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当麦当劳在法国卢浮宫的遇见蒙娜丽莎

发布者: 阑珊心语 | 发布时间: 2009-10-13 05:23| 查看数: 1287| 评论数: 1|

French culture and American convenience will come together in December — thanks to plans by the McDonald's restaurant chain to hang its shingle in the shadow of the Louvre.

McDonald's is delighted at the prospect of feeding hungry culture vultures. But not everyone is happy about mixing high art and fast food.

The McDonald's will be installed in the food court of the underground mall adjoining the museum, known as the Carrousel du Louvre, as the fast food chain fetes its 30th anniversary in France, McDonald's France said.

The pairing could serve the interests of both. The Louvre is the world's most visited museum; France is McDonald's top market outside the United States.

In France and elsewhere, McDonald's is emblematic of U.S.-driven globalization and the homogenization of cultures. However, the fast food chain's chief executive, Jim Skinner, said in an interview published Monday that the reason McDonald's is such a hit in France, where it has over 1,000 outlets, is that "we are perceived as a French enterprise."

The McDonald's on the famed Champs-Elysees Avenue is the most profitable in the world, he said. The interview was published in the economic daily Les Echos.

The Louvre refused comment on the expected arrival of its new neighbor. Spokeswoman Aggy Lerolle said only that it is not up to the museum veto McDonald's arrival since the Carrousel is run by a private company rather than the state-run museum.

However, some French are indignant about mixing French fries and art treasures in the backyard of the former palace of the Sun King, Louis XIV.

The Web site louvrepourtous.fr, which is aimed at keeping museum visitors informed, is among those whose hackles have been raised at the coming of McDonald's, even in a food court where a variety of restaurants offering cuisines of the world are present.

"Rendezvous in December for a Mona Lisa Extra Value Menu," it wrote, contending that the Louvre could have, and should have, put its foot down.

Some saw McDonald's taste for art coming long ago. In January 2007, the culture wing of the large CFDT union decried what it said was the "Disleylandization" of French culture, claiming the state is looking to turn museums into theme parks. It cited plans for the so-called desert Louvre, to open in 2013 in the United Arab Emirates, and the arrival of a Starbucks coffee house near the Louvre.

"When will McDonald's set up shop?" the union asked, perhaps more presciently than it wished.

McDonald's says no date has been set for its opening at the Carrousel du Louvre.

European art and what passes for American cuisine have crossed paths before. The former chief of Italy's McDonald's chain, Mario Resca, now supervises that country's chain of illustrious museums.

最新评论

阑珊心语 发表于 2009-10-13 05:24:16
承蒙麦当劳快餐连锁店即将悬挂其招牌于卢浮宫景区内,法国