OutlookMag 0210

Outlook
Magazine 02/2010
124 years ago, a pharmacist in Atlanta created syrup for a soda-fountain drink. Today, the Coca-Cola Company has the best-known brand in the world and over 3,300 other beverages.
COCA-COLA
History The A mber Ro om i n St . Petersburg 16 | Art The Montreux Jazz Festival 22 | Innovation CERN 28 | Event A jump through the speed of s ound 36 | Gourmet N espresso 42
WHAT IS EXCELLENCE, JEAN-LOUIS SCARTEZZINI?

Its when we follow our curiosity to discover new horizons, just like prehistoric hunters. Professor Jean-Louis Scartezzini, expert in solar energy and building physics at the Swiss Federal Institute of Technology, Lausanne, Switzerland
Jean-Louis Scartezzini is an early riser, because he has set himself a great deal to do. The renowned researcher is looking for a replacement for fossil fuels. This involves study and experimentation across a whole range of technologies each designed to exploit and improve renewable energy sources. One of his inventions, for example, is a daylight concentrator. We at Julius Baer have a similar aim in mind. We want to lay the foundations for something that will survive the test of time and produce future benefits. This is our responsibility towards the generations to come. For us, this is what private banking is all about. Julius Baer is the leading Swiss private banking group, with 120 years of tradition.
You can find the entire inter view with Jean- Louis Scartezzini at www.juliusbaer.com/excellence The Julius Baer Group is present in over 40 locations worldwide. From Zurich (Head Office), Buenos Aires, Dubai, Frankfurt, Geneva, Guernsey, Hong Kong, London, Lugano, Milan, Moscow, Nassau, Singapore to St. Moritz.
Editorial
Dear business friends and colleagues,

At J et A viation, we con tinue to p osition ou rselves to s erve cor porate a ircraft owner s, operators and OEMs in key locations around the world. We have begun providing services in Russia, France and Brazil within the past few years and are evaluating expansion of our global footprint to other markets in the future. As these can be difficult markets in which to set up and develop business, Jet Aviation is careful to understand local conditions. It is one thing to plant the flag and another to achieve long-term sustainability. But this is a core skill of Jet Aviation and we will continue to do the hard work necessary to ensure the availability of top level support in the worlds emerging business aviation hubs. Looking for ward, 2 011 will b e a ye ar in which Jet Aviation fo cuses on ma jor initiatives including strengthening our brand, new acquisitions and expansions of facilities and services. In a move designed to enhance our business and further unify the identity of our operations around the world, our Midcoast Aviation facility in St. Louis, Missouri, will be rebranded Jet Aviation St. Louis, Inc. effective January 1, 2011. Over the past several years, investment has been made in the St. Louis operation to expand the current service offering to include narrow-body completions and refurbishment. The identity change is the next step in a logical progression to supplement our completions center in Basel, Switzerland, which is at capacity for narrow-body completions. By the end of the ye ar, J et Aviation will b e moving into a new , larger FB O fac ility in J eddah, S audi Arabia, which will provid e operators with more comfort and amenities, and we are significantly upgrading our Zurich, Switzerland, FBO as well. We are looking at various options to increase our global FBO network and announcements about these new locations should be made next year. Additionally, Jet Aviation will soon introduce two new programs which will benefit new aircraft owners as well as small and mid-size business aviation companies. The first initiative is a Total Care program which offers aircraft owners and operators an all-inclusive service p ackage at a f ixed price for e ach aircraft mo del. Benefits C onnection will b e of fered through our s taffing company Jet Professionals. This new service is designed to help reduce health care costs and produce long-term savings for small and mid-size business aviation companies. I invite you to r ad more about our organization in the Inside section of this magazine. We also have an entertaining feature on Coca- Cola, e which is very appropriate considering the organization is headquartered in Atlanta, Georgia, home to this years NBAA convention. Sincerely yours,
Peter G. Edwards President

Outlook 02/2010 3
Contents
Page 06
Page 16
Page 22
03 Editorial 06 Coca-Cola 16 History 22 Art 28 Innovation
Peter G. Edwards, President Guardian of the ultimate brand The Amber Room The disappearance and reconstruction of a Russian jewel The Jazz Festival in Montreux: 44 years of big sound in a small Swiss town CERN: Colliding small particles to answer big questions
Outlook 02/2010
Page 28
Page 42
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36 Event 42 Gourmet 50 58 Jet Aviation Inside Masthead and Advertisers
Red Bull Stratos: Freefalling from the stratosphere Nespresso: Spreading gourmet coffee one capsule at a time News
Outlook 02/2010
Outlook 02/2010
The Coca-Cola Company: Guardian of the ultimate brand

Coca-Cola is the most popular soft drink in the world. More than 50 million gallons of the drink are produced every day, and the beverage is sold in over 200 countries.
hile Coca-Cola is often considered to be the bestknown brand on the planet, many people do not know that The Coca-Cola Company makes or licenses over 00
Coca-Cola has 9 2,800 employees around the world. Running a business on this scale requires mobility. Since 2007, Jet Aviation has provided aircraft charter services for The Coca-Cola Company in Europe, Africa and the Americas. Coca-Cola is an expanding company, entering new markets and adding new products. At the same time, its classic products are deeply engrained in many cultures. Coke is often not just a drink, but also a trigger for memories. This is no coincidence. The CocaCola Company made high-quality, aggressive marketing a priority from the very beginning to make sure people were exposed to the product and that they associated it with good times. This marketing convinced a generation of Americans to try the drink, which
3,300 beverages. These drinks are sold under more than 5
brands, four of which Coca- Cola, Diet Coke, Fanta and Sprite are among the worlds ve top-selling soft drinks. Coca-Cola is also the largest maker of juice and juice drinks, ready-to-drink coffees and ready-to-drink teas, as well as a leading maker of sports drinks, packaged water and energy drinks. Over 70 percent of the companys sales are outside of the US. Traditions vary, and consumers around the world are used to different tastes, so the range of brands sold varies from country on location. There are more than 100 different avors of Fanta, for example, including Bubble Gum, Guarana, banana fermented milk and Lychee Soursop. As those children took special trips with the family, picnicked by the river or went to parties, Coke was often present. It became
Outlook 02/2010 7
to country. The avors within a given brand also vary depending made it part of their lives and the lives of their children.
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John Pemberton, inventor of Coca-Cola Asa Candler brought the drink to market Robert Woodruff was a member of the managment for 61 years Pembertons pharmacy in the 1880s
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linked with special occasions in their youth. Attachment to the
the substance was legal and widely used in elixirs and health
brand can be seen not only in sales gures, but also in the number drinks. Pembertons partner, Frank Robinson, combined the of people who collect Coke paraphernalia, the enthusiasm among names of the coca leaf and the kola nut, replaced the k in kola those who visit the Coca-Cola museum, and the outcry that came when the company (temporarily) abandoned its classic formula. Soda-fountain clients liked the taste of Coca-Cola, but Pemberwith a c, and created the name Coca-Cola.
The secret ingredients

Until 1955 the company sold only one product. Today, Cocaa vault at the SunTrust bank in downtown Atlanta, not far from Coca-Cola headquarters. The company will not comment on how many people know the secret combination of ingredients.
ton was not a good businessman. The rst summer, he sold only 2 5 gallons of syrup, bringing in less than $ 50. In 1 888, born marketer, and together with Robinson, he began an innovative and aggressive marketing program. The two men distributed coupons for free samples, a new prac-
Cola remains the top drink, and the formula is still secret. It is in druggist Asa Candler took over the business. Candler was a
The mixture was developed in 1
886 by John Pemberton, an
tice at the time. There were so many coupons distributed that an estimated one out of every ten Americans got a free glass of Coca-Cola between 1886 and 1910, says Phil Mooney, CocaColas historian and head archivist. The two men also gave pharmacists clocks, urns, calendars and apothecary scales
Atlanta pharmacist who developed elixirs and patent medicines that made great claims to cure a wide variety of ailments. He observed that many pharmacies had soda fountains and that these were quite popular. He began experimenting to create a with extract from the kola nut. The kola-nut extract, which provided the caffeine, had such a bitter taste that he reduced it to a minuscule amount and added puri ed caffeine instead. According to Frederick Allen, journalist and author of Secret Formula, the mixture did contain a small amount of cocaine. At the time,
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drink for this market. Pemberton combined extract of coca leaves labeled with the name Coca-Cola. Candler progressively reduced the cocaine content in Coca-Cola, and then, after only a few years, removed it altogether. According to Frederick Allen, Coca-Cola does still contain extract from coca leaves, but this extract has had all traces of cocaine removed.
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During World War II, American soldiers overseas could buy a bottle of Coke for 5 cents Over 5 billion bottles were distributed Getting Coke to the troops also introduced it to local residents
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In 1 899, two lawyers from Tennessee convinced Candler to sell them the bottling rights for Coca-Cola. This was the beginning of the franchise system for bottling that still exists today. The Coca-Cola Company supplies concentrate, and the bottlers add water and sweetener, then bottle the drink. (North America has become an exception to this system. Coca-Cola is in the process of acquiring the North American operations of its largest bottler.)
Coca-Cola to every US serviceman abroad, for
ve cents
per bottle, regardless of the cost to the company. Sixty-four bottling plants were sent overseas, and over 5 billion bottles of Coke were distributed to American troops. This not only gave 11 million servicemen a special connection to the drink, but it introduced the beverage to many locals in Europe, Africa and the Pacic.
Suggesting a lifestyle
In 1919, a consortium led by Ernest Woodruff bought The Coca- Cokes popularity was growing around the world. The company Cola Company for $ 25 million. At the time, it was the largest business transaction to have taken place in the South. In 1923 Ernests son Robert was elected president of The Coca-Cola Company. Woodruff served as president until 1954, remained on the board until 1 984, and continued to go into his of ce at Coca-Cola headquarters until the day he died at 95 years of age. He is credited with much of the companys expansion. Coca-Cola had been active abroad since bottling operations began in Cuba, Canada and Panama in 1 906. In 1926, Woodruff opened the Coca-Cola Foreign Department. When the US entered World War II, Woodruff committed to bringing
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had been one of the rst to recognize the potential of lifestyle marketing. While 19 th century marketing focused on extolling the virtues of a product, often by listing them, this new form of advertising focused on giving the product a personality and connecting it with emotions. The company sought to associate the drink with a glamorous, active, healthy and optimistic lifestyle the lifestyle of the refreshed. Whatever the media of the day, Coca-Cola always aimed for quality. Art was a very important part of advertising from the turn of the century into the 50s, says Mooney. They commissioned the best illustrators they could nd. The company hired
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01 02 03 Giant bottles made by artists decorate the entrance of the museum The World of Coca-Cola museum in Atlanta A scene of the movie Inside the happiness factory
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Norman Rockwell to do six paintings with a Coke theme. As the century progressed, sports and music began to play an increasingly large role in marketing, and the company hired the biggest stars. Coca-Cola had already been sponsoring the Olympics since 1928. The high quality of Coca-Colas marketing, and the memories it evokes, have led many people to collect Coca-Cola paraphernalia. The Coca-Cola Collectors Club has 3,000 members, and Mooney says there are hundreds of thousands of people with a few collectors items in their homes. The Coca-Cola Company has kept a copy of almost every marketing item it ever put out. About ve percent of that collection is exhibited in the companys museum, The World of Coca-Cola. Coca-Cola also began a When You Entertain campaign, in which Ida Bailey Allen, an authority on food and home entertaining, encouraged women to serve Coca-Cola. When You Entertain What to Do, and How was offered at the cost Before passing into the main part of the museum, visitors are led into a movie theater to watch Inside the Happiness Factory. This animated documentary shows what
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Bringing Coca-Cola into the home

To increase the acceptance of bottled Coke in the home in the early 1930s, Coca-Cola bottlers hired women to bring free samples of bottled Coca-Cola to housewives and install a Starr X bottle opener.
A journey into the brand

