MAGAZINE
RAINE S U M M E R
I N N O V A T E !
I S S U E
VOL 16
QUARTERLY
A FOODIE FAIRYTALE MEET EMMA MCQUISTON
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Emma
McQuiston A Foodie Fairytale By Nova Lorraine photography by Jennifer Kendall
Dress: Suzie Turner; Necklace: Anton Heunis at Maggie Owen; Stylist: Patrice Hall Photographer - Jennifer Kendall Fashion Styling - Jess Broadhead and Patrice Hall Make-up and Hair - Zoe Gale using Mac cosmetics Photography Assistant - Oliver Coltman Videographer - Antony Burger
Things are heating up for Emma McQuiston. The esteemed culinary artist is
not only a rising celebrity in the food world, she is also set to become England’s first black marchioness when she marries Ceawlin Thynn, Viscount Weymouth in June. The 26-year-old beauty has a passion for helping young girls discover the joy of cooking. Between hosting her own popular online cooking show, sharing her life and recipes through her incredible blog, and planning one of the most exciting aristocratic weddings of the year, Emma found time to sit down with Raine and give us a behind-the-scenes glimpse of her modern day fairytale. RAINE: Tell us about your love for cooking. MCQUISTON: It all started with my mother. She is a very traditional chef. She taught me the basics, how to bake bread. We always cooked for our family and friends and even for events of 100 people. Cooking came naturally and I have a passion for trying new things. I enjoy being in the kitchen. I like to share new discoveries or dishes I’ve invented. I love staring at the presentation of food in the markets. My mom is one of my kitchen heroes: she loves entertaining for a full house. RAINE: What was your favorite experience in culinary school? MCQUISTON: I think it was the new flavors. I went in knowing what I liked to make, but enjoyed learning new skills and experiencing different flavors like ravioli with a saffron cream. I learned how to make South Indian curry. I found it interesting to create my own curry and liked experimenting with heating the coriander seeds with the dry spices. That was the first place I ever did that. Red chili became one of my favorite ingredients: I love spicy things and chili boosts the metabolism. RAINE: How did you get the opportunity to host your own show on E.Food.com? MCQUISTON: Commissioning a show and talking to various production companies takes a long time. My blog has been an incredible outlet for growing my audience. E.Food.com contacted me to references recipes relevant to celebrities while putting together short and seasonal dishes. It’s been about a year now since I started with them. I would love to have my own show where my blog comes to life. People could see my day-to-day search for new recipe inspiration or maybe a travel food show. I’d love to go to Croatia and expose how they prepare seafood because it’s so different. RAINE: What do you love most about hosting your own show? MCQUISTON:It gets easier the more you do it. You have to stay calm and present it nicely and don’t forget to breathe and make sure nothing is on fire behind you. My acting background has really helped. The reaction I get is nice. People are able to get to know what I like from my videos. My audience can build a relationship with me through the show. RAINE: What do you like least? MCQUISTON: It’s the hectic element - just nervousness before the camera comes on or getting tongue-tied while trying to annunciate in front of the camera. Also, continuity is quite tricky. You have to be able to think forwards and backwards at the same time. I’m getting better at it. I hope! (smiles) RAINE: What is your favorite dish? MCQUISTON: I love healthy food. Everything is in moderation, not deprivation. I enjoy Provencal cuisine, Southern France cuisine – the food is amazing. One of
my favorites things in the world is Sea Bass with Chilean garlic wrapped in tin foil and cooked in the oven for 15 minutes. My favorite thing to eat in the summer is raw vegetable with a mayonnaise-like sauce made with olive oil, mustard, anchovy, and pepper. RAINE: How does your cuisine or cooking style differ from most chefs? MCQUISTON: I am quite Mediterranean in my taste in style. My food looks good, tastes good, and it’s good for you. I love food you can pick up with your hand and share. While I enjoy watching the processes and equipment on shows like Master Chef, my style is more homey than that. I’m a cook, not a chef in a restaurant. It’s more free and family style. I try to keep it healthy, interesting, and uncomplicated. I’ve managed to use my passion and turn it into a career. My style is based on how I live in it: I don’t promote anything I won’t do in real life. Hopefully I will get better with age. I’m not saying I am the guru - I just LOVE it! I love sharing what I know and what I do, it’s “friendly” cooking. A lot of young girls my age don’t cook, even if they do they make desserts or pasta. I came across a niche and want to encourage them to make interesting stir-fry dishes or fitness recipes. I want to encourage girls to cook for each other. It shouldn’t be intimidating. RAINE: What is Ceawlin’s favorite dish that