Word: demos
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Dates: during 2000-2009
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...company's co-founders. And in Britain the line keeps getting higher, says James Davies of Hyperspace, the innovations division of the London ad consultancy Posterscope. On trial at the company's headquarters: a billboard that changes ads depending on the gender of the viewer. Davies says the demo, which takes a superficial body scan to tell male from female, gets it right 95% of the time...
...Peninsula's rooftop pool. After he swam, Batali put away crab cake Benedict while constantly checking his Treo for messages and simultaneously answering my questions. Then he was off for two hours of negotiations with retailers to persuade them to place orders for his cookware. Next he did the demo, and afterward he signed autographs for about 250 fans. He also kept up a running banter that had continued all weekend...
...busy being a star that he's sloppy in the kitchen. To test the theory, back in Chicago I had sneaked into the prep area after Batali had left the crowd standing in applause. I found a cook named Kirsten West who had prepped the ingredients for the demo. "How's the soup?" I asked...
Confidence is a requirement of someone who works with flame, but Batali sometimes slips into an overconfident caricature, the boor at the center of the room. Later that night he will tell Lagasse about a poorly attended cooking demo he did at last year's housewares show for a distracted crowd. It had been a running joke this weekend that few people had come last year, but now Batali let loose: "I'm like, 'Do you know how much people in New York would pay to f______ stand where you're standing?'" Batali was giggling, and everyone doubled over...
...last one, Darcie. It's f______ hedonism.'" Batali's greatest gift may not be his ability to figure out a winning new way with a scallop but rather his understanding of how to use his image. Batali constantly projects a sense of capering, slightly naughty joy: at a cooking demo, he rolls up stuffed-eggplant slices and then pretends to lick them like the wrapper around a joint. "Just like we did in the '70s," he says, and the audience cheers. Sometimes he takes the act too far. In Heat Buford quotes a liquored Batali asking one of his waitresses...