The World of Coca-Cola is in downtown Atlanta, next to Centennial Olympic Park and the Georgia Aquarium. The entryway has giant bottles of Coke made by artists from various countries, and almost all visitors stop to take pictures of their friends and family next to these bottles.
of ten cents.
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Japanese ad from 1957 Italian ad from 1955
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happens when coins are put into a Coca-Cola vending machine. It involves friendly blue technical workers, a large caterpillar with sunglasses, human cannonballs, penguins, and a cheerleader named Wendy. It is well-done, entertaining and a good example of the high-quality and trendiness of Coca-Colas advertising. As visitors exit this room, they are invited to have their picture taken with the Coca-Cola polar bear. Even those not usually interested in 7 -foot fuzzy mascots stop to watch him for a moment. The polar bear was made by the Jim Henson Comthat helped the CEO of Coca-Cola ring the opening bell at the New York Stock Exchange in March of 2010.
lection of Olympic torches and a Coke machine that traveled on the Space Shuttle. A short explains that when Coke began to lm appear in bottles, it was successful, and many imitators sprang up. Stores kept bottled soft drinks in big ice chests, and the paper labels would often come off, making it dif cult to distinguish between brands. A design competition was held for a bottle like no other, which could be distinguished even in the dark. Rumor has it that the winning designer thought he would model the bottle after one of the ingredients, either the coca leaf or a kola nut, but mistakenly looked up cacao instead of coca. The wide in the middle for bottling plants, so it was made narrower. A cinema room upstairs shows Coca-Cola ads. They are strikingly
pany (makers of the Muppets.) He is charming. This is the bear bottle resembled the shape of a cacao pod. The bottle was too
The rst room on the path through the museum displays the early history of Coca-Cola, including early documents and advertisements. Pemberton announces the virtues of the new Coca-Cola: Delightful ! Refreshing ! Invigorating ! Stimulating ! THE WONDERFUL NERVE AND BRAIN TONIC And Remarkable Therapeutic Agent. The museum also has early marketing material such as signs, trays, calendars, coupons and bottle openers, as well as a col12 Outlook 02/2010
good, and it is entertaining to sit and watch one after the other. A room nearby contains pop art with a Coca-Cola theme. At the end of the exhibit are displays of things customers have sent to the company. There are snapshots (a dog dressed in Coke gear, a fan in front of his Coke paraphernalia collection, a couple toasting with bottles of Coke as they get married) and also letters, some from children, some from adults. The letters talk about tasting Coke for the rst time, a family member who loved Coke or some other way that Coke was special in their lives.
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The Coca-Cola bottle from 1899 until present Coke is distributed to the farthest corners of the globe Coca-Cola provides concentrate to franchise partners worldwide, who add water and sweetener before bottling the drink
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The Export Bottle

In the late 1920s, as business was developing in Europe, CocaCola made Export Bottles These were green bottles with tops resembling a champagne foil, which were served on ships crossing the Atlantic.
The nal part of the World of Coca-Cola is a tasting room that offers 70 different drinks from around the world. Almost everyone tastes Beverly, because it was mentioned by one of the little blue men in the Happiness Factory The drink lm. is sold in Italy and has a bitter taste, while at the same time being very sweet. Most Americans do not like it. There is a high level of excitement in the room, partly due to an interest in foreign avors, and partly because it is a thrill to be surrounded by so much free soda. Despite the large variety of choice, however, there are still many loyal fans lling their cups with Coca-Cola.
product improvement, not just a repositioning or new product introduction. Kansas, quite simply, cannot, must not fail. But fail it did in a sense. The company had underestimated the nations attachment to Coca-Cola. Fans bought hundreds of cans of the original Coke and stored them in their garages and spare rooms. The customer hotline was receiving 1 ,500 calls per day, and 40,000 letters of protest arrived. When the company relented after less than three months and announced it would bring back the original Coke as Coke Classic, the story was the main headline for many news outlets. The company got 3,600 thank-you calls, and sales soared. The measure had been so effective that some accused the company
A tumultuous change
Probably the largest demonstration of the extent to which Coke changed its formula to New Coke. By the mid -1980s, Cokes popularity had been slipping, and Pepsi was beating Coke in taste tests. In April of 1 985, Coke announced that it was changing its formula. This was a move the company took very seriously. A brie ng for the New Coke project (called Project Kansas) states : Project Kansas is a bold-stroke attempt for total victory In its size, scope and boldness, it is not unlike the Allied invasion of Europe in 1944. This is not just another
is rooted in the lives of its consumers came when the company of planning the whole thing.
Planning for growth

Over the past decade, the company has faced stagnating soft drink sales in North America. As concerns about health and obesity increase in the US, the company has been increasing its assortment of healthier and reduced-calorie beverages. In 2007, the company bought glaceau, the maker of vitaminwater and smartwater, for $ 4.2 billion. Coca-Cola keeps an eye out
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for tting acquisitions and also works hard to develop the next big thing itself. The company expects a $ 1 trillion global market for non-alcoholic ready-to-drink beverages by 2020. As part of its 2020 Vision, the company writes, As global populations grow, economies expand, and middle-class, urban lifestyles emerge, we see an environment that is very positive for a business that provides simple and affordable moments of pleasure and refreshment Over the next ten years, the company expects more than half its volume growth (growth in unit cases sold) to come from emerging markets. Meanwhile, efforts continue to make the best-loved brands even more popular. Coca-Cola is currently marketed under the slogan Open Happiness. In May of this year, the company released results of a global happiness study. Consumers were asked questions that are part of the Coca-Cola Happiness Index, which was designed for the Coca-Cola Happiness Institute in Spain. The study found that 77 percent of participants considered personal contact with family and partners a greater source of joy than watching TV, communicating online, or receiving text messages. Bill Kelly, a senior vice-president at Coca-Cola North America, stated in a press release, Despite the online social networking phenomenon, nothing beats quality time with loved ones or simple pleasures such as sharing a Coke with our nearest and dearest to bring happiness into our lives. The campaign continues the companys attempt to rmly plant the connection between Coke and happiness in the minds of consumers. The decision of which drink to share with a friend is usually made within seconds and is based on a variety of conscious and subconscious factors. Coca-Cola has been using high-quality, aggressive tactics for over a hundred years to make customers reach for the red label with the white script and live on the Coke side of life.
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Coca-Cola Freestyle
The Freestyle is a fountain machine that can dispense 106 different beverages, thanks to micro-dosing technology that allows concentrate, sweetener and water to be blended on the spot. The machines require approximately the same amount of space as the soft-drink dispensers currently found in restaurants. Users make their selection on a touch screen, where their choices range from old favorites to beverages never before marketed in the US. As a bonus for The Coca-Cola Company, the beverage selection data is then sent home to Atlanta, where it can be used for marketing analysis.
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History | Amber Room
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The Amber Room The disappearance and reconstruction of a Russian jewel

Frederick I of Prussia possessed a burning desire to surpass the extravagant luxury of the French court. He commissioned the construction of opulent panels made of amber mosaic to line the walls of his study, and their construction began in 1701. Amber artistry in Europe was at its peak, and Prussia was renowned for the craft. The Russian Tsar Peter the Great
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was clearly impressed when he visited Berlin and saw the panels. After the successful completion of negotiations between Russia and Prussia in 1 716, Frederick William I, son of Fredrick I, gave the amber panels to the tsar. They were installed, 25 years later, in the Winter Palace in St. Petersburg and then moved to the Catherine Palace at Tsarskoye Selo,
just south of St. Petersburg. The Amber Room is said to have stunned visitors. The panels remained in the Catherine Palace for almost 200 years. When World War II broke out and the German army advanced on St. Petersburg, curators evacuated many museum treasures from the Catherine Palace. The pan-
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Peter the Great, Tsar of Russia The Amber Room Amber is the fossilized resin of prehistoric coniferous trees It has been gathered on the shores of the Baltic Sea for at least 13,000 years In addition to its use for jewelry, amber has long been used as an ingredient in perfumes and as a healing remedy
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els in the Amber Room were not removed, however, due to their fragility. Instead, they were covered with paper, then gauze, cotton wool and wooden boards. The Germans knew of the great treasure, however, and searched until they found it. They dismounted the panels and shipped them to Knigsberg, where they were displayed in Knigsberg Castle. In 19 45, the British Royal Air Force bombed the castle, and later it burned after the Soviets occupied Knigsberg. It is not known whether the panels were removed before this destruction. The Amber Room was never seen again.
Reconstruction
After the war, several Soviet commissions were sent to look for the panels, but the treasure was not brought home. In 1979, the Soviet government approved a proposal to recreate the room. This reconstruction took almost 25 years and required about 6 metric tons of amber. The amber was brought in from a mine off the coast of the Baltic Sea, in Kaliningrad (the former Knigsberg). The reconstruction cost approximately $ 11 million, though it is difcult to state an exact price, because as the Soviet Union disbanded the value of the ruble and the cost of materials varied greatly. It is also hard to
put a price on the scientic research that went into the project. Funds were sometimes tight. In 1 999, the German energy company Ruhrgas (now E.ON), which had recently acquired a 4 % stake in the Russian gas company Gazprom, stepped in and provided nancial support for the remainder of the project. Ruhrgas contributed $ 3.5 million. The Amber Room was of cially opened in 2003, on the 300th anniversary of St. Petersburg. Forty-ve presidents and prime ministers were present, and the rst to enter the room were Russian Presi ent d Vladimir Putin and German Chancellor
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The Amber Room is in the suite of rooms known as the Golden Enlade A few additional pieces are on display in the Amber Room St. Catherines Palace
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Gerhard Schrder, as a symbol of the Russian-German cooperation.
more time to experience it. In October, or other times when it is not so crowded, some people will just step back and take in the effect of the stones, says Ivanova.
between translucent and opaque amber. The translucent pieces are backed with gold foil, which makes them glow. In addition to the amber, the room also
A warm glow
The room was then opened to the public, and currently about 12,000 people visit the Amber Room each day. As they move through the Catherine Palace, visitors approach the room through the suite of formal rooms known as the Golden En lade. These rooms have white doorways surrounded by gilded ornamentation. The view of doorway after doorway after doorway into the distance gives the impression of standing in a hall of mirrors. Entering the warm glow of the Amber Room, after this long series of whitewalled rooms, is a shock. Many people take a deep breath, says curator Svetlana Ivanova. They almost gasp. In summer, the room is lled with tourists, but during the off-season, visitors have
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The sheer quantity of amber is almost overwhelming at rst. Then, details begin carved into pieces of amber the size of saucers, and intricate landscapes etched into pieces even smaller. Cherubs, owers and crowns abound. A Prussian eagle and King Fredrick Is monogram can be seen, as can the Russian eagle and carvings representing Russias power both on are part of the mosaics that surround the intricate carvings. There are over 500 ,000 pieces of amber in the room.
contains gilded ornamentation and candelabras, as well as mirrors, an elaborate Florentine mosaics made of semi-precious stones.
to emerge. There are entire biblical scenes parquet oor, a painted ceiling, and four
Rising to the challenge

