A matter of taste

PUBLISHED : Friday, 14 April, 2006, 12:00am
UPDATED : Friday, 14 April, 2006, 12:00am

Any excuse to lounge around the InterContinental's US$10,000-a-night presidential suite is a good excuse. American Express used the 7,000-square-foot pad to preview two new-look magazines at a VIP-filled Wednesday party. The respective quarterly glossies are exclusively for its platinum card holders and Centurion members (de facto black card carriers).

The regional editor of Platinum is local PR man Paul Hicks. As you'd expect, it's filled with overly luxuriant articles about expensive things and fabulous places. There's no life like the high life, the publishers emphasised. Reeling off data about buying demographics and shopping habits, they consistently hammered home the point that their clients are 'powerful consumers'.

Well, powerful doesn't always mean swanky. Leaving early was businessman Mahesh Harilela (below), who was off to his own birthday dinner. But instead of high-end hospitality, he was going ghetto to a Thai eatery in Jordan. 'It doesn't have to be fancy. All I care is that the food's good,' Mr Harilela says.

See, good taste doesn't mean expensive taste.

Additional reporting by Lauren Crothers