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Pleasure is In, Big Lies are Out in 2004
Euro RSCG Study Shows A Planetwide Outbreak of Pleasure Seeking This Year

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  • Russians:
  • Definitely "dirty hot," they are popping up more and more in trendy nightclubs and hot spots in the major capitals of the world, particularly London.

  • Provoke me:
  • T-shirt companies with offensive taglines on the front ("Gettin' lucky in Kentucky" sold out at Urban Outfitters) and very short skirts have people talking. Lingerie boutique Agent Provocateur brings spice and excitement to cities like New York and London.

  • Premium liquors:
  • Now that more people are drinking every night, it stands to reason that they want to be drinking the best. But trendiest is not necessarily priciest: Paris has been invaded by Mantequilla, a green-apple liquor that tastes dangerously good, made by Marie Brizard.

    (Photo above: Barefoot Bubbly's New Champagne. Photo courtesy of Barefoot Bubbly)

  • Apartment bars:
  • A hot new trend, particularly in Spain, is the act of turning apartments into bars. It's also becoming more common in New York, particularly since the anti-smoking laws went into effect.

    Apartment bars are also appealing because they are exclusive-like the members-only Milk and Honey bar in New York.

  • Rugby:
  • The sport is huge right now, particularly in countries where it has not had fans in the past (like the U.S. and France). The Six Nations and Tri-Nations are seriously popular events and are becoming more so in the U.S.

  • Total environments:
  • 1, rue du Pont Neuf is the talk of the town in Paris. On the ground floor is Lo Sushi, hipper than thou; then the Kenzo flagship store; on the fourth floor there's Labullekenzo (a spa); and on top Kong, the latest Philippe Starck restaurant, complete with retro-chic Hello Kitty decor.

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