Championship, one world class racetrack, one professional Beechdean Motorsport team and you. Heart pumping, adrenalin racing, you walk past fans and media who hope to get a handshake, picture or just a glance of recognition as you begin to understand what it’s like sitting behind the wheel of one of the most powerful racing cars known to man, your name emblazoned on the side, to battle it out against other racing drivers. Flying around the track, you dip

in and out of real life and game footage from behind your visor, zooming around corners and praying that you can keep the balance between staying ahead, and staying in one piece. Having imagined this you’re close to experiencing an exclusive preview into what is deemed to be the new authority in driving simulation games. As an enticing teaser into the hotly awaited arrival of Need for Speed™ Shift, EA and its retained European e-CRM agency, TBWA\Manchester are giving gamers a taste of their own

race day experience before the game hits UK retail stores on September 18th. Collaborating with Beechdean Motorsport and with support from the British GT Championship, EA has been putting players behind the wheel of an Aston Martin DBRS9 to soak up the entire race day ambience. Combining real life filming of the race track with in-game footage, the viral takes viewers on a journey from the first person and allows them to personalise it to feature their own name and face in the footage.

RETHINKING THE

BUSINESS OF SHOPPING Report by Andrew Hovells Planner, TBWA\Manchester David Ogilvy would have been a great ad man in any era. Sure, the pipe and braces might not have gone down as well today and his views on avoiding humour at all costs seem out of place, but let’s not forget what he thought about women: “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.” Even back in the heyday of the ‘Mad Men’, he knew that brands underestimated women at their peril and today that’s never been more important. Paying due attention to women does not

signify a return to a seventies feminist doctrine or a mere sense of ‘fairness’ - it just makes business sense. In the UK, a woman’s disposable income has shot up by 50% in the last 20 years; today they’ll make 80% of all buying decisions while in 20 years time, they’ll be the main earner in a quarter of households and account for over half of UK millionaires, according to the Future Foundation. But it’s not just about share of the purse strings, it’s about influence too. The performance consultancy Catalyst found that companies with more women in senior management earn their companies a higher return on their equity. They’re increasingly climbing the

corporate ladder as the economy continues to shift towards knowledge-based services and creativity. The future currency will be one of collaboration, communication, teamwork and democratisation. These are all female traits that are associated with the ‘right brain’, as opposed to the male ‘left brain’, which is more skilled at logic, systems and hard data. The future is definitely female, but a shift in targeting will not be enough. There’s a need to examine and possibly change long held assumptions about how marketing is supposed to work. If we’re going to capitalise on the emergence of the financially empowered, influential women of today and tomorrow, we’re

EA’s Dan Sheridan said: “We want to give gamers who haven’t played Shift the best possible insight into one of the best driving games around. By combining real life with footage from the game itself, people can hopefully begin to appreciate how we are breaking down boundaries between the real worlds and virtual worlds of driving.” Dave Ancell, who heads up the EA account at TBWA\ Manchester added: “We wanted to create something that would push interactivity with gamers, offering

them something special that would really engage them and be an exciting insight into what they could expect from the game.” Need for Speed™ Shift will be available to buy for Xbox 360, PS3, PSP and PC on September 18 from game retailers and online as a PC-only download from EA Store (www.eastore.co.uk).

For a race day experience that you won’t be able to take your eyes off, visit www.eagames.co.uk/dontblink

The influence of a woman - as a consumer and in the workplace - is never to be underestimated. Busting the boys’ club, it’s time to capitalise on using the ‘right side’ of the brain going to have to find a new ‘act’ that’s based on how women think, and behave. The last 50 to 100 years of marketing and brand building was mostly built by blokes. Methodologies have been codified; conventional wisdom has been institutionalised, leading to a bunch of well ingrained habits. This is OK. This has gotten us somewhere. It’s created some interesting and useful things, not to mention some great brands, but peel back the layers of brand awareness, brand onions and such, and you tend to find that most brands are built on, and for, the way men think - not women. Mostly, it’s about USPs, objects and ‘benefits’ - all that ‘left brained’ stuff men do so well.

Engaging with women properly will require brands to use the ‘right side’ of their brain too. That means more ‘feelings, people, relationships and what things do’; not just ‘action, objects, self-interest and how things work’. That has got implications for marketing, branding, the communications job, media and even NPD. Brands that want a bigger share of the future will have to get really good at their relationship with women, which will mean approaching all sorts of marketing and brand questions in a different way. David Ogilvy wasn’t right about everything but he was more right about women than he realised.

www.tbwamanchester.co.uk

www.tbwamanchester.co.uk From 25th-27th September at Urbis. Pre-register online at buyartfair.co.uk/register for FREE tickets or £5 on the door.

