ben hourahine

Quoted in the Press: The Guardian

 

Back to basics: böds, pods and bothies
By Andy Pietrasik
Feb 05, 2009

The Guardian

Necessity being the mother of invention, Andy Pietrasik seeks out some affordable alternatives to sleeping under canvas

"Nothing flash", would appear to be the mantra of many when it comes to holiday choices this year. In uncertain times, cheap, traditional, home-made alternatives have come to the fore. Twice as many Britons are planning to spend their holidays in the UK this year compared with last, advance bookings for 2009 caravan breaks are up by 40% on 2008, and online reservations for overnight stays in youth hostels in England and Wales have increased by nearly a third. Even Pontin's is close to selling out in the peak holiday periods.

This is despite the fact that there are huge discounts being offered on packages to exotic destinations, European city breaks and five-star hotels in London.

Through necessity, we're turning back the clocks to a simpler, less plugged-in lifestyle. Ben Hourahine, futures editor at the Leo Burnett ad agency, has predicted: "The recession will hijack the green argument, turning it from a moral argument into an economic one." While holidays have been heavily marketed over the past decade with accusations of "greenwashing" in order to cash in on the strength of the green pound, more basic and adventurous alternatives have quietly seen a revival in popularity. Buildings that have been rescued, restored or simply maintained - in some cases over many years, such as mountain bothies - have suddenly become a desirable option.

For some, the options listed below will be a step too far into the discomfort zone, but for others they represent an opportunity to reconnect with nature and to have a holiday on the cheap.

Click here to read the Travel Editors Review

Miami Presentation @ Custom Content Conference

I am speaking here on Monday. I'll be looking at the future of content and outlining some new ways of understanding the role of brands. Be great to see you there if you're in the area. If you can't make it, I am hoping to share some of my thinking online very soon.

Guinness - The Pub of the Future

In celebration of St. Patrick’s Day I've worked with Guinness and their Innovation Team to predict what the pub will look like 250 years in the future. Here's the visualisation created by Chris Bainbridge:

 

Raise a Pint to the Pub of the Future this St. Patrick’s Day

Since the signing of the 9,000 year lease at St. James’s Gate brewery in Dublin in 1759, 250 years ago, Guinness beers have become a key part of pub culture.  The pub has become a hub of the community, and to celebrate St. Patrick’s Day (17^th March) - one of the liveliest pub gatherings of the year - the Guinness innovation team has worked with Futurist Ben Hourahine and a leading illustrator to bring to life what the pub will look like 250 years in the future.

Transport yourself forward to 2259 and the pub will offer cutting-edge technological innovations to provide multi-sensory experiences (see Notes to Editors for full details).  As you enter, a robotic doorman picks up information from a RFID tag implanted under your skin and greets you by name, automatically sending your order to the bar.   Your beloved pint of Guinness will still come to life in front of your eyes with the famous surge and settle action, but using bio-technology, the bartender will use a Guinness brewing machine to create a pint set to your preferred ‘roast’ level and deliver it to your table by a magnetic levitation tray. Your mates from around the World will join you and your friends via holographic projections.  A suggestion of bar snacks to match your drink will appear before your eyes on the pressure-sensitive digital tabletop and send your order straight to the bar. 

Bar entertainment will also be taken to the next level.  Using 3D screens you will virtually join your favourite rugby team on the pitch as they score the winning try.  No longer will you have to listen to the bartender’s choice of music as the pub’s music system will automatically create playlists by drawing tracks from your mpδ.

In 2259 some things will remain the same and technology will not replace the landlord who is and always will be the heart and soul of the pub. 

Futurist Ben Hourahaine said, “The average British pub is steeped in history and despite significant developments in bar technology over the past 250 years, the majority of pubs have managed to retain their original character and popularity amongst local communities. Exciting technological innovations will only enhance the customer’s experience actively engaging them and inspiring them.”

Paul Cornell, Marketing Manager added: “With over 5 million pints of Guinness being raised in the UK each year on St. Patrick’s Day, it is one of the largest gatherings of the pub calendar. We strongly believe in the role of the pub as a hub of the community and look forward to bringing these innovations to life and keeping pub culture well and truly alive.”

Key to Illustration 

(N.B these ideas are based on technologies all under development)

1.      As you enter the pub, the robotic doorman reads the personal data from your implanted RFID tag and greets you by name. This microchip tag about the size of a grain of rice is inserted just beneath the skin and contains information including your favourite drink and payment details http://www.verichipcorp.com/content/company/rfidtags#implantable

 

2.      Bio-technology plays a big part in the 23^rd Century drinking establishment. To ensure the freshest possible pint, Guinness is brewed in front of your eyes, similar to freshly brewed coffee. There is also an option to tailor-make your preferred degree of ‘roast’ character

3.      Your glass of Guinness is automatically carried to your table or bar spot by a “MagLev” tray waiter (Magnetic Levitation Transportation Technology)

http://magnetbahnforum.de/index.php?en_aboutimb

4.      In 2259, virtual world will be a big part of our lives.  You can have a "virtual" gathering of friends at the pub, with holographic projections of your mates from across the world

5.      Whilst sipping your pint, a suggestion of bar snacks automatically appears on the interactive, pressure-sensitive digital tabletop in front of you

6.      The embedded digital elements within the wall coverings can be sporadically changed by the landlord to depict different scenes and create atmosphere http://www.onomy.com/blue/wall.html

7.      Entertainment is bespoke for the clientele and each zone of the pub features its own sound system, drawing music preferences from the mpδ players of the people nearby to create pleasing playlists http://www.zonedmusic.com/

8.      The world of pub sport is broad and all-encompassing, drawing on classic formats in the most cutting-edge executions. A pool table composed of light eliminates wasted floor space when not in use

http://www.youtube.com/watch?v=thOxW19vsTg

 

9.      Perhaps the biggest revelation comes when the big rugby match kicks off, not only are you watching the big games in 3D, but you’ll be able to stand on the pitch. The convergence of virtual gaming and live sport is an experience to be savoured http://www.telegraph.co.uk/scienceandtechnology/science/sciencenews/3324433/3D-television-'a-reality-within-five-years'.html

10.  The Guinness glass from which you are drinking displays useful info such as temperature and how much you've consumed, which includes a responsible drinking message, to help you measure your consumption

Links & Coverage

PA: Robots to Greet Future Pub Goers

Telegraph.co.uk: Pub of the Future will take your order Automatically

MSN: Robots to greet future pub goers

Channel 4 News: Robots to greet future pub goers

 

The Daily Telegraph. p2. 13.03.09

 

The Sun. p2. 13.03.09