An amusement park ride during the Oktoberfest festival in Munich allows riders to enjoy the thrill of flying.
Almost seven million people, in seventeen days, will drink seven million liters of beer. We are talking about the worlds’ largest festival – fun fair, volksfest, piss-up, whatever you would like to call it – held annually in Munich, Germany… and what’s it called? (everybody now) Oktoberfest!
Time. The main ingredient needed to create, evolve, erode and adapt. To create tradition, habit, ritual and culture. What’s cultured yoghurt? Old yoghurt. What’s cheese? Old cultured milk. What’s fine wine? Old fermented grapes.