When the decision was made in 1979 to reconstruct the Amber Room, there were two main challenges facing those involved develop the skills and tools necessary to do the amber work. Working with amber was not a Russian skill, but we did have skill working with other stones, says Boris
land and at sea. The majority of the pieces with the project. The rst was the need to
The color of the amber ranges from yellow Igdalov, head of the Amber Workshop. to reddish-brown. One of the most striking aspects of the room is the contrast Stonecutters, jewelers, sculptors, and those with other artistic backgrounds set
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Reconstruction of the Amber Room took almost 25 years Craftsmen in the amber workshop mastered techniques from the 18th century The carvings contain intricate detail
about learning the skills of 18
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use in the reconstruction. There were no technical drawings, engravings, paintings or graphic art showing the room, except one watercolor painting. The group had to
fragments of the room. They learned to translate grey shades into colors. A study of the original items in the museums possession showed that, two times out of three, the Baltic amber had been tinted. The team was not able to determine the original dyes, so it developed a technology for coloring amber with synthetic pigments. The dimensions of the relief carvings also had to be determined from photographs. The reconstruction team was aided rst by a method of photogrammetry developed by the All-Russian Scienti Research Institute for Mine Engineering and Surveying, and then in later years by computer technology. c
amber work. They wanted to understand not just the technique, but also the spirit of the times. We had to understand the psychology of people working in the 18 century, says Igdalov. There were several amber articles, made in the same era as the panels, that had survived the war and were returned to Catherine Palace. The team went to work studying and reconstructing these pieces in order to learn the techniques that had been used. These pieces were also imporchallenge of the project, which was creating a detailed plan of the Amber Room to
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th
produce a detailed plan of the room based on 86 black- and-white photographs, a single color slide, the watercolor painting, a description written during a pre-war restoration and about 50 small fragments of moldings, carvings and at mosaic. One tough aspect of making the plan was determining the color of the stones. The project team used the color slide, the but relied predominantly on comparing the black-and-white photographs to surviving
tant when the group faced the second main watercolor and the restoration description,
In addition to developing new techniques, the group also created new tools and adjusted lathes and milling machines to work with amber. In 1996, The American Museum of Natural History in New York invited the Russian amber workers to set up shop in a corner of the museum and work on the panels during an exhibition on amber. Members of the workshop developed skills that are now respected around the world. Today, the 65-member team receives requests from foreign museums and collections for restoration and reconstruction. Some members of the workshop also developed other specialized stone-cutting skills when they recreated the four Florentine mosaics that had been in the room. Before they could begin, there was again the dif culty of determining color from black and white photographs. Luckily, the original mosaics had been based on paintings, and the team was able to locate the paintings in Florence. In 1 997, one of the authentic mosaics was found in the possession of a German soldiers that it was extremely similar to the one they had created. one has ever provided proof. Some say the Germans took the panels out of the castle and loaded them onto a ship that was sunk by a Soviet submarine. Divers have unsuccessfully tried to nd this sunken treasure. A further theory holds castle burned either during the Allied bombing or when Soviet forces occupied Knigsberg. Two British investigative journalists recently published a book supporting this hypothesis and claiming the Soviet government knew of this destruction. Igdalov does not believe the room was destroyed. To make it burn in a way that would leave nothing, you would need a crematorium, he says. He points out that items in the room that should have survived a re, such as the metal candelabras, were never found. He believes the pieces are hidden underground in Kaliningrad territory. He explains that the region had many rulers and many battles, which left a legacy of underground tunnels and caverns. When asked what would happen if the panels were found, Igdalov simply says, We would restore them. Amber is a sensitive material, and the panels would be brittle to the point of crumbling. They would need an immense amount of work, and, after three decades of experience with amber, the Amber Workshop would be ready.
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St. Petersburg
Located on the Gulf of Finland, in northwestern Russia, St. Petersburg has always been considered Russias most European city. It was founded by Peter the Great in 1703, when the tsar created the city from nothing in a forceful attempt to modernize and Europeanize Russia. St. Petersburg was the capital of Russia for more than 200 years, until after the Revolution of 1917, when the capital was moved to Moscow. St. Petersburg remains the second largest city in Russia and the fourth largest in Europe. It has a stunning number of palaces, monuments and other architectural wonders. Its main art museum, The Hermitage, is one of the largest in the world.
family, and the team was overjoyed to see that the room was destroyed when the
The mystery remains

No further mosaics or amber panels have been found, and there are many theories as to what happened. Some believe the room still exists, hidden away in a mine or a bunker. Every so often, someone claims to have found the panels, but no
Art | Jazz Festival in Montreux
44 years of big sound in a small Swiss town

Montreux is a small town on Lake Geneva, in an area often known as the Swiss Riviera. The water offshore sparkles tur quoise in the sun, and the French Alps rise across the lake. The town prospered as a stop on the road down from the Simplon Pass in Roman times, and in the 19 th century, grand tourist hotels were built. Tourism today is still upscale, and the town takes meticulous care of its owers, walkways and parks. The vineyards on the hills to the north and the castle at the east end of town complete the picture. Most of the year, it is the beauty and calm of Montreux that attracts visitors. Then, every July, an entirely different energy takes over. This year, Keith Jarrett, Quincy Jones, Herbie Hancock, Chick Corea, Pat Metheny and Gil Scott-Heron came to town. So did Jessye Norman, Erykah Badu, Roxy Music, Billy Idol, Missy Elliot, De La Soul, Massive Attack, Elvis Costello, Diana Krall, Phil Collins and many others. For two weeks each summer, the Montreux Jazz Festival sets the town in motion, turning it into an international
Freddie Mercury commemorated on the Montreux waterfront was one of many musicians with a strong tie to the town
focal point. Back in the mid 1 960s Claude Nobs, who worked for the Montreux
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01 02 03 04 Missy Elliott Herbie Hancock Phil Collins Petula Clark
Tourism Of ce, was sent to New York on business. He stopped by Atlantic Records to meet one of its directors, Nesuhi Ertegun, who it turned out had lived in Switzerland while his father was an ambassador. This gave him and Nobs some common ground. While in the ofces, Nobs also met Roberta Flack and invited her to Montreux to play for the Rose DOr television contest. This all led to more meetings and more invitations, and eventually to a festival that has drawn top musicians for 44 years.
Davis Hall. In 20 10, 90 bands played in these halls over the course of the 16-day festival. Two-hundred-and-thirty-thousand people attended the festival, which also included free concerts in Vernex Park, a with nightly music labeled Balkan- Folk, Balkan-Gypsy or Balkan Hip Hop- Rap. Various bars and stands played music; special boats and trains had live bands on board, and a Young Planet tent offered activities for kids.
played at the rst jazz festival and was back this year for the fth time. Quincy Jones takes part every year and he judged the 2010 voice competition. Chic Corea
th came this year for the 13 time and Herbie
jazz caf, a nightclub and a Balkan corner Hancock made his 26th appearance. The festival began with jazz and rapidly branched out to include many kinds of music. The program included an African night featuring Anglique Kidjo and Youssou NDour, as well as a amenco concert with Paco de Luca. In addition to many established musicians with a long history in jazz and rock, the festival also showcased newer talent, such as
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A wide variety of talent

The main concerts now take place in two venues, Auditorium Stravinski and Miles Several jazz greats have had a long relationship with Montreux. Keith Jarret
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Julian Lage Sophie Hunger
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the Americans Janelle Mone and Julian Lage, as well as Sophie Hunger from Switzerland. A big band night featured Roger Cicero, followed by the Swiss Army Big Band and a series of special guests. Petula Clark, Britains most successful female solo recording artist to date, performed with the band, singing her famous Downtown. The rst time Clark performed at Montreux was in the late 1 960s, on the same evening as the Rolling Stones, which she characterized as a lot of fun. In her opinion, the festival has gotten bigger and better, and the sophistication of the audience now puts quite a bit of pressure on the performers. The audience comes from all over Europe, and they know what they are listening to, she says. She tells the story
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of the time she ran into Al Jarreau right before she went on stage and told him she was nervous. He did not say much, but he showed that he felt the same way by taking her hand and putting it over his heart, so that she could feel it pounding.
played a few songs and answered questions from the audience some about technique, others about how he managed to become so good, so quickly. Lage began playing the guitar at age 5, played with Santana at age 8, performed at the Grammys when he was 1 3 and recorded a Grammy-nominated CD at 2 0.
A deeper look
Many great musicians have put out recordings of their Montreux perfor-
He had obviously put a lot of thought into issues of technique, motivation and inspiration, and he did his best to offer answers that would be of help. Most of all, he communicated an overwhelming love for the guitar. When he was asked whether he and his band did any improvisation on stage, he said that they do leave space for it, and that it would actually be impossible
mances. Jazz guitarist Julian Lage grew up listening to these CDs, and it meant a lot to him to play in Montreux this year. The festival is something sacred within the community, he says. A few hours before Lage went on stage, the 2 1-year-old held a workshop. He
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The lake adds to the festival atmosphere The venues provide rst-rate sound and lighting Frank Zappa in 1971
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to keep the guys in the band from improvising. Youll see, he added, referring to the upcoming concert. As the band began to play that evening, it was clear what he meant. The Julian Lage Group is made up of Lage, percussionist Tupac Mantilla, bass player Jorge Roeder, saxophonist Ben Roseth and cellist Aristides Rivas. Mantilla beats rhythms on multiple drums, as well as on his body and Roeders bass. He is fast, talented and radiates sheer joy. Lage, Roeder and Mantilla have a strong dynamic together they interact spontaneously, with powerful enthusiasm. The audiences reaction was enormous.
but when the band nished playing, the energy in the room was overwhelming. The reaction seemed very visceral, at least partially in response to the fact that there had been something very live happening on stage. When Lage gave his workshop, he spoke from the perspective of someone early in his career. A few days earlier, Jessye Norman had given a workshop, in which she discussed aspects of her long and varied career as a singer. As she spoke, the room was lled with her very strong presence. She spoke of her love for music, as well as the commitment and total
asked for advice, Norman said, If there is anything else you can do that would give you pleasure, then do that. You have to do the music because you need to do it. Later, as part of a discussion about the kinds of music she sings, she said, Bach was probably the rst jazz composer. Then she stopped, grinned and added, I hope that creates a stir. The workshops are organized by the Montreux Jazz 2 Foundation for Creative and Cultural Exchange. The foundation also holds workshops to encourage interaction between music and science, as well as competitions for voice, piano and regional music. The foundations events are not at the center of the festival, but
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The concert hall was not quite as full as it dedication she considered necessary for was later in the evening for Chick Corea, a singing career. When a young woman
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Festival posters are made by different artists each year: Jean Tinguely, 1982 Milton Glaser, 1973 Andy Warhol and Keith Haring, 1986 Nicci de Sain-Phalle, 1984 Romero Britto, 2010
they provide a width and breadth for those who take the time to explore them.
drink, go outside for some food or sit by the lake for a moment. There is much more to the festival than just the individual performances. Montreux is steeped in music lore, and this provides the festival with a rich background. There is a Freddie Mercury statue in the town square and fans celebrate Freddie Mercury Montreux Memolast months of his life in the town, and it was in Montreux that Queen recorded its nal album. Miles Davis also recorded his last album in Montreux, after Quincy Jones convinced him to collaborate at the 1991 jazz festival. In 1 971, Deep Purple rented a mobile recording studio from the Rolling Stones and came out to record an album at the
Montreux Casino. The night before they were scheduled to record, they watched Frank Zappa perform at the casino. A fellow member of the audience red a are gun and set the casino on After escapre. ing with the rest of the audience, the band sat in a restaurant, watched the ames and wondered what to do next. After the re had subsided, they noticed a layer of smoke out over the lake. They wrote and the song became an international hit. This year, Prince came to hear Janelle Mone play. Last year, he played two concerts in Auditorium Stravinski, and Petula Clark went to watch him. Musicians not only play at the festival, they also come to see what their colleagues are doing. Montreux developed a dynamic many years ago, and it is still running strong.
High standards
The Montreux Jazz Festival aims to be premium, with quality artists, venues and sound systems. The festival also makes the most of its setting on the lake by building platforms out over the water to provide seating near food stands and by creating various lounges with stunning views of the water. Visitors say one of the appealing things about the festival is that they can buy a ticket for a venue for the evening and then move in and out of that auditorium. Each venue features at least two artists per evening, and some visitors will watch each performance from beginning to end. Others will step into the lobby for a
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rial Day every year. The singer spent the Smoke on the Water, to tell this story,
Claude Nobs
tango project. We are also working on a Brazilian project as a tribute to the bossa nova legend Antonio Carlos Jobim.
How do you interact with the musicians ?
I try to nd out what they want to do, where they want to stay. I have two chalets up in the mountains. One is 200 years old.
Why did you branch out from jazz and add other music styles ?
The other is new. Musicians come to nd music they have never heard of or to nd recordings of special concerts.
I realized that just having plain jazz all the time was not going to bring in young people in the years to come.
Which of the chalets has the music Why were you able to create a successful collection ?
Claude Nobs founded the Montreux Jazz Festival 44 years ago and remains at its helm. He is absolutely central to the event. When you ask about good things at the festival, you often get the response, That is thanks to Claude Nobs. At rst it seems that these comments might just be polite deference to the boss, but after hearing this kind of praise repeatedly, it becomes clear that it comes from the heart.
Mr. Nobs, what is your favorite aspect of the Montreux Jazz Festival ?
festival ?
In the old chalet I have 4,000 hours of audio and video recordings of the jazz festival. This is the largest collection of audio and video of live performance. At the new chalet I have 1,000,000 recordings of music in different formats: CD,
There is a sense that I am genuine and honest. Musicians know I will not take them for a ride. That is why I was able to record them very early for albums and TV.
What has surprised you the most about the musicians ?
DVD, LP, singles.
Musicians are known to be crazy divas asking for impossible things but some can also be pleased with very small things. I asked Aretha Franklin what she would like from Switzerland if she came and played here, and she wanted Swiss chocolate. I asked Nina Simone, and she wanted a Swiss watch with diamonds.
What is the most surprising thing that has happened at the festival ?
It was Aretha Franklins show in 1968. That was the nicest surprise. The worst surprise was when UB40 was to play a concert they were very young then, in their early twenties and just as I was ready to announce them, they said something about having to x a black box and left. They played 20 years later,
It is that I can tell the musicians they have full freedom of conception for their performance. I have musicians ask, Can we come to Montreux and do a special project ? I say, Absolutely.
How have you seen musicians lives change over the years ?
and I asked,What is this story about the black box ? It turns out that another band had played rst that night, Toots and the Maytals, and they were so good that UB40 freaked out and was afraid to play. The black box was just an excuse.
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There have been changes in the recording

