19/12/09

What we should take away from Copenhaguen


When I first conceived this blog I did so purely on the grounds of entertaining both myself and whoever happens to drop by and read it. I use it as a way of flying off routine and divulge stuff I find different or interesting. However, I do bear in mind that most of the things I write about are out of bounds for all except 5% of humans...probably that's what it actually makes it so interesting, at least to me.

Nevertheless, it's important not to lose grasp on what is going on in the real world, that place were the remaining 95% of us lives. This brings me to what has undoubtedly been the last major event of the year (if not THE major event) and where a mix of frustration and hope pictures perfectly the struggle of our society to get in terms with something.

The Copenhagen summit on Climate Change has been nothing but a perfect example of how the planet works. It can be said, quite plainly and I do not want to disregard with this all those that worked so hard in coming up with an agreement, that the conference was a waste until U.S President Barack Obama and Wen Jiaobao, China's Prime, sat down and talked the issue through. As the World's biggest polluters (by far) they themselves, and only they, hold the key to making our planet inhabitable for future generations. Obama brings enthusiasm and commitment but his hands tight back by the Senate, were health care reform is making any other major political reform impossible right now. Plus the classic bunch of Republican negationists that, to be honest, I do not know how they can still sustain their argument. Nevertheless Obama has shown a crucial element: that the U.S. is prepared to, alongside the remaining rich nations, foot the bill. On the other hand China brings a smile but a clear unwillingness to do anything resembling cutting down on pollution unless it makes economic sense (of course). Given how incredibly cheap coal is and how expensive oil will eventually become once worldwide growth is back on track, that will not make sense any time soon. Some say that eventually international pressure or even increasing health problems derived from coal plants might change their minds at some point. Chances are, nevertheless in my opinion low.

Therefore we cannot and certainly must not try to hope for it. Nor can we try and rely on a speed-up of U.S domestic politics on a worldwide issue. That is why, regardless of major agreements it is in our hands, as individuals, to change things. You might or might not believe in global warming but what you cannot ignore is how unsustainable our current way of life is,this blog partly being a perfect example of that. It's not rocket science that whether C02 emissions are causing a greenhouse effect or not, the amount of trash we produce and do not recycle harms our environment (and ultimately us). Or that our increasing meat consumption is driving deforestation in the Amazon to make place for cattle ranches. The same can be said with fish, for overfishing is literally ending with fish stocks all over the planet. Overpopulation in poor countries is leading to misery and pain in huge urban conurbations where people strive for survival. And the list goes on and on.

That is why if we, as individuals, do not change our habits there is not a single chance a top-to-bottom agreement will trickle down to "force us" to be more environmentally friendly, strong as that agreement might be. It is up to us, not to politicians, where the future of our only home lies. Do not leave the lights on, shower instead of taking a bath or take public transport are all known practices but they aren't enough. We really need to think outside the box and see how our actions can change the current system. I am myself a terrible example of this, but the fact airplane tickets are now so ridiculously cheap means that we are not paying for the amount of pollution we produce and the resources we use. That can change with a carbon tax (which would push prices up) but if we decide to travel less, especially long-haul, only if and when it is really necessary we will be contributing much more than with such measure. Because there is a difference between a well-deserved two-week holiday abroad and a weekend out in a shopping spree in some fancy European capital. Eat less meat and fish and more fruit and vegetables, making sure those fruit and veg aren't shipped from South Africa but from a Southern European country instead. Next time, when choosing your wine make it a local choice instead of going for one shipped from Australia or some other far flung nation. Does it make real sense to buy wines from the other side of the world for a fiver when we have fantastic varieties within our continent that are equally cheap? Or to change the TV set and car every two years?

Not so long ago things were made with one purpose in mind: last as long as possible in the best condition. Nowadays, it seems it's all down to being fashionable and fancy rather than durable. It's about time we start considering this as individuals. And act consequently.


Eccentric newbies coming up in 2010 / Algunas novedades excéntricas para el 2010

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It's clear that imagination bears no limits, especially when it comes to being creative with upmarket stuff. The geniuses from Coolhunter brought us in their last newsletter of the year some of their projects for 2010 under their new marketing agency, Access Agency. From them, perhaps the most original is McFancy. A posh, albeit authentic, version of McDonald's to be showcased at major fashion weeks next year, namely Milan, NY, London and Paris. Basically you'll get your regular Quarter Pounder in a Burberry package or your sundae inside a Paul Smith designed cup. Plus your own private dining room and waiters in tuxedos. Let's admit it: it does sound good.

Whilst I'm sure it will be well-received by English-speaking customers I'm not quite sure how this will end up working out in Italy and France bearing in mind the excellent level of local cuisine. I'd personally take a steak Milanese style (vitello alla milanese) over a Big Mac anytime. Needless to say the French will, at least partly, turn back to their Michelin-starrated bistros (okay, fair enough too many Michelin-starred eateries in Paris but what can you expect from a French-born guide?). Plus, I don't really get how this fits in with the whole size 0 stuff....

In any case this beefed-up (pardon the pun) version of McDonald's will certainly be something to talk about in between collections.

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Es evidente que la imaginación no sabe de límites, especialmente cuando se trata de ser creativo con cosas caras y exclusivas. Los genios de Coolhunter nos han traído en su último boletín de novedades algunos de sus proyectos para el 2010. Como parte de su nueva agencia creative de márketing 'Access Agency', han desarrollado multitud de ideas de entre las cuales la mas sorprendente y original es McFancy, una versión pija pero auténtica de McDonald's que se vería en las semanas de la moda más importantes del calendario: Nueva York, Londres, París y Milán. Básicamente consiste en meter el cuarto de libra con queso en una caja de Burberry y el sundae en una copa diseñada por Paul Smith. Todo ello en tu comedor privado con camareros con esmoquin. La verdad es que, para qué negarlo, suena bastante bien.

Aunque estoy convencido de que tendrá éxito entre el público anglosajón, no estoy muy seguro de como lo recibirán en Francia e Italia. Teniendo en cuenta que yo, personalmente, me tomaría un filete a la milanesa antes que un Big Mac, los menús del McDonald's se tendrán que enfrentar a la excelente gastronomía transalpina, algo inexistente en nuestras queridas islas Británicas así como al otro lado del charco. Fuera de toda duda queda también el hecho de que los franceses probablemente prefieran alguno de los muchos restarantes parisinos con estrella Michelín (sí, vale la guía Michelín peca de egocentrismo francés, pero claro en el fondo es que son franceses). Aparte que tampoco sé muy bien como encaja esto con el siempre espinoso tema de la talla de las modelos....

En cualquier caso esto dará mucho que hablar el año que viene y quién sabe si conseguirá eclipsar de la sobremesa lo último de Stefano Pilati...


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