you have prepared for him? MCQUISTON: He likes eating very healthy, which is brilliant. He loves kale, roast chicken – we have quite similar tastes. RAINE: Do you prefer cooking for large parties or intimate groups? MCQUISTON: It depends. Once you have gone big, you should go massive. There comes a point where you are just all in. When you are cooking for a lot of people, you have to do something that can stretch. I like to make it versatile when preparing for a big group. I was making pizza almost every day last summer and everyone loved it – I even though of opening my own pizza shop. I wanted to open a frozen yogurt shop once, it’s one of my favorite things, but a perfect location is hard to find in London. RAINE: Do you have a favorite celebrity chef? MCQUISTON: Jamie Oliver. He came out as the unconventional chef when he was young and show his show in a loft. It was very different and now he is an industry in himself, he’s a brand. He has his own culinary school and has quite a following. He’s a really good chef and person – he did a project where he helped underprivileged teens get jobs in his kitchen. He’s the chef who makes me want to cook the most; I’ve watched every one of his shows. RAINE: How will your new life change your career aspirations as a culinary artist? MCQUISTON:Ceawlin is very supportive and what’s brilliant is my job doesn’t tie me to a desk. I’m currently speaking with a literary agent about an upcoming book. I think it’s good that I’m honest with my cooking and that will continue to grow as I grow. I can’t wait to teach my children to cook one day. RAINE: Where do you hope to be in 5 years? MCQUISTON: I’ll hopefully have finished my book and have my own show on television – a travel food show or blog follower show. I’d also like to have a column in a magazine in London or the US. RAINE: What are you most excited about in your new role in British Aristocracy? MCQUISTON: It’s very exciting to be married and the wedding is all about happiness and turning a new leaf and starting a new life. I can’t wait to share all the things I discover after being married on my blog.
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R AI N E M A K E R S
FROM WIRED TO WEB 2.0 TO TACKLING BIG DATA
MEET THE ULTIMATE ENTREPRENUER
JOHN BATTELLE By Nova Lorraine
In our era of ultra-connectivity, one man stands out as a pioneer of Web 2.0. Entrepreneur John Battelle is best known for launching standout media properties such as Wired, The Industry Standard, and Federated Media Publishing: all now top-ranking online properties. His insights into emerging trends have made him a leader in all things web. Battelle co-founded and co-hosts the annual Web 2.0 Summit and his next book, WHAT WE HATH WROUGHT will give us a forecast of the interconnected world in 2040. Follow along as we learn more about this tech leader who is definitely ahead of his time. PART 1 - THE EARLY YEARS AND ENTREPRENEURISM RAINE: What was your first entrepreneurial moment in your childhood that you can reflect on? BATTELLE: When I was a kid, one of the things that I used to complain about with my friends in middle school was when our parents would have these cocktail parties, and they would ask us to help them. We would do whatever we could do to not be around. This was the early to mid 70’s. There was a circuit of these parties in our social set. My mom would complain that it was a lot of work, so my friends and I founded Parties Unlimited, and we catered these parties. I did the bar. I was 12 years old. I made the business cards. I was the co-founder. I saw this as an opportunity to turn this negative into a positive. How were we going to get paid, and how were we going to scale it? Thirdly, we looked good in the eyes of our parents and it got us in the middle of the party. It was also pretty easy to steal a few drinks! I ran that for 2 to 3 years... until it became uncool to be doing that in high school. RAINE: Can you talk about your interest in technology as an artifact of who we are and what we do? BATTELLE: I’m obsessed with ad technology right now, not for the technology, for what I think it means underneath. The infrastructure of advertising technology is very complicated. It’s an open platform with all kinds of players from entrepreneurs to fraudsters. It’s 10 times the size of search engines, i.e. Google. It’s how our culture is going to interact with each other: through data. I’m studying it because it’s the next great artifact of our society. I’m interested in how to guide it. And what is the greatest artifact ever created so far? The Macintosh. RAINE: What was the catalyst for creating Web 2.0? BATTELLE: It was an idea. I wrote a piece while teaching at Berkley. I was working with a magazine called FOO, Friends of O’Reilly. One of us had this idea of bringing together a group of really cool people without any agenda. Something is happening, we thought- a second coming of the web. This was between 2003 and 2004. We decided to call this conference Web 2.O. It had a great run for a decade, but I ultimately made the decision to stop doing it because it had run its course, and it was time to do other things.
