CON­SUMP­TION

WITH A SENSE OF SIN­GU­LAR­ITY

Excelencias from the Caribbean & the Americas - - EXCLUSIVES - BY / JORGE MÉNDEZ RO­DRÍGUEZ-ARENCIBIA, EX­EC­U­TIVE PRES­I­DENT OF THE CUBAN CLUS­TER OF GAS­TRON­OMY AND TOURISM PHO­TOS / COUR­TESY OF HA­BANOS S.A. / EX­CE­LEN­CIAS ARCHIVES

When con­strued as an act of pos­ses­sion to meet the needs or lik­ings for earthly goods, con­sump­tion goes way be­yond the up­per lay­ers of con­scious­ness if prac­ticed by peo­ple who take on en­joy­ment as sheer vo­ca­tion to­wards spir­i­tu­al­ity. Closely tied up to the con­cept of sybarite –stem­ming from Sy­baris, an an­cient Greek city south of Italy- this term is ap­plied to those who put their smart money on the re­fined en­joy­ment of the ex­is­ten­tial do­main.

Through sev­eral times and cir­cum­stances in his­tory, the cult for sat­is­fac­tion has spun off dif­fer­ent life­styles. And so has hap­pened with the plea­sure Ha­bano brings about.

SEN­SA­TIONCUS­TOM­IZED AT­MOS­PHERE

The Mer­riam-web­ster's 11th Col­le­giate Dic­tio­nary de­fines the word at­mos­phere, in mean­ing 3, as “a sur­round­ing in­flu­ence or en­vi­ron­ment”. Judg­ing by those fun­da­men­tals, the Cohiba At­mos­phere con­cept came into be­ing, very much in keep­ing with the mo­ment in which per­cep­tion of lux­ury changes and even­tu­ally tends to trade the pre­ten­tions of some­thing

merely os­ten­ta­tious for the grat­i­fi­ca­tion only a sen­so­rial mind­set can chip in.

In other words, plea­sure to en­joy ev­ery step of way while leav­ing con­cerns and ten­sions off your mind. Be­cause within the dis­tinc­tive fea­tures this con­cep­tu­al­iza­tion holds, avail­abil­ity of op­ti­mal con­di­tions for stor­ing, pre­serv­ing and sell­ing the most se­lect Ha­bano brands, cou­pled with pri­vacy, com­fort and the kind of ser­vice this civ­i­lized act en­tails –let alone pre­vent­ing other odors from im­preg­nat­ing the cigars and hav­ing ac­cess to these mod­ern sanc­tu­ar­ies in or­der to rub el­bows with the rit­ual of the Co­hoba (1)– are some of the great stand­outs. The ac­cep­tance of this sort of spon­ta­neous prod­uct-cus­tomer complicity is high­lighted by the ex­is­tence of sev­eral es­tab­lish­ments of this kind around the globe –with well-de­fined dif­fer­ences from the fa­mous Casas del Ha­bano- in such lo­ca­tions as Hong Kong, Shang­hai, Bei­jing, Tokyo, Prague, Can­cun, Salmiya, Bangkok, Am­bers, Bel­gium and Buenos Aires. But one re­cent lo­cale – opened at the Kempin­ski Man­zana Ho­tel in Old Ha­vana in 2017– stands tall above all. It's nes­tled right in the land of the best pre­mium cigar, in the place that gave birth and in­spired a clear-cut trend­set­ting con­cept that's mak­ing his­tory from and for the sake of feel­ings and sen­sa­tions.

The cult for sat­is­fac­tion has spun off dif­fer­ent life­styles. And so has hap­pened with the plea­sure Ha­banos bring about

1. A prac­tice con­ducted by Cuban abo­rig­i­nals and con­sist­ing of in­hal­ing to­bacco smoke for mys­ti­cal-re­li­gious pur­poses.

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