February 22, 2012
"The Sushi Warehouse in Roissy 2E offered an exceptional range of Norwegian mineral waters. Jed opted for the Husqvarna, a water from the center of Norway, which sparkled discreetly. It was extremely pure — although, in reality, no more than the others. All these mineral waters distinguished themselves only by the sparkling, a slightly different texture in the mouth; none of them were salty or ferruginous; the basic point of Norwegian mineral waters seemed to be moderation. Subtle hedonists, these Norwegians, thought Jed as he bought his Husqvarna; it was pleasant, he thought again, that so many different forms of purity could exist."

—

Michel Houellebecq’s market analysis from The Map and the Territory, winner of France’s Prix Goncourt literary prize in 2010. 

After a short trip to Japan and Korea, I return home to really notice how one of life’s basic necessities can be marketed and sold at $3.50AUD+ for 600 mls. Is this not a modern rout to which we are held prisoners of branding and convenience?

The Map and the Territory is a joy to read despite it’s doom and gloom, decline of the West perspective from my favourite writer and stylist Michel Houellebecq. I highly recommend this piece of accessible literature, for Houellebecq is a master commentator/cynic about they way we live our lives post-2010. He is known to be a misogynist and his female characters are always two-dimensional objects that comply with his own and many a male fantasy, but this is not to be the focal point of his work. Read this book if you want a very clever and relevant commentary/parody of the art world, an absurd view on technology and consumerism, the death of tradition and a return to the fundamentals of nature. Classic Houellebecq for the newly and already acquainted.

— From Melbourne, thoroughly engaged.

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