911932 Newspaper Vol.3.indd 1

*446& t

4/9/09 12:20:29

GOOD TIDINGS

made watches as they feel more substantial, more solid. Today I am wearing one of my own designs which is limited edition with different coloured numbers. AFTERSHAVE? Paul Smith Man.... it is free!

FINE STATE OF AFFAIRS

In the quest to dodge the omnipotent gloom, we ask our creative emissaries INSPIRATIONS what there is to look forward to in the year ahead.

Taking on board the idea of buying less but better, the good getting ‘gooder’ and the shoddy shipping out: whatever camp you sit in regarding the economy, there’s no doubt about it, these are interesting times ahead. Looking on the bright side of the financial downturn, we’re keen to know what, if anything, can come good. In these recession rotten times, we ask, ‘what’s so great about 2009?’ RANKIN Photographer “Wow 2009! Strangely for me 2009 is a big year. I have a lot happening this year and am really excited about it. So here’s my vision: The world hasn’t stopped turning; the clocks are still ticking. The Earth continues to revolve around a Sun that has no concept of money, of economy, or recession. Our grandparents faced annihilation by men so narrow in their view of the world they killed millions of innocent people. Yet all we see and hear is doom and gloom and “woe

is me”. So I say stop fucking moaning and let’s get on with it. How is that! Not quite Auden, but I guess I’m just a snapper!” PATRICK BURGOYNE Editor, Creative Review “There will be some positives to come out of all this mess, even if it may not feel like it right now. One thing that recessions do is to speed up changes or processes that were already underway. Many people will have been thinking about striking out on their own – the collapse of their current employer or a wave of redundancies will provide the impetus needed to make that happen (we saw this particularly during the last recession when a lot of what became major names started up.) But what marks this recession out for anyone involved in communications is that it comes on top of major structural changes driven by digital. So, for example, a lot of magazines that didn’t make sense in print anymore have taken the plunge to go web only. Something similar will happen in newspapers and, possibly TV. The speed of change across the whole media landscape will increase dramatically, largely, I hope, for the better because the

Craigie Aitchiston print scarf

Sir Paul Smith with the artist, Craigie Aitchison

MY STUFF

The man that launched a thousand striped shirts, SIR PAUL SMITH, multi-millionaire clothing impresario and avid art collector has collaborated with British artist Craigie Aitchison RA to produce a series of limited edition prints, used across men’s accessories for Autumn/ Winter 09. Launching in October to coincide with the Frieze Art Fair in London, the collaboration is the latest in a long line of joint ventures the artist has instigated throughout his fashion years. Revolutionising British tailoring with his suits and patterned fabrics, this man of cloth are remains chief executive, changes driven by what users serious magazines. Celebrity shit principal want rather thanshareholder what companies and is on a big downer and it shows chief designer of the are comfortable doing. that people are dropping the stuff eponymous fashion brand he And all this change will that’s unnecessary. I think it will started in 1970. Herewith, create huge opportunities for his be the case that people will start designers andthings... agencies - those using their brains again. In times favourite

