THE OPENER / ANDREW TUCK
Peak interest
Ten unusual things I learned at Monocle’s The Chiefs conference this week in St Moritz.
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That everyone should ask for a “butt test”. Don’t clench, I don’t mean that variety. Nora Fehlbaum, CEO of celebrated furniture company Vitra, was talking about how people pick an office chair by sitting on one for a couple of minutes to see whether it seems comfortable. She explained that it would actually take eight hours perched on a potential purchase before you would know if it was really the one for you. She instead suggested asking your friendly furniture store to loan you the desired model for a day. But be careful how you phrase your desire for a butt test: it could go horribly wrong.
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That the beautiful and vast video screen we had as a backdrop on stage could also have had an alternative use as a barbecue. Standing in front of it, dressed in a pink shirt and navy jacket, I began slowly to cook. I thought about taking off my jacket but worried it might look like someone had thrown a giant prawn on the barbie. I suffered for my hosting duties but at least I got a tan on the sly.
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Compliments come in odd packages. A very nice delegate said that she’d Googled the Monocle team before heading to the mountains. “I was surprised to read how old you are – you’ve got such a young voice on the radio.” I thanked her. You’re grateful for what you can get at this stage.
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That some people have both “a dry kitchen” and a “wet kitchen”. This came from Alberto Bertoz, senior vice-president of V-Zug, the Swiss home-appliances brand. It seems that wealthy people, especially in Asia, have stunning kitchens where no cooking takes place (dry) but look primed for an interiors shoot, and a second one tucked away out back where the staff chop, boil and roast (wet). But with lockdowns seeing people eating at home more, the pristine show kitchens are actually being used.
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You can take a dog on a chairlift in Switzerland. They love it.
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Marc Spiegler runs all the iterations of Art Basel around the world, where all the great collectors gather. His advice for anyone thinking about investing in art? Don’t. Put simply: unless you have incredible access and lots of money, you could lose your shirt. Just buy art because you love it.
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That “Regula” is a Swiss girl’s name. I wonder if there’s a boy’s equivalent? “Extra Large” perhaps?
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That people look good in traditional Alpine kit. A former colleague, resident in St Moritz, turned up in lederhosen and one guest said to me, “Luigi looks good in that outfit.” I concurred. “No,” she said, “He looks really good.” I suggested that she have a sherry and a sit-down.
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Buffets are alive and kicking in St Moritz and I salute the nation for defending the Swiss spread.
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That there’s leadership and there’s leadership. At the end of her session, Nora Fehlbaum explained how to engage with her company: downloading papers she’s written on the future of the office and home from the Vitra website, attending its online summit or, she said, “Email me.” And then she gave out her address and it was clear she meant it.