Are there special projects coming up ?
industry, and now income very often comes from the concert side. And maybe there is a little less of the grandeur.
Yes, I am going to see Carlos Santana about a project, and there will be a large
Innovation | CERN
A plasma ball in CERNs microcosm museum
Colliding small particles to answer big questions

Physicists believe the universe originated from an unimaginably dense, hot point that suddenly began to expand. The ultra-high concentration of energy b ecame i ncreasingly d iluted as the universe expanded, and from this energy came all the particles in our universe today.
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This Big Bang Theory is generally accepted, but there are many questions that have not yet been answered. We do not know, for example, why matter has mass, what happened to all of the antimatter that was present immediately after the Big Bang and what makes up the missing 96 % of mass and energy in the universe.
Particle physicists study matter, energy, space and time in an attempt to understand the fundamental laws that govern the behavior of the universe. In this quest, they now have a new tool. The Large Hadron Collider (LHC) at CERN, near Geneva, Switzerland is the most complex scienti c instrument ever built. It should give physi-
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A colliders ability to create particles is predicted by Einsteins Theory of Relativity CERN in the early days Council session 1952
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cists information about particles that have never before been detected. The LHC is in a 27 kilometer circular tunnel about 1 00 meters under ground. The machine accelerates two beams of particles in opposite directions to more than 9 9.9 % of the speed of light. There are four points around the circular machine where these beams cross and collisions occur. At each of these points, particles created by the collision. Most knowledge of particle physics comes from experiments done with particle accelerators. By bringing particles to velocities close to the speed of light and then causing them to collide at very high energy, the energy is converted into new particles, in keeping with Einsteins
equation E=mc2. The higher the energy, the heavier the particles that can be produced. The LHC will give access to physics at an energy scale about ten
also about to become home to a large physics institute that was interested in cooperating with CERN. The factor that spoke most strongly for Geneva, howwas small and neutral, which helped to
times higher than has been possible so far. ever, was a political one. Switzerland The LHC is the newest accelerator at the European Organization for Nuclear Research, more commonly known as CERN. The organization was formed to provide accelerators and other infraThe organizations research program has grown to involve almost 1 0,000 researchers from institutes in 63 countries. There are now 2 0 member states, and there has been a 50 % increase in participation from non-member states over the past four years. To support its facilities, infrastructure and research programs, CERN itself has about 2 ,300 people on staff.
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dispel fears that the nuclear research would be used for non-peaceful ends, which was of particular concern in the wake of World War II.
at least one detector captures data on the structure needed for high-energy physics in Europe, and also to reunite the continents physics community after the Second World War. In 1952, when the 12 founding member states were deciding where CERN should be located, Geneva offered many advantages. It was in the center of Europe; it had good air and rail links, and it was already home to several international organizations. The city was
Innovation | CERN
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01 The LHC and the main detectors at its 4 collision points The exhibition center
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The place
CERN straddles the Swiss-French border, with its main administrative buildings in Switzerland. Much of CERN looks like a college campus the campus of an institution that might be having some funding issues. Many of the buildings are quite old and could use some xing up. The impression is that this organization emphasizes function over form. There was a new collider to build, and that was the focus. The computer systems are powerful; the control room is advanced, and the beam can be steered with 1 mm accuracy. Now it is time to worry about that walkway or of ce. CERN general director Rolf Heuer has said, The time has come for serious investment in buildings and public spaces. The cafeteria is loud and crowded, and there is enthusiastic energy in the air. Not everyone is talking about science, but many people are. This is an incredi-
often than that, you hear various accents in 2008. It was then shut down just nine as people speak English. This is a place of collaboration. Particle physics has changed greatly in the past ments has been the amount of money needed to set up experiments and the number of people needed to provide expertise for the projects. Whereas in the past there were superstar professors who could plan experiments that were built rapidly and carried out by a moderately sized group, today experiments are on a scale that makes this impossible. You have to learn to interact with different cultures, says Valeria Perez Reale, a physicist with Atlas, one of the LHC experiments. You cant do things by yourself. We spend half our time in meetings to present new things and discuss how to proceed. days after starting up in September of 2008, because of a magnet malfunction. It has now been up and running successfully since late 2009 and it is operating at very exciting time at CERN. You can feel it.
few decades, and one of the big develop- energies never before achieved. This is a
The Large Hadron Collider

The LHC creates collisions between two beams of the same kind of particles. For most of the year these particles are protons, one of the three components of atoms, (For a brief period each year, lead ions will be circulated instead of protons.) The protons move around the accelerator in bunches, each of which will contain about 1 00 billion particles when the accelerator is working at full capacity. The beams cross at four points in the circle. Because these particles are so tiny, there will only be about 2 0 collisions during each crossing. There will be bunches crossing about 3 0 million times per second, however, so there will be up to 600 million collisions each
bly diverse group from around the world. The LHC was conceived in the 1 980s, You hear various languages, but more
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approved in the 1 990s and completed
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Innovation | CERN
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The LHC was placed in the tunnel made for the previous LEP accelerator The circular tunnel is about 27 kilometers
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second. The tube through which the particles travel is in vacuum, to prevent collisions between particles and air molecules. The beams are manipulated using 1,800 magnets, 1 ,232 of which are 15-meter dipole magnets that keep the particles in their nearly circular orbits. There are also quadrupole magnets that focus the beams, and electromagnetic resonators that accelerate the particles and then keep them at a constant energy by compensating for energy losses. The magnets are superconducting, which means that at extremely cold temperatures, they conduct energy without resistance. Liquid helium is used to keep the magnets at -271.1 degrees Celsius, which is only 1.9 degrees Celsius above absolute zero, the coldest temperature possible. The LHC is the largest cryogenic installation in the world. The temperature makes
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working with the magnets very complicated. It takes weeks to get the magnets down to -271.1 degrees. Tests and repairs are dif cult and time consuming. The magnets must be trained to go up to full power. Some magnets can be taken up to full power smoothly, but most will quench, which means that resistance develops at some point, and power must be reduced and then brought up again slowly. It is believed that resistance in an interconnection between magnets is what produced heat, generating an electrical arc that punctured the magnets helium enclosure in September of 2008, leading to the damage that shut the accelerator down for over a year. Now that the accelerator is up and running, the magnets are still not fully trained, and therefore the LHC is building up slowly and not yet running at its top energy of
14 tera electron volts. (One tera electron volt is only equivalent to the energy of motion carried by a mosquito. At the LHC, however, that energy is concentrated into a space a trillion times smaller than a mosquito.) Nonetheless, on November 3 0, 2009, the LHC became the worlds highest energy particle accelerator when protons in each beam reached an energy of 1.18 TeV, exceeding the previous world record of 0.98 TeV, which had been held since 2 001 by the Tevatron collider at the Fermi National Accelerator Laboratory in the U.S.
The control room

The LHC was built into a tunnel that had been made for the previous LEP accelerator. The LEP accelerator was removed. Other older accelerators at CERN are still
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01 02 03 The control center Welding an LHC dipole magnet Atlas is the largest detector ever constructed for particle physics
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running, and several of them are used to create beams and bring them up to a certain speed before they are injected into the LHC. Since the accelerators are now part of a chain, all of the control centers have been moved into a single control room. The room looks imposing with its high ceiling and four circular control stations. It is a sea of monitors and large at screens, and many scientists also have their laptops open in front of them. One of the screens in the LHC control station displays the state of the beam. If the condition is beam stable the experiments the experiments must retract as much of their equipment as possible to avoid the chance of damage. The powerful beam can harm the detectors used for the experiments, as well as the accelerator itself. Much of the function of the control room has to do with beam protection. If
the beam becomes unstable, sensors will detect it and within three revolutions (less than 0.3 milliseconds ) a set of magnets will send the beam to the stop block, the only item in the LHC that can withstand the impact of the full beam. The beam is also sent to this block when its density has decreased enough that it must be replaced. This often happens after 1 0 or 12 hours. The acceleration chain is then revved up to create a new beam. After a beam is dumped, a screen pops up that evaluates the beam and it circulated. A positive evaluation gets a shout from one of the scientists. Things are going well after all the work that went into the recent accelerator shutdown and restart. Empty champagne bottles lined up along a wall suggest this fact has been celebrated.
Geneva
Geneva is the second-largest city in Switzerland, after Zurich, and the largest in the countrys French-speaking region. The city is home to many international organizations, including the United Nations, the International Committee of the Red Cross, the World Trade Organization and the World Economic Forum.
can proceed. If there is any other reading, how well the accelerator functioned as
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Innovation | CERN
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Detectors usually consist of circular layers surrounding a collision point The immense amount of data is both stored at CERN and sent out over the worldwide LHC computing grid Tim Berners-Lee inventor of the World Wide Web
The experiments
points where the beams cross is to identify the secondary particles produced in the collisions, and to measure their positions, charges, speed, mass and energy. Two of the detectors, ATLAS and CMS, are general-purpose detectors designed to cover the widest possible range of physics at the LHC. They are intended to detect anything that the LHC reveals. They are both built in layers, a bit like
an onion, surrounding the point at which by a collaboration of about 2 ,000 researchers from around the world.
Tevatron years ago to get trained. It has been a good interaction, says De Roeck, A real worldwide effort. The two other major experiments at the
The purpose of the large detectors at the protons collide. Each has been prepared
Swiss physicists play a signicant role in Dr. Albert De Roeck, Deputy Spokesperson of the CMS experiment, says that not only have many Americans come from the Everton accelerator, but there are also Europeans who worked on the
LHC are ALICE, which focuses on the study the universe, and LHCb, which focuses on antimatter. There are also two smaller experiments with detectors on the LHC, and many experiments at CERN connected to other accelerators and equipment.
the CMS collaboration, as do Americans. of matter as it was in the rst instants of
Birthplace of the World Wide Web
The World Wide Web was developed at CERN. The rst Web server, a Next workstation, stands in a glass case in the entrance to CERNs Computer Center. The World Wide Web is not to be confused with the Internet. The Internet is hardware and software that provides connectivity between computers. It was developed in the United States in the 1970s. In 1989, at CERN, Tim
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Berners-Lee faced a situation in which physicists from around the world, with no common machines and no common presentation software, needed to share information. He developed a system to interconnect documents and other resources to make them available to the wide range of people collaborating at CERN, and to those on the outside. He then encouraged use of the system for other information, and it grew to
become one of the most pervasive means of scientic, commercial and personal communication.
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Strangelets, black holes and antimatter

