“A European ambience. Prima. The least one would expect from an establishment that called itself the Café Europa. Importantly, it was ambience rather than atmosphere. You may find ‘atmosphere’ in fast-food restaurants, thick enough to cut with a plastic knife and obedient to the strictest laws, being the necessary by-product of gingham curtains and sepia-tinted photographs, tables shaped like kegs and lithographs of the Three Little Pigs. Atmosphere is an American commodity. And that is why the citizens of the Golden City covet it. They want to breathe deep-fried oxygen, they want to be part of the Space Age. Europeans prefer ambience, which cannot be pumped in overnight or sprayed in with an aerosol, but has to accrue over time.”
Ivan Vladislavic in “The restless supermarket”, p 19.
