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Archive for October, 2009

Between 22 and 25 October the art world turned out in force to celebrate the 36th FIAC in Paris. 210 galleries exhibited the work of 4,200 artists, with works prominently housed at the magnificent space within the ‘Grand Palais’ and at the ‘Cour Carrée du Louvre’ – the world famous museum known by all and visited by many.

I can assure you that seeing a series of paintings by Pablo Picasso, Andy Warhol and Francis Bacon in real life is pretty impressive, especially considering the way our AQUAPAX cartons seemed to blend so perfectly into their incredible surroundings, but my personal favourite was a piece of art created by Kader Attia. I saw this on my walk between the Grand Palais and the Louvre, where the outdoor projects in the Tuileries gardens were some of the most creative and large scale pieces on show.

Cymbales, tiges de bambous

The artist in question had created a work consisting of cymbals, installed slightly above water level in a large octagonal basin. The cymbals were all displayed in different angles, so each produced its own resonance, when affected by rain, wind, or indeed the sound of coins being thrown by enthusiastic visitors. The weather in Paris was spectacular for my visit, so I didn’t get to see how the rain impacted the piece, but I certainly ‘got it’ and to directly quote the artist ”Nature always transcends culture” – at least for me it does! leaf me alone i'm reflecting

The core sponsors for the FIAC event (for the past 4 years) have been the Galeries Lafayette, which has a common ambition as the FIAC, to promote creative energy and to see the whole city come to life for art. AQUAPAX at Galeries Lafayette1
AQUAPAX has recently partnered with Galeries Lafayette, which is why AQUAPAX was the water sponsor for all of the exhibitors during this magnificent art festival. Roll on 2010, especially if the weather is as wonderful as 2009. AQUAPAX at Galeries Lafayette2

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There’s a degree of hypocrisy among many well meaning folk with fundamentally good intentions but closed minds. They hear or read a little about something and become disciples of the cause, without really understanding anything about the process or ‘thing’ they’re advocating.

Everything is fundamentally recyclable or capable of re-use for some purpose other than which it was originally created, and at the risk of being called a heretic, being recyclable is not ‘the holy grail’ when making a product choice. The order for thinking people who really want to minimise their planetary impact should be (a.) do I need to consume this? (b.) is this the most sustainable option? (c.) am I compromising my personal tastes or quality standards? (d.) do I have the means to afford my choice?

Embracing product sustainability as opposed to base level recyclability is the next step we need to teach the masses, which is quite a technically challenging communication to execute.

Most folk don’t want detail; they’re happy to know a little about something and to close their minds to any ignorance. That is human nature, so we shouldn’t knock it, but I do so appreciate consumers who take the time to ask why, and who more importantly, open their minds to listen to the answer.

To bring today’s piece around to bottled water (as you’re expecting me to); portable packaged water is a unique product within a media driven customer psyche. The ‘moral’ decision for ‘planet conscious’ consumers is whether to ever buy into this product category at all. Bear witness the small Australian town of Bundanoon’s recent headline grabbing bottled water ban, which I’ve previously blogged on.

Considering the alternatives are either fattening, contain sugars, additives or alcohol, most thinking people will accept the necessary evil of a pure beverage as a distress solution when there is no tap accessible. That doesn’t oblige consumption; it simply allows choice for when one doesn’t choose to hydrate with any of the aforementioned alternatives.

As customer focussed businesses, retailers and caterers are obliged to service customer needs, so they cannot be criticised too severely for stocking this product category, however, their commitment to CSR should be challenged…

A well thought out CSR policy must drive a sustainable procurement approach – one where satisfying customer needs in an ecologically sensitive way, without compromising product quality, is appropriately weighted on the ‘decision scorecard’ being used.

A parochial approach to bottled water so often leads to customer choice being restricted to whichever bottled water is packaged closest to where it’s being consumed, irrespective of its quality or true ecological impact. This geographic weighting ignores the genuine attributes of products which often come from further away, yet are proven to ‘cost less’ on any correctly weighted ecologically motivated score card.

Think inside the box – we’re only custodians of this maginificent planet, and it really does make sense! 🙂

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