The Faster Lane / Tyler Brûlé
The art of hosting
It would be something of an understatement to say that the past seven days have been a blur – in part because of the pacey schedule but also because of a busy Salone del Mobile in Milan (please see Andrew Tuck’s column from yesterday’s Weekend Edition and our design editor Nic Monisse’s dispatches here) and because being the host of a private karaoke bar is hard work.
This time last week our Hanami Market in Zürich was in full swing and, on the top floor of our office, a full team of kimono dressers and hair stylists were getting our team of mama-sans ready for our little experiment in running a nightclub. By 19.00 the various Japanese market stalls were packing up their wares and Dufourstrasse 90 started its transformation from café/kiosk/shop into something a bit more moody and dimly lit. While the hostesses (flown in from the finest clubs in Ginza) shuffled in to run a briefing on the finer points of hosting, our hospitality chief, Raffi, made sure that his team had their ties perfectly knotted, Desi checked that the sound system and song library was at the ready and I escaped back home for a proper disco nap, shower and costume change into black tie.
At 21.30 our first guests arrived, were treated to champagne and saké, and the evening started to take its course. For the next seven hours, drinks were poured, songs requested, duets performed, bums shaken, cigarettes lit and tasty bites (shrimp and pork cutlet sandwiches) served. With the help of Yuko, Izumi, Rochdi, Raffi and Mats, we assisted our Japanese hostesses in offering a style of hospitality rarely experienced outside the bars of Ginza or pockets of Osaka and Kyoto. We chatted with our guests in little low-slung groups of seats, took their orders, made sure that glasses were always topped up but never quite managed to so delicately offer a pack of Dunhills to a guest. To watch a little tray motioned in front of a guest with a cigarette pack angled “just so” and then, in a similar movement, a hand reaching into the sleeve of the kimono and retrieving a lighter to light up for a guest feels like a little piece of choreography that has been lost in contemporary hospitality – non-smoking rules or not.
I’m quite sure that the mama-sans of Ginza (or the recently deceased Régine of Parisian nightclub fame) had a top-10 list of guiding principles devoted to how creatures of the evening behave and how to offer superior service. But if I had to pen my own, it would go something like this.
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People over 40 are seeking a new type of evening experience that is sophisticated, comfortable and immaculate but also allows for a bit of dancing, singing and measured debauchery.
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This audience is also happy to pay for such an experience.
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It’s important to pepper the room with younger faces as well: it keeps the mood fresh and even exciting.
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Exoticism always helps, particularly the Japanese variety.
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There is an audience that wants to dress up and play their part, their role in an evening. Dress codes are good and should be enforced.
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No one should be allowed to choose a song that lasts more than three minutes, 30 seconds unless it’s very, very good.
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It is essential that at least 50 per cent of the guests and hosts/hostesses are good singers. It’s vital to always remember that you’re in the entertainment business.
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Lighting, lighting, lighting. A good dimmer forgives many sins.
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Many more people smoke than they might let on.
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Everyone likes a deep-fried midnight snack, no matter how tight their dress or what regime they might be following.
We haven’t done the final postmortem on the evening just yet – and there’s definitely room for improvement. But it’s safe to say that our “Ginzüri” evening will be repeated sometime this autumn. Till then, there’s much more on the horizon when it comes to bringing our audience together. Stay tuned for the announcement of our summer markets in Zürich, London and Merano, our Quality of Life Conference (at the end of summer), the next edition of The Chiefs and a couple more Weekenders. But before all of those, we’ll be at McNally-Jackson in New York this coming Wednesday for the US debut of Spain: The Monocle Handbook. If you’ve not RSVPed yet, please drop Hannah Grundy a note at hg@monocle.com. See you at Rockefeller Center or possibly in Asheville from next Friday.