As the LHC was being built, the subject of strangelets was often in the media. Strangelets are hypothetical small pieces of matter, and the worst-case fears have centered on the idea that the creation of a strangelet could start an unstoppable chain reaction converting ordinary matter to strange matter. CERN says that even if strangelets do exist, they would be unstable and because of their charge, would repel normal matter rather combine with it, and then simply
decay. In response to concern about black holes that could be created at CERN, the organization points out that they would be so small that they would simply shrink, evaporate and disappear. CERN also explains that, unlike the scenario in Dan Browns Angels & Demons, at the current rate of production it would take over 2 billion years to produce enough antimatter to achieve a destructive force equivalent to a nuclear bomb. If it were possible to collect all the antimatter ever made
at CERN and annihilate it, it would only create enough energy to power an ordinary light bulb for a few minutes.
With up to 6 00 million collisions per second, each of which produces between 0 0 1 and 1,000 particles, the ood of data to Electronic systems therefore select collisions that are interesting and reject those that are not. Only about 1 00 collisions of interest per second are recorded. This is still enough data to ll about 1 00,000 DVDs every year, per experiment. The CERN Computer Center has about 35,000 processor cores, which corresponds to only around 20 % of the computing capacity needed for LHC data analysis. CERN therefore works with the Worldwide LHC Computing Grid. This
network integrates thousands of computers and storage systems in hundreds of data centers worldwide to create a cola community of 10,000 physicists. These physicists are processing the data that has become available and are watching closely as the LHC continues to move towards it full capacity. First results from experiments have already been published, but it will take more time and a higher energy level before many of the bigger questions can be answered. One of the rst major discoveries expected is the Higgs particle. The Standard Model, which describes the
particles in the universe and the forces acting among them, has predicted the existence of this particle as a mechanism to explain particle masses. Calculations suggest that if it exists, it should be visible in LHC experiments. Discovery of the particle would be a big event and it would provide strong support for the Standard Model. The lack of such a particle would challenge the Standard Model, strengthening support for alternative theories. Either way, the questions will not stop, and CERN will be working to unite the best in scientists and machinery to nd the answers.
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store and process would be overwhelming. laborative computing system that serves
Event | Red Bull Stratos
Freefalling from the stratosphere : A jump through the speed of sound

You have a scienti c, stratospheric balloon that is made of material that is as thin as if not thinner than a drycleaner bag, 1 0 times thinner than a sandwich bag and 100 times thinner than a party balloon. It s basically like handling a drycleaner bag thats the size of a football eld, without putting a hole in it. So now were expecting this football- eldsized balloon that s as thick as a drycleaner bag to carry the load of including the capsule, the pilot, the cameras and the electronics. Its not simple.
Art Thompson, Technical Project Director of the Red Bull Stratos Mission, is describing one of the many challenges involved in the rst step of the planned jump from the up into the stratosphere. Baumgartner is then going to exit the capsule at 120,000 feet and plunge head rst towards earth.
the capsule which is 2,500 pounds edge of space: getting Felix Baumgartner
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The suit will equalize pressure, provide oxygen and protect Baumgartner from extreme temperatures Felix Baumgartner, 41, has been parachuting since age 16
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The Capsule
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He will be wearing a space suit that regulates pressure and provides him with oxygen. He will assume the delta position head forward, arms and legs back in a and if all goes well he will accelerate to Mach 1 supersonic (approximately 6 90 miles per hour) in about 35 seconds. The extreme conditions of the jump require that most of the equipment the balloon, the capsule, the space suit, the stabilization parachute be specially designed. The project has attracted top
through the sound barrier.The best-case scenario is a smooth transition, during which Baumgartner can take note of the different forces affecting his body. The waves that hurt him or damage his suit. Red Bull Stratos Medical Director Jonathan Clark does not anticipate serious problems. The expectation is that there will be very little risk, he says. I wont say no risk, but little. He points out that the air is much thinner at the altitude where Baumgartner is expected to cross the sound barrier,
Baumgartner is ready for the risk. Given the many extremes Ill be facing I would be foolish to think that nothing could possibly go wrong. However, I am con dent that we have prepared as carefully and as thoroughly as we can, and that were using the best technology available to me that makes the risk acceptable. He looks forward to the legacy of having contributed to knowledge of aerospace safety andsays if we knew for sure what happens to the body at the sound barrier, there would be little point in conducting this mission.
V-shape in order to pick up momentum, worst-case scenario is clashing shock
experts from aviation and space programs and therefore shock waves should not be who have often been part of elite missions as powerful as they would be at lower altiand set world records. They are now running tests to ensure that the equipment not only functions on its own, but also as part of the total system. The most signicant aspect that cannot be tested is what will happen to Baumgartner as he passes tudes. Clark also has faith in the space suit Baumgartner will be wearing. He says that similar suits, by the same manufacturer, have been in worse scenarios, such as Mach 3 conditions following an aircraft breakup, and they have maintained their integrity.
The new challenge

The goal of this private mission, organized by the energy-drink company Red Bull, is to establish protocols, develop equipment innovations and gather data to support the next level of aerospace endeavors. It is also, of course, to satisfy curiosity and set a new record. The currentrecord for a freeOutlook 02/2010 37
Record holder
On August 16, 1960, Joe Kittinger piloted the Excelsior III balloon to 102,800 feet and jumped out. While freefalling for 4 minutes and 36 seconds, he reached the speed of 614 miles per hour and set four world records. The year before, a jump had gone wrong. One of his parachutes had deployed early and wrapped around his neck. He then entered a at spin and was unable to pull his arms inwards. He lost consciousness. His reserve parachute deployed automatically at 12,000 feet and saved his life. fall is 102,800 feet. It was set in 1960 and remains unbroken, despite a few attempts, some of which have ended in death. The 1960 jump was part of a project that tested parachutes, pressure suits and other equipment. It demonstrated the feasibility of escape from an aircraft or spacecraft at high altitudes and suggested that a space walk was possible. This was dence that such exploration was realistic. Joe Kittinger, who set this record 50 years ago, is now part of the Stratos project. He will be Mission Control Centers primary point of contact with Felix Baumgartner during the jump. Baumgartner, now 41, began skydiving at age 16 and later became part of the Aus38 Outlook 02/2010
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01 02 Joe Kittingers record-breaking jump in 1960 Kittinger will be in contact with Baumgartner during the jump mission, sponsored by the energy-drink company Red Bull Joe Kittinger
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trian militarys demonstration and competition team. He began performing for Red Bull in skydiving exhibitions in 1 988 and later also began BASE jumping (parachuting from xed objects or landforms). In 1999 he set the world record for the lowest BASE jump, from the 95 -foot Christ the Redeemer statue in Rio de Janeiro, Brazil. He has also jumped off the Petronas Twin Towers in Kuala Lumpur, Malaysia and the was the tallest building in the world at the time of his jump. In 2003 he jumped out of an airplane above Dover, England, and ew the 2 2 miles across the English Channel to Calais using a carbon wing with a six-foot span. The stratosphere presents new challenges for Baumgartner. When he leaves the capsule,
the temperature will be about - 10 degrees Fahrenheit, and it may get as cold as - 40 degrees during the supersonic portion of his ight. These temperatures are not only dangerous for him, but they can also affect the functionality of equipment. At about 1 00,000 feet above sea level, where Baumgartner is expected to reach the speed of sound, the air is only 1% as dense as it is on the ground. This means there is almost no oxygen to breathe. It also means that if Baumgartner is not protected, he could end up with one of a number of altitude-related physiological problems due to bubble formation in his blood or tissues. When Baumgartner approaches and then breaks the sound barrier, there
before manned space travel, and it was evi- Taipei 101 Tower in Taiwan, each of which
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01 02 03 Cave jumps require perfect timing Baumgartner has done more than 2,000 skydives In 2003, Baumgartner used a carbon wing to glide across the English Channel
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may be forces on his body that are difcult or impossible to control. In addition to shock waves, he may be faced with extreme vibration caused by erratic airow. The combination of extremely thin air and high speed will also increase his risk of entering an uncontrollable spin.
Once Baumgartner leaves the capsule, he will be dependent on his space suit. This suit will protect him from extreme temperatures and will also feed him 100 % oxygen through the oral-nasal cavity in the helmet. The suit is pressurized to the equivalent of 35,000 feet. This is a fairly low pressure. The cabins of commercial airliners, for example, are pressurized to the equivalent of 8,000 feet or less.The pressure in the suit would not be enough to protect him from all altitude-related maladies, but in combination with the pure oxygen that Baumgartner will be breathing for 2 hours before and during the mission, he should be safe. If the suit were kept at a higher pressure, Baumgartner would have The Stratos team decided less mobility. that the risk
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Some people have said, Why not just take a plane and y up to altitude ? The problem is, jets dont go up to that altitude. The only way of getting there is either a balloon a scientic balloon thats capable of it or a rocket. Art Thompson Red Bull Stratos Technical Project Director
The equipment
Baumgarter will spend about 2.5 hours ascending in a pressurized capsule attached to a huge helium-lled balloon. The interior of the capsule is a six-foot sphere that contains instruments and displays. If unexpected conditions make it unsafe for Baumgartner to jump once he has reached altitude, he will also be able to descend inside the capsule. If he does jump, the capsule will return to the ground with the aid of three parachutes.

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01 02 03 04 05 Equipment is tested on its own, and then as part of the total system Baumgartner will spend about 2.5 hours in the capsule during ascent Testing Baumgartners physical condition Jump training Baumgartner will be made as familiar as possible with all aspects of the jump
caused by the low pressure was less than that which would be posed by reduced mobility. When Baumgartner leaves the capsule, for example, he will have to an optimal position, because for the rst 25 to 30 seconds of his ight, the air will be so thin that it will offer too little resistance for him to adjust his position using air ow. A bulkier pressure suit would make these movements more dif cult. Baumgartner will carry monitoring, tracking and communications equipment in a
and delay his descent, he might run out of phased by things, says Clark. He has a oxygen before he reached breathable air. A small parachute used for stabilization nal element of the system. This chute will only be deployed if extra stabilization is needed, and it was specially designed to be functional at supersonic speed. It has and their duration. If Baumgartner were to go into a spin and exceed 3 Gs for 6 con.5 secutive seconds, the chute would open. very resilient personality. During the jump Clark will be monitoring Baumgartners heart rate, respiratory rate and body temperature. He will also get clues about the jumpers well-being from two-way radio contact and from cameras inside the capsule. When the on Baumgartners experience as he went through the sound barrier. I am interested in his perception, says Clark. Did he feel Mach rumble ? Did his ngers tremble ? Was it hard to maintain body position ? Currently Baumgartner is training in an altitude chamber, a cold chamber and a wind tunnel, as well as beginning successively higher jumps from helicopters and balloons. The exact date for the jump has not been set. The project refers to 120,000 feet as a manageable altitude, and if this mission goes well, the team may be looking to go higher.
follow a set pattern of movements to attain (a drogue parachute) will be the
a G meter that measures centrifugal forces mission is completed, Clark will take notes
chest pack. He will also wear a wrist mon- The human element itor that will show his speed and direction. Baumgartners excellent physical condition is also important for the mission. In If all goes according to plan, Baumgartner addition to giving him strength vital for will only use one parachute, which he will deploy at about 5,0 00 feet. He will also have a reserve parachute that will deploy automatically at 2,5 00 feet if needed. Baumgartner will have a special handle to cut away the reserve parachute, because if it were to open high in the stratosphere
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maintaining his position in the air, the tness means that he is able to use oxygen effectively and tolerate lower oxygen conditions. The BASE jumper will also prot from his ability to stay calm. One of the things we have noticed in the ight test program is that he just doesnt get
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Gourmet | Nespresso
Spreading gourmet coffee one capsule at a time

On a sunny afternoon in July , seven sommeliers sat in the coffee tasting room at Nespresso s main factory . The mood was serious as they tried to identify malty notes in a Costa Rican coffee and decide whether the Ethiopian variety was more owery or fruity. Sommeliers specialize in wine and traditionally they maintain re42 Outlook 02/2010
staurant wine lists, pair foods with wines and give customers advice. Nespresso brought these sommeliers to its factory in A venches, a small Swiss town north of Lake Geneva, to broaden their understanding of the subtleties of coffee and increase their familiarity with the company s line of gourmet coffees.
The sommeliers were given a chart that grouped avors into families, such as vegetal, chemical, carbony, sweetish and fruity/oral. For each coffee, the sommeliers were asked to assign a family and then choose a dominant avor. Some of the avors were what one might expect herbal, cocoa, caramel, citrus, nuts. Other avors, such as green peas,
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Preparation for a tasting Alexis Rodriguez (on the right) often leads tastings First impressions are gained through smell
pencil shavings, mushrooms, raw potato and rubber, were more surprising. The group gained a rst impression of each coffee by smelling the dry grounds. The coffee had been partially roasted, but not fully, because it is easier to discern subtle avors in an incomplete roast. For the second stage of the tasting, hot water was added to the grounds, and the sommeliers smelled the brew. They did
Next, they tasted the coffee with a heavy silver spoon. Silver has a neutral taste and preserves temperature. The suggested method for tasting from the spoon is to inhale at the same time that one slurps up the liquid. When the experts do this, it sounds like a short vacuum-cleaner burst. The coffee is kept in the mouth brie then spit out. y,
The acts of pouring, mixing and smelling were elegant, and it was almost impossible to distinguish between the visitors and the professional coffee tasters helping them.
The capsule system

After the tasting, the sommeliers went to the next room to make espressos in a traditional barista machine. They experimented with various amounts of coffee and different ground sizes, which in uenced drink. Nespresso wanted the sommeliers
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this by swirling the coffee in the pot, then The sommeliers were relatively new to the quickly lifting the lid and smelling the liquid that had condensed. at using their senses to detect ne nuances.
eld of coffee, but they were well-practiced the thickness and taste of the resulting
Gourmet | Nespresso
Nespresso in your aircraft

For those who want an espresso in the sky, Jet Aviation can install special Nespresso machines in business jets. These machines are certied as airworthy and have gone through numerous tests. Over the past few years, most owners of large business jets having a galley installed by Jet Aviation have requested a Nespresso machine. The most popular brand has been Aerolux, which accepts the same 16 Nespresso capsules that customers have in their homes.
Iacobucci HF also makes airworthy Nespresso machines, and these models use the atter, round capsules that are part of the line Nespresso usually sells to businesses.
to see how strongly the nal cup of coffee
The idea of coffee in single-serving packmachine was new in 1970, when the
enquire about difculties with a machine. The direct contact with customers also allowed Nespresso to provide personalized services and to adjust its marketing to consumer preferences. Nespresso expanded from Switzerland into Italy and France, then grew its business to include sales in 50 countries. The company has two units, one focused on home use and one geared towards businesses such as of ces, restaurants and airlines. Over the past ten years, growth has averaged 30 percent, making Nespresso the fastest growing of what Nestle calls its billionaire brands
varied based on the details of its preparation. ages that are inserted directly into a The Nespresso system is designed to consistently provide a premium cup of coffee. To do this, the company seeks to control almost every part of the chain until a nished cup of coffee rests in the hands of the consumer. The coffee comes in capsules. The small, colorful aluminum pods are put into machines that contain a patented Nespresso system. The consumer just has to make sure there is water in the machine, open the jaw, put in a capsule, close the The company developed a customer service concept based on membership in the Nespresso Club. This system allowed Swiss food-and-beverage giant Nestle began developing capsules. The company registered its rst patents in 1 976 and continued to focus on research and development until, in 1 985, the time was right to test the market. Machines were placed in Swiss of ces, and after these received a positive response, the Nespresso revved up the marketing side of its business.
machine and press a button. The process is members to call 24-hours a day to ask for (those with over 1 billion Swiss francs fast and easy, and the product is consistent. advice about coffee, to place orders, or to about $960 million in revenue.) In
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The coffee harvest Coffee beans are actually seeds surrounded by a berry Beans are brought to Switzerland for roasting The World Bank classies 10% of coffee as gourmet As Nespresso grows, it must secure a reliable supply of high-quality coffee
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2009, about 10,000 cups of Nespresso were consumed each minute, which led to sales of 2.77 billion Swiss francs (about $2.6 billion).
tors for each coffee and allows the green coffee experts to identify several varieties that might be suited for the blend. Prototype blends are made and then tasted by panel of experts and an external panel.
(40 ml) f or a sm oother c offee. O ne o f t he nal stages in planning a special edition coffee is to ensure that the harvest times of the varieties chosen will coincide with enough of the required beans available at a high quality. The World Bank classi es 10
the creators, as well as by both an internal the coffee release, and that there will be
The coffees
Nespresso has 16 coffees for home use some of them blends and some from a single country of origin and 8 coffees for machines used in businesses. Twice a year, the company also puts out a limited edition blend. These blends take about two years to create, says Nespresso green coffee manager Alexis Rodriguez. Marketing gives us some guidelines, and then we go to the database. This database lists 17 descrip-
The special edition this autumn is Kazaar. It percent of the coffee on the world market is Nespressos strongest coffee yet 12 on a scale that previously went to 0. The extra 1 strength was achieved with new grinding technology that enabled more coffee to be placed in the capsule. While blends are traditionally made from mostly Arabica beans, Kazaar is 80 percent Robusta. The company suggests Kazaar be served as a ristretto (25 ml) for maximum intensity, though it can also be served as an espresso as gourmet, and Nespresso says it will accept about 1 0 percent of this segment. As worldwide demand for gourmet coffee increases, and Nespresso itself grows rapidly, there is concern about access to a suf cient amount of quality coffee. The companys need for premium coffee has led to a program with the potential to bene t many coffee-growing areas. Nespresso wants consistent quality over the long
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Gourmet | Nespresso
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01 02 03 04 Nespresso factory in Avenches, Switzerland Coffee is sealed in capsules to keep out air and light All Nespresso capsules are made in Switzerland For many, George Clooney is the face of Nespresso
term. The company has agronomists who train instructors to assist farmers in the adoption of techniques and materials that will improve their coffee. This is a signi cant investment, and Nespresso wants to be able to work with these farmers for many years. This will only be possible if the farmers farm sustainably, and thus it becomes in Nespressos interest for their producers to work in an environmentally and socially sustainable way. To encourage this, Nespresso has partnered with the non-governmental organization The Rainforest Alliance and pays a premium to farmers who meet the NGOs criteria and become Rainforest Alliance Certied Farmers. Nespresso sets criteria for quality, the Rainforest Alliance sets
criteria for sustainability, and Nespresso provides incentive through higher payments. Nespresso then bene ts from a larger, more consistent supply of highquality coffee. The company currently buys just over 5 0 percent of its beans from such farms and aims to raise this portion to 80 percent by 2013.
Consistency
After the day at the Nespresso factory, the sommeliers were taken to a nearby restaurant for a tasting of Swiss wines. For this hour there was no talk of coffee the sommeliers focused all their attention on the beverage they had studied for years. The sommeliers were interested and seemed to like most of the wines. They also seemed tired after
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George Clooney
The actor, director and producer George Clooney has been appearing in Nespresso ads (in Europe, South America, the Middle East and Asia) since 2006. This association seems to have gone deep into the public conscience. If you mention that you are writing about Nespresso, most people in Switzerland immediately ask, Are you going
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to meet George ? And when a Nespresso employee held a Nespresso sign while waiting for sommeliers at the Geneva airport, she was repeatedly asked whether she was waiting for George. In ads, Clooney is suave, enamored of Nespresso coffee and surrounded by beautiful women. The camera lingers as he watches the last drop plunging from the machine into the perfect crema on the coffee in his cup. Chris Bates, a British brand expert, told the New York Times that Clooney was a good match for Nespresso because he has principles and values and a discerning playboy-esque lifestyle.
a day of testing their skills on the subtleties of coffee. During the dinner that followed the tasting, Fred Brugues, sommelier at Sketch, a French restaurant in London that belongs to star chef Pierre Gagnaire, talked about why he chose Nespresso for the restaurant. He says he made the change because he wanted consistency. Sometimes we are very busy, and sometimes a customer orders a third espresso at 2 a.m., when the staff member who made the rst coffees has gone home. I wanted something that would guarantee consistent quality and taste in every situation. In a Nespresso capsule, the ground size and the volume of coffee are optimized
to go with the temperature and pressure of the water in Nespresso coffee machines. The combination is meant to best bring out the avors in the coffee. In order to ensure that the avors in
each of the 16 capsules are consistent, the company has to pay attention to a multitude of factors. The characteristics of a coffee bean are the result of the type of coffee tree that produced it, in addition to factors such as soil type, sun exposure and water availability. The avor of the bean will also be shaped by the timing of its harvest, how it was dried and how it was transported. There is then an ideal time for the bean to be roasted. If it is roasted too early, the
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Gourmet | Nespresso
The Boutiques
acidity will not be vivid enough, leaving the coffee less aromatic. If it is roasted too late, it may have taken on unpleasant avors. The temperature and duration of roasting also in uence taste. A nal consideration is that the coffee should not be exposed to oxygen or light, as both will change the avor. This is why Nespresso coffee is hermetically sealed in capsules until the moment it goes into a coffee machine.
More tasting
The next morning, the sommeliers went back to the tasting room and sampled the fully roasted nal product. This time
The Nespresso Boutique Bleicherweg in Zurich, Switzerland Boutiques allow the company to come in contact with its customers.
they not only identi ed avors but also evaluated the coffees crema. This layer of froth on top of the coffee gives insight into factors such as freshness and roast. Nespresso is proud of its crema, and the layer features prominently in advertisements. The sommeliers were then shown the Nespresso method of rating food and drink for harmonizations. As a sommelier would pair
Nespresso capsules must be purchased from the company itself. This can be done on the phone, over the Internet or in one of the 200 boutiques around the world. The boutiques are elegant, communicating the lifestyle Nespresso equates with its art of espresso. The boutiques not only sell capsules, but also coffee machines and a wide variety of coffee accessories. Some boutiques, such as the one in Lausanne, Switzerland, have a coffee bar. There are various hot and cold coffee drinks on the menu, and for each there is a coffee type suggested to provide a strong avor and one recommended for a milder taste. It is, however, possible to request any of the 16 coffee types in the drinks. There is also a special coffee drink each month that has been developed by one of the baristas. In July of this year, the drink was a layered creation with Blue Curacao syrup at the bottom, then passion-fruit soda, and nally a shot of Rosabaya de Colombia on top.
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a wine with a certain dish, Nespresso taste experts have worked out coffee pairings for chocolate, liqueur or mineral waters. The company has put this information, as well as guidance for the evaluation of coffee, into a book the Nespresso Coffee Codex. The sommeliers practiced evaluating the harmonization between various espressos and chocolate. They were not just given any chocolates, but rather Nespresso chocolates. These sweets are part of the companys expanding line of coffee accessories.
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There are 16 capsules made for home use The Nespresso Coffee Codex explains coffee pairings for chocolate, liqueur and water Nespresso boutiques celebrate color In some boutiques, customers can make a cup of coffee to test Nespresso machines
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Nespresso is not just selling a coffee, it is selling a way of life. The corporate brochure explains, With their gleaming colors, Nespresso Grand Cru capsules stand out like rare jewels and objects of pleasure embodying intense and unique experiences and an inimitable lifestyle. While not everyone is looking for a lifestyle based on the art of espresso, few would deny that Nespresso has livened up coffee culture in many homes and
ofces. A family or workplace can now easily have 16 different coffees on hand, 3 of them decaffeinated. This means that an individual can try all the avors, develop favorites and adjust his choices to t his mood or the time of day. Various storage devices for capsules decoratively display the bright assortment of colors, and people seem to react strongly to the colors, often referring to the capsules by color rather than by name.
Nespresso has also made gourmet coffee available in places where it was previously difcult to provide it. In of ces and airplanes, for example, where infrastructure and time constraints often made it impractical to provide good coffee, Nespresso makes this fast and easy. In homes, where people could experiment with coffee varieties and grinds, they often do not take the time. Nespresso has provided an easy, high-quality alternative.
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Jet Aviation | Inside
Midcoast Aviation rebrands to Jet Aviation St. Louis, Inc.
In a move designed to better serve clients, grow business and unify Jet Aviations brand footprint around the world, the Midcoast Aviation operation in St. Louis, Missouri, will be rebranded Jet Aviation St. Louis, Inc. effective January 1, 2011. Jet Aviation and Midcoast Aviation strategically complement one another and together are one of the leading providers of completions, maintenance and modications in the world. Over the past several years, signi cant investments have been made in the St. Louis operation. A 145,000-sq-ft hangar was built in late 2008 to expand the companys current service offering to include narrow-body completions and refurbishment. The facility also has been seeking FAA and OEM approvals and by sending technicians for training on narrow-body airframes and working closely with their Jet Aviation Basel counterparts.
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The identity change is the next step in a logical progression to supplement Jet Aviations completions center in Basel, Switzerland, which is at capacity for narrow-body completions. The organization has been working towards developing an additional resource for performing this work. Another key compentency of Midcoast Aviation is providing MRO services to operators of top-tier aircraft: Challengers, Falcons, Hawkers, Globals and Gulfstreams. From simple inspections to complex repairs, the company has a reputation for MRO excellence, as does Jet Aviation. Rebranding the operation makes it a more unied part of the Jet Aviation glboal maintenance service
Jet Aviation in 2006. Today, Midcoast Aviation is recognized as one of the most respected independent service providers in the U.S. with an outstanding reputation for quality in its completions and MRO businesses. Contact: Midcoast Aviation (Jet Aviation St. Louis, Inc., effective January 1, 2011) Tel. +1 800 222 0422 Tel. +1 618 646 8000 Fax +1 618 646 8877 info@midcoast-aviation.com
readying itself for narrow-body projects by network as well. The St. Louis facility began operating in 1971 and it employs nearly 1,000 people. The company was acquired by
The FBO Lobby
Jet Aviation Basel delivers three aircraft and signs four narrow-body completions agreements
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Contact: Jet Aviation Basel Tel. +41 58 158 4111 Fax +41 58 158 4004 jbsl@jetaviation.ch
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View of the lounge and dining area of the A319 CJ View of the bedroom to make-up table with bathroom on the left
Two newly-completed Airbus 319CJs were recently delivered to Monacobased Boutsen Aviation by Jet Aviation Basel. In addition, the company has delivered a Boeing 737-800 to an undisclosed customer. All three aircraft were designed by the companys in-house interior design studio. Jet Aviation Basel also has signed agreements with clients from the Commonwealth of Independent States (CIS) and the Middle East for the VIP cabin interior completions of two Airbus 319CJ and two BBJ3 aircraft.
The spacious cabin interiors of two of the aircraft will be designed by the Basel in-house interior design studio. Layouts for all the aircraft include living and dining areas and private bedrooms with en-suite bathrooms. One narrow-body aircraft is already onsite in Basel; the other aircraft are expected to arrive within the next few months.
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Jet Aviation moves into new FBO facility in Jeddah