SHIT HAPPENS

FAVOURITE DISCOVERY Sir John Soane’s Museum, which I discovered in the seventies. buy. It’s a shame for the people sense. Everyone gain from NOW? WHO’Swill IMPRESSING that got made unemployed but companies raising standards: Pauline my wife. She’s the you can’t run a shop where the the property developer who will reason I amfew where I am. highlight is selling pick ‘n’ mix.” get through the next years WHERE DOinvests YOU in HEAD FOR will be the one who INSPIRATION? ANDREW TUCK quality, makes something to be I often getfor inspiration from that are still around anyway...” like this you have to have your Editor, Monocle lived in not ‘flipped’ profit things findcome but to also things I HOME wits about you. after weeks. CraftI will It couldwebehave anything from WAYNE HEMINGWAY We started Red or Dead in the fore -see. something FAVOURITE ART? Designer a recession and for the creative been championing our the texturesince of something to the I have quite a collection of “We welcome theand recession industry it throws up all sorts launch at way Monocle. Inmay fashion colours be put together photographs art. here. It has Not for beinga unemployed, of opportunities. For example, things made to last will sell in a painting. become bit of an that’s obsessive that’s a IS great of TO sad, but there are a number there’s a real need for cheap (whether WHAT THEpair KEY hobby. I especially like theofwork Incotex trousers or a set ofTHE Porter areas where it can be positive. ways of starting a business so SURVIVING PACE? ofNumber CraigieoneAitchison because luggage). Service will improve: in a bike, go is that it’s for the Super Contemporary Taking time to ride of his use colourin and the airline industry carriers such as completely put ofa hole the the exhibition at The Design for a swim and spend time with simplicity of his Lufthansa or ANA that care about housing bubble. Thepaintings. greed andI feel Museum in June we’re designing andare family. very happy the collaboration how their friends customers treated stupidity of about the Buy To Let kiosks for creative start-ups that CURRENTLY COLLECTING? where we havethe used his delightful will win through. We’ll take time business model developers can be placed in town centres. drawings, paintings of his dogs delicate for culture.Paintings, Countries will wonder objects… and investors have andbeen For business start-ups at home CLOTHES anything beautiful or special. why they ever thought they could paintingsis oftotally boatsbust. ontoThese cufflinks, following we’re also launching a new NECESSARY STYLE? live off just providing financial unsuitable apartments will rangeSTATIONERY? of home offices called ties and scarves. EXTRAVAGANCE? The paperclip. I like to wear a simple, classic services and will take new pride become slums of the future. Shedquarters that you can WHERE DO YOU LIVE? people who make art things a What it means install in your garden. They use Buying and– it’s photography. I suit. I tend to wear suits inevery Holland Parkis the for industry nearly 20 GADGET? process we saw first hand whenawepainting by will get going again, but only by traditional shed materials, but bought years. I love the park itself. You When my father died he left day, but often in my own recently did our recent survey of Iceland. delivering a product that people they don’t look anything like “What will be good about 2009? see rabbits and peacocks roaming me his 1958 Rolleiflex camera, way, which could be with a Connor Harrington. mayabe aRETAIL tough year if you work will want and to buy. are a garden shed, let’s put it that Plenty. denim People will reinvest in the Itnot DESTINATION? shirt or trainers, around youPeople can imagine is one of my plant (although, going to live in homes, rather way.which It will also help with the most local, in their way. neighbourhoods. in a car It would have toeven be Paul Smith typical you are in the countryside. will be the than just treat them as a financial thrifttreasured aesthetic,possessions. where we will They’llTRAINERS want to OR findSHOES? good here, 2009because it’syear the when only shop I can FAVOURITE investment, which in turn will see less waste and more reusing, owner-run stores on their high designing cars that people really RESTAURANT? A pair of brown, round-toed legitimately shoplift from! NEIGHBOURHOOD? improve our towns and cities. in this caseThe making more Iofalways streets and they will be loyal want - smaller, electric – will be I love River Café, shoes madeorofrestaurant Cordovantop from I Another don’t likegood the word many of the FAVOURITE agenda), but forCOLOUR? thingfavourite is yourhave home.the pork and homemade to the shopkeeper don’t San Francisco. because parts behave the one. moment what’s comingdifferent out through the of Hopefully we’ll get rid of a owner Alden who in remembers their this will Ialso caramel ice cream for pudding. LIFE PHILOSOPHY? WATCH? London are great for different they finally do something they magazine audits. The circulation lot of the crap we don’t need. name. That’s one of the reasons Enjoy it. Every day is special. Watches are to year men care like WHAT DO YOU MISS WHEN about.” Borough Market ofreasons. lads’ mags are down; mags Woolworths proved that we it will also be an important shoes are entrepreneurs: to women - they’re YOU’RE AWAY?we didn’t for fledgling Andrew SECRET Tuck is OBSESSION? editor of about up yourare home and high didn’t need it, because and doing Spitalfields both Monocle Imagazine, wish I hadalso morevisit time. flogging are down too. What’s go there. The hole will get filled suddenly that office boys’ toys. space I likeortoshop wear SwissMy wife. on my itlist. up is The Economist and more with things that people do need to is available at a price that makes monocle.com

The ultimate gift for the cosmopolitan dog lover, ‘dog poo bags’ are a stylish solution to getting rid of doggie leftovers in a more elegant way. One size fits all - from Chihuahua to Great Dane - the biodegradable paper bags carry cute lines such as ‘Doggy bag’, ‘Don’t blame me’

and ‘Size matters’ - making that long walk to the bin a much easier task. Courtesy of the Swiss design duo, Andrea Gadesmann and Nina Dautzenberg, the idea was born out of their passion for dogs and design. The daily walks with Cuno, the agency’s dog, served as a source of inspiration. poopoobags.com

PRESENTING THE FINAL WORD STREET STYLE

TBWA\PAPER

As a creative business first and foremost, we continually seek ways to better connect with

BEAUTIFUL HOMES, STUNNING LOCATIONS

By Fergus McCallum, CEO, TBWA\Manchester

reflection of how business and the creative arts can learn from each other. So taking the theme a little

it explores creative collaborations John-Steiner in which the author in their widest sense; from provides a fascinating insight Morris has been building the highest quality homes for over 50 hurricane disaster response into how some of history’s most years, combining innovative design with superb value for

football. “Teambuilding. The Road To Success” by Rinus Michels. Michels was the

elevated Ajax to the pinnacle of European football. If you’ve read any of them I’m sure you’ll