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RAINE: Are certain individuals destined to be entrepreneurs? BATTALLE: Entrepreneurism has become a job description in today’s world, and it’s simply not true. When I did Wired in the early 90s, the first truly crazy thing I’ve chosen to do; we had 300K and 11 people, and I was employee number 5 or 6. I took that job and was so in love with the idea and saw that I was going to be part of building something, and never thought about the consequences (e.g. no pay for 3 months). I never thought, ‘Oh, I’m going to be an entrepreneur now.’ Now, everyone wants to leave business school or any school to be an entrepreneur. It’s like a kid leaving school early to be drafted, as if it is an understood path. It’s celebrated and its hyped. That wasn’t what I was. We go on this path, and we figure out what we are and are not good at and we re-examine it. It turns out that a lot of entrepreneurs stop running things, and then they become venture capitalists; they become the player under a coach or the coach that helps the player. After a couple of decades of starting stuff, you tend have a bit of reflection. I just can’t imagine not being in a start-up and had been working at a ‘real job’ instead. I am fortunate to have made a path, so far, in making new things as opposed to working on others’ in a large organization. A lot of people go through this process and fail. Maybe it’s not wise to for the press to glamorize this. There is a potential downside if you don’t go into it with your eyes wide open: lost relationships, health, time with kids, money, life… PART 2 - THE BOOK RAINE: Has the premise of your book changed since your announcement to write it, back in 2011? BATTELLE: It’s a difficult task to paint a picture of what the world could look like in 30 years. In terms of a premise and starting the narrative, I’ve figured out how to tell the story and I’ve identified a hero. The overarching premise is the same, but it’s still an active work in progress. RAINE: What are some scary or more concerning observations that will be highlighted in the book? BATTELLE: One: As we, as a society, become data-driven and begin to clothe ourselves with data about ourselves and our interaction with others - could be commercial, social or political interaction - as we create information about that, and as it is stored, analyzed and tracked, it is done on systems that we don’t have control over as individuals. It’s not the privacy issue. It’s far more about the individual and the organization and how that social contract is written about this new currency of information. I’m very interested in that piece of the puzzle. I don’t think many of us as readers have thought very deeply about that. We are entering a new era, and it’s extremely exciting the potential of all kinds of opportunities. But we have to think about who is in charge of this information. My concern is when we start adopting systems through
Raine Magazine - Volume 15
the equivalent of early lockdown. In other words, getting systems that have closed architectures and, for technical or commercial reasons, there isn’t an opportunity for citizens to have access to their own information…Facebook, for example. The system was built as a closed system. It’s very difficult to get actionable and valuable data that was co-created. There are business reasons as to why they have not made it easy, but I think architectures like that, in the long run, lack innovation. In Summary, do we have an open architecture to control data that is personal in nature, and does it mean something to me personally? Two: I’m very concerned with early policy lockdown. The concern or the fear over privacy tracking creates overbroad legal framework that stunts innovation. In the mid 90’s when the Internet first became a thing, we saw a reaction of society and lawmakers that viewed the Internet as negative. That was society’s view of this strange new dark force of the web. It was a place where child pornographers and fraudsters were waiting to take advantage of you, hence ‘Never put your credit card on the Internet.’ The broad perception was that it was a negative platform that would eventually hurt you. Now, when it comes to the next wave of conversation with ‘What’s next?’ the answer is “data”. Early on it was web pages, but now the world has become all about data. It’s regarded as a negative that data is used to track you. But the legislation shouldn’t prevent the exchange of data in an open system, which would allow for an explosion of ideas and innovations. For example, sharing health data anonymously would allow entrepreneurs to analyze it and generate ideas to better assist in new healthcare innovations. This could allow us, as a society, to create a progression of ideas that could add decades to our lifespan. Right now, we avoid this kind of openness on the net. Three: Finding and describing artifacts that exist today that will be considered artifacts of the future. Programmatic Advertising Technology, computing infrastructure that underpins the display of ads on the Internet, is good example. There is a phenomenal infrastructure of data that decides what ads you see; that infrastructure is an open ecosystem. There is no one actor that controls it. Thousands of companies use it. It’s probably the most intense computational system that has been created on the planet. If anyone wants to start a company and add value to it, they can, i.e. Facebook and Yahoo. Those companies didn’t have to apply to a government agency to do what they did, unlike our current ad system. The 40 companies worth in range of a billion dollars wouldn’t exist without this open eco-system. On the other hand, there is a half billion to a billion dollars in fraud, putting non-human traffic into the platform. They run ads on websites that no one sees and get paid for it, putting
malware into unsuspecting browsers, creating zombies to run pretend traffic over their other websites. That’s the price of the open ecosystem. What we have to do as a society is to police that and manage it and bring it down to a dull roar, just like search engines did after being riddled with fraud early on. What’s happening right now in the open ecosystem of marketing - it’s not just about ads. What’s compelling about this infrastructure is that it’s a response system that can be changed on the fly, as an architecture. It’s open and we can add value to it. It’s also good to determine the right response when you turn up your thermostat. We need a programmatic infrastructure underneath us that is open and responsive to the amount of data that we have access to in the world. It’s a model, moving forward, for how we interact with our energy grid, transportation grid, etc. The current system is closed and inefficient and non-innovative. With regard to government, hackers from the Internet space are taking problems of government systems and solving them in a fraction of the time. What once took 2 years now takes 2 months with a team of 3. Discovery and search, however, are still unsolved problems, because of the amount of information that is put up every day. The amount of data that is put on the Internet is doubling each year. The scale in which this is growing is mind-blowing. RAINE: In terms of social media, do you see the anti-Facebook, the extreme opposite of Facebook, cropping up? BATTELLE: Yes. What we want are all of the benefits- the connectivity, the ability to share and respond, and the sense of community from Facebook, while still having the ability to make it instantaneously go away. Example: why was Snap Chat such a phenomenon? Another example: at a conference, what makes a breakout of 40 people go to a smaller discussion - an instant social network for an hour. We want an interface that allows us to do that without a huge corporation sucking up that data and not allowing us access to it. RAINE: What do you want the reader to walk away with after reading the book? BATTELLE: To keep innovative solutions from being stunted by political and legal lockdown. There is an extraordinary world to be created if we just have faith in ourselves. RAINE: When will be the official release of the book? BATTELLE: 2014 RAINE: Will you be doing a media tour for the book? BATTELLE: Yes. Absolutely!
I NT ER N AT I O NA L
VENEXIANA
RICHARD CHAI
Rebecca minkoff
RICHARD CHAI
Rebecca minkoff
VENEXIANA
I N TER N AT I O N AL
Backstage at the Dsquared Show at Milan Fashion Week Design duo Dean and Dan Caten do it again at their most recent fashion show during Milan Fashion Week. Their Fall 2013 collection is all about details and sophistication while being reminiscent of some the most glamourous days of past. Take a glimpse of their vision of what you should be wearing this upcoming autumn season.
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