By the end of the year, Jet Aviation will be providing FBO services in Jeddah from a new, state-of-the-art private aviation facility at King Abdulaziz International Airport. The new FBO building, located north of Jeddah, offers fast access to King Abdullah Economic City and the King Abdullah University. The 3,000-square-meter facility incorporates an innovative passenger ow system. Arrivals, departures and luggage
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handling functions occur in different zones to provide faster turn times, better security and enhanced privacy. The new and larger FBO will allow the company to expand its line and maintenance service capabilities, and offer enhanced passenger comforts including hot and cold snacks, a newspaper service offering nearly 1,000 different daily and monthly publications and a 24-hour shuttle to Jeddahs international terminal.
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View of the main entrance with Jet Aviation on the left The arrival and immigration area The public lounge is still under construction
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Contact: Jet Aviation Jeddah

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Sarasin Swiss Open Polo Championships Zurich 2010
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Jet Aviation was part of the annual Sarasin company invited customers to attend the Swiss Open Polo championship, which Switzerland. Over the last ten years, the event gained national recognition and boosted its international pro le. Today, the event is one of Switzerlands leading polo tournaments, attracting some of the top players in the world. Contact: Jet Aviation Business Jets Charter EMEA & Asia Tel. +41 58 158 8686/60 Jet Aviation was represented with a booth Fax +41 58 158 8685 to promote its charter services, and the charter.europe@jetaviation.ch ALL Star Game and the gala dinner as the championships. was held on August 28 and 29 near Zurich, well as the semi- nal and nal games of
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Polo, known as the sport of kings, is one of the oldest team sports in the world. It requires precision and strong mutual trust from both the players and horses. Inside the VIP tent Jet Aviation booth
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Jet Aviation expands services in Moscow

Since the company became a legal Russian entity in May 2010, Jet Aviation Moscow has continuously expanded its service offerings. The company now offers base and line maintenance to Challenger CL300 and Gulfstream G200 aircraft under its EASA 145 maintenance approval. The operation also received Cayman CAA maintenance approval. Jet Aviation became the rst global business aviation maintenance company to have entered the Russian market when it opened its operation at Moscows Vnukovo airport in November 2007. Today, the company remains the only MRO provider to serve the business aviation community in the greater Moscow area. Since 2009 it has expanded its offerings to include 24/7 line maintenance and AOG support as well as providing services to Domodedovo, Sheremetyevo and other Russian airports. Contact: Jet Aviation Moscow Vnukovo Tel. +7 495 662 1350 Tel. +7 963 644 8969 (24 hours AOG) Fax +7 495 662 1351 jvko@jetaviation.ru
Jet Aviation celebrates in Brazil

Contact: Jet Aviation So Paulo Aircraft Management and Charter Tel. +55 15 5053 3508 Fax +55 11 5053 3507 jcgh@jetaviation.com.br Jet Aviation Sorocaba MRO and FBO Tel. +55 15 3414 6100 Fax +55 15 3414 6109 jsod@jetaviation.com.br
This years LABACE convention, held from managed by Jet Aviation, a growth area August 12 14, in So Paulo, turned out to be the perfect venue for Jet Aviation to celebrate its 5 years anniversary in Brazil and to underscore its commitment to developing business in the region. The company treated customers, vendors and friends at a private reception during LABACE. For ve years, Jet Aviation has been providing charter and aircraft management services in So Paulo and has expanded its charter team in the region to cope with the demand for international travel to and from Brazil. Charter clients have access to a eet of jet aircraft from Citation CJ3s to Gulfstream G550s, one of which is To complement the rms service offering in Brazil and Latin America, Jet Aviation also established a maintenance and FBO operation in 2009 at Sorocaba airport, some 87 kilometers (54 miles) from the city center of So Paulo. for the company.
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Wyvern Recommended
Jet Aviations charter and aircraft management company for the Americas, Jet Aviation Flight Services, Inc., passed Wyverns rigorous auditing standards for air safety and received the designation Wyvern Recommended. Wyvern is the global leader in aviation safety auditing, consulting and information services. Contact: Jet Aviation Flight Services Charter The Americas Tel. +1 201 462 4100 Tel. +1 800 736 8538 Fax +1 201 624 7338 charter_usa@jetaviation.com Jet Aviation, which became a U.S. Part 135 Air Carrier in October 2009, was audited by Wyvern in all aspects of its air charter operations including company background, safety record, incidents, Safety Management System Information on Jet Aviation Flight Services is now included in the Wyvern Report, an online service for potential clients, and can be obtained at wyvernltd.com and charterx.com. Earning the Wyvern Recommended designation requires a safety evaluation that scrutinizes Part 135 charter operators in all areas of their operations. Because of their strict safety policies, Wyvern Recommended air carriers are the vendors choice for many clients and brokers worldwide. (SMS), company manuals, security and crew records.
Jet Aviation sponsors Challenge Air

Challenge Air was founded in 1993 by Rick believes that every disabled person should Amber who had a vision to share his love for aviation with physically-challenged children. Amber became a quadriplegic at the age of 26 during an unfortunate landing realized he still had a passion for aviation regardless of his physical disability. Challenge Air came to life when Amber took a group of disabled children for a ight. Their reactions to the experience compelled him to establish an organization to provide children with special needs the chance to experience aviation. Amber Jet Aviation is a signi cant supporter of the organization over the years. Recently, Jet Aviation Dallas donated ofce space to Challenge Air at Love Field Airport. Challenge Air moved into its new location and has been working towards remodeling its new home. Contact: Jet Aviation Dallas Tel. +1 214 350 8523 Tel. +1 800 966 2378 Fax +1 214 350 5188 jdal@jetaviation.com
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see the world from a different viewout of their wheelchairs and in the sky.
attempt that caused his jet to crash. Amber Challenge Air and has raised funds for
Chris Todtenhausen, Director of Jet Aviation FBO Dallas, with Cindy Waggoner and Joseph Montag, who run Challenge Air today
Jet Aviation Bedford and Teterboro relaunch Jet Response maintenance services
At the FBO facilities in Bedford and Teterboro, Jet Aviation is relaunching its mobile maintenance service, Jet Response. Designed as a to-go service, the Jet Response program enhances aircraft maintenance through a mobile operation. The service is facilitated locally through that allow technicians to transport equipmaintenance truck also contains a fully functional workshop and benches. From this, Jet Aviation is able to provide its vast maintenance capabilities and routine and unscheduled maintenance services on all major business jet models both on and Midcoast Aviation also dispatch crews to response vehicles, equipped with lift gates off site. Jet Aviation and sister company ment that may require repairs. The mobile support clients all across the country.
Contact: Jet Response Hotline: Tel. +1 877 538 4357 (JET HELP) Jet Aviation Teterboro Tel. +1 201 462 4026 Tel. +1 800 538 0832 Fax +1 201 462 4009 jteb@jetaviation.com Jet Aviation Boston/Bedford Tel. +1 781 274 0030 Tel. +1 800 538 0233 Fax +1 781 274 7916 jbed@jetaviation.com
Dassault Falcon 2000 upgraded from cockpit to cabin

Midcoast Aviation recently completed a major workscope for a Dassault Falcon 2000 customer that combined maintenance, avionics upgrades, interior refurbishment, paint and a full-range of backshop support. The extensive maintenance of the aircraft included major inspections, scheduled maintenance, service bulletin compliance and repairs. The partial soft goods package incorporated fabrics, leathers and ooring that complemented existing cabin elements the customer wished to retain. Of special note, this was the Dassault rst Falcon 2000 in the eet to be upgraded
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with a Wide Area Augmentation System/ Localizer Performance with Vertical Guidance (WAAS-LPV) which replaced the existing ight management system.
removes hazardous chemicals from the process.
Contact: The aircraft also underwent a complete strip and paint, the at Midcoast using rst high solids paint and a new electrostatic application process. This technique allows for better paint adhesion and Midcoast Aviation Tel. +1 800 222 0422 Tel. +1 618 646 8000 Fax +1 618 646 8877 info@midcoast-aviation.com
Teterboro welcomes NBAA Regional Forum

On June 10, 2010, Jet Aviation hosted the aircraft management and charter, FBO, NBAA Regional Forum at its Teterboro, N.J. facility. The show attracted close to 1,900 visitors, 90 indoor exhibitors and 30 static displays; surpassing records set by previous forums. Jet Aviation and its subsidiary Midcoast Aviation featured a 360 degree, 20 x 20 view of the companys various lines of businesses and capabilities, including On the evening before the Forum, Jet Aviation held a special Pre-Event Contact: Jet Aviation Teterboro Tel. +1 201 462 4000 Tel. +1 800 538 0832 Fax +1 201 462 4005 jteb@jetaviation.com reception for selected guests, which included clients, tenants and friends. The evening celebrated the business aviation industry, as well as served to business partners. maintenance and stafng services.
booth designed to give prospects a unique express appreciation to the companys
Jet Professionals launches Benets Connection program

Contact: Jet Professionals, LLC Benefits Connection Tel. +1 732 256 4923 Tel. +1 800 441 6016 Fax +1 201 462 4081 benefitsconnection@jet-professionals.com
Benets Connection is a new product offered by Jet Professionals that is
Small to mid-size business aviation companies will bene t most from the new Service Model programs. Employer may expect 10 to 30 percent savings over traditional fully-insured plans when joining the captive. The all-
inclusive Broker Service Model consists of a menu of services including consulting, employee advocacy, communication and education, compliance, bene ts administration, and health and wellness.
designed to help reduce health care costs Business Aviation Captive and Broker and produce long-term savings for small and mid-sized businesses in the aviation and aerospace industry. The program offers insurance from nationally-recognized health care providers.
Outlook 02/2010
57
Masthead and advertisers
Outlook Magazine 02/2010 Published by: Jet Aviation Management AG Peter G. Edwards, President P.O. Box 229 CH-8058 Zurich Airport I Switzerland Tel. +41 58 158 8888 I Fax +41 58 158 8885 jmgt@jetaviation.com Project management: Heinz R. Aebi, Caroline Kooijmans-Schwarz Editor-in-chief: Heinz R. Aebi Authors: Stephanie Schwartz, Heinz R. Aebi, Ann Hein, Jelyne Surat Photography: Marsha Jorgensen/ Tumble Fish Studio, Wikimedia Foundation Inc.,The State MuseumPreserve TSARSKOYE SELO, Lysann Morgenstern E.ON Ruhrgas AG, Birgit Winter, Vladimir Kolobov/ iStock.com, www.montreuxmusic.com, Lionel Flusin, Daniel Balmat, Adam Glinski, Montreux Jazz Festival Foundation, Charly Rappo, Maximilien Brice, Ferdinand Schmutzer, CERN, CERN AC Team, Michael Hoch, Laurent Guiraud, Schweiz Tourismus, Lucia Degonda, Luke Aikins, Sven Hoffmann, Garth Milan, Ted Strong, Red Bull Photoles, Bernhard Spttel, Helmut Tucek, David Clark, Oneclearvision, Nestl Nespresso S.A., Pierre Boss, Nespresso Boutique, Zurich, RockAndRoll Agency/Coca-Cola, The Coca-Cola Company, The World of Coca-Cola, The Coca-Cola Company Archives, Bro 10 Concept and design: Publicis Werbeagentur AG Zurich I Switzerland Printed by: Sommer Corporate Media GmbH & Co. KG Waiblingen I Germany Print run: 30,000 copies Orders: jmgt@jetaviation.ch Copyright: Outlook is published semi-annually. The contents may be reproduced with credit to Outlook, the magazine of Jet Aviation Advertising inquiries: For all advertising inquiries please call Heinz R. Aebi in EMEA at +41 58 158 8890 or e-mail heinz.aebi@jetaviation.ch Copyright 2010 Jet Aviation All rights reserved.
58 Outlook 02/2010
Founded in 1875 by Jules-Louis Audemars and Edward-Auguste Piguet in the Swiss village of Le Brassus, Audemars Piguet is the oldest manufacture of Haute Horlogerie never to have left the hands of the founding families. Today, its range encompasses complex mechanical watches, Haute Joaillerie creations as well as a line of jewelry. At each stage in its history , the manufacturer has daringly adopted avant-garde techniques in order to place them in the service of traditional craftsmanship. W orldwide, Audemars Piguet currently employs over 1,000 people. Bombardier builds them. Three families of high-performance business jets Learjet, Challenger and Global that consistently outpace, outclass and outperform the competition. Only Bombardier offers the complete range of business aviation services, from Flexjet* fractional ownership and Skyjet* on-demand charter , to our world-class training and service networks. Responding to your every need, Bombardier provides solutions that constantly meet and exceed the expectations of the world s most discerning travelers. Bombardier: Generations Ahead, Worlds Above. Instruments for Professionals. More than a slogan, it s a vocation. Or obsession is quality. Our goal is performance. Day after day , we consistently enhance the sturdiness and functionality of our chronographs. And we submit all our movements to the merciless scrutiny of the Swiss Of cial Chronometer Testing Institute. One simply does not become an aviation supplier by chance. Credit Suisse AG is one of the world s leading nancial services providers and is part of the Credit Suisse group of companies. As an integrated bank, Credit Suisse offers clients its combined expertise in the areas of private banking, investment banking and asset management. Credit Suisse provides advisory services, comprehensive solutions and innovative products to companies, institutional clients and high-net-worth private clients globally, as well as to retail clients in Switzerland. Credit Suisse is headquartered in Zurich and operates in over 50 countries worldwide. The group employs approximately 47,600 people. www.creditsuisse.com Dassault Falcon is part of Dassault A viation, a leading global aerospace company. Since the rollout of the rst Falcon 20 in 1963, over 2000 Falcon jets have been delivered to more than 65 countries worldwide. The family of Falcon jets currently in production includes the tri-jets Falcon 900DX, 900LX and the 7X as well as the twin-engine Falcon 2000LX. The company has assembly and production plants in both France and the US and service facilities in Europe and North America. It employs a total workforce of over 12,000. Gulfstream Aerospace Corporation, a wholly owned subsidiary of General Dynamics (NYSE: GD), designs, develops, manufactures, markets, services and supports the world s most technologically advanced business-jet aircraft. Gulfstream has produced some 1 ,800 aircraft for customers around the world since 1 958. To meet the diverse transportation needs of the future, Gulfstream offers a comprehensive eet of aircraft, comprising the wide-cabin, high-speed Gulfstream G 150 ; the large-cabin, mid-range Gulfstream G200 ; the new large-cabin, mid-range Gulfstream G250 ; the large-cabin, mid-range Gulfstream G350 ; the large-cabin, long-range G450; the large-cabin, ultra-long-range Gulfstream G500 ; the large-cabin, ultra-long-range Gulfstream G550 and the ultra-large-cabin, ultra-long-range G650 . Gulfstream also offers aircraft ownership services via Gulfstream Financial Services Division and Gulfstream Pre-Owned Aircraft Sales. H.Moser & Cie: Passionately Different. In 2010, H.Moser & Cie, will mark its 5th year after the relaunch in 2005. During that short time our Schaffhausenbased company with now over 60 employees, has attracted a discerning, international following with an award-winning collection that focuses on revolutionary innovation within, while outwardly projecting cool con dence. H. Moser & Cie. combines traditional, high-class watchmaking with technical innovations into timeless, elegant watches. www.h-moser.com Julius Baer is the leading Swiss private banking group, with an exclusive focus on servicing and advising private clients. Julius Baer s total client assets amounted to CHF 241 billion at the end of 2009. Bank Julius Baer & Co. Ltd., the renowned private bank with origins dating back to 1890, is the principal operating company of Julius Baer Group Ltd., whose shares are listed on the SIX Swiss Exchange (ticker symbol: BAER) and form part of the Swiss Market Index (SMI), which comprises the 20 largest and most liquid Swiss stocks. Julius Baer employs a staff of over 3,000 in more than 20 countries and some 40 locations, including Zurich (head of ce), Buenos Aires, Dubai, Frankfurt, Geneva, Hong Kong, London, Lugano, Milan, Moscow and Singapore. For more information visit our website at www.juliusbaer.com
LET THE JOURNEY BEGIN
The Gulfstream G450 is the best business jet in its class. Whats more, the large-cabin, long-range aircraft shares some of the advanced technology of the Gulfstream G550, while also retaining the qualities of the highly successful GIV/GIV-SP series. And that was the best-selling aircraft in its category. Let the journey begin.
To learn more, please contact our regional vice presidents: Northern / Southern Europe: Steve Jones, +44 118 977 0180, steve.jones@gulfstream.com Central / Eastern Europe: Wolfgang Schneider, +49 172 811 1458, wolfgang.schneider@gulfstream.com Central Europe: Rebecca Johnson, +41 78 924 1420, rebecca.johnson@gulfstream.com
www.gulfstream.com/g450

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Outlook

WHAT IS EXCELLENCE, JEAN-LOUIS SCARTEZZINI?

Dear business friends and colleagues,

Peter G. Edwards President

03 Editorial 06 Coca-Cola 16 History 22 Art 28 Innovation

36 Event 42 Gourmet 50 58 Jet Aviation Inside Masthead and Advertisers

The Coca-Cola Company: Guardian of the ultimate brand

3,300 beverages. These drinks are sold under more than 5

linked with special occasions in their youth. Attachment to the

The secret ingredients

The mixture was developed in 1

886 by John Pemberton, an

Coca-Cola to every US serviceman abroad, for

Bringing Coca-Cola into the home

A journey into the brand

Japanese ad from 1957 Italian ad from 1955

The Export Bottle

Planning for growth

History | Amber Room

The Amber Room The disappearance and reconstruction of a Russian jewel

History | Amber Room

Gerhard Schrder, as a symbol of the Russian-German cooperation.

Rising to the challenge

ROYAL OAK OFFSHORE CHRONOGRAPH

History | Amber Room

about learning the skills of 18

The mystery remains

Art | Jazz Festival in Montreux

44 years of big sound in a small Swiss town

A wide variety of talent

Art | Jazz Festival in Montreux

Julian Lage Sophie Hunger

Art | Jazz Festival in Montreux

What has surprised you the most about the musicians ?

DVD, LP, singles.

There have been changes in the recording

A plasma ball in CERNs microcosm museum

Colliding small particles to answer big questions

The Large Hadron Collider

approved in the 1 990s and completed

The control room

the CMS collaboration, as do Americans. of matter as it was in the rst instants of

Birthplace of the World Wide Web

Strangelets, black holes and antimatter

Event | Red Bull Stratos

Freefalling from the stratosphere : A jump through the speed of sound

V-shape in order to pick up momentum, worst-case scenario is clashing shock

The new challenge

Event | Red Bull Stratos

Event | Red Bull Stratos

follow a set pattern of movements to attain (a drogue parachute) will be the

Spreading gourmet coffee one capsule at a time

The capsule system

Nespresso in your aircraft

to see how strongly the nal cup of coffee

Jet Aviation | Inside

Midcoast Aviation rebrands to Jet Aviation St. Louis, Inc.

Jet Aviation | Inside

Jet Aviation moves into new FBO facility in Jeddah

Contact: Jet Aviation Jeddah

Sarasin Swiss Open Polo Championships Zurich 2010

Jet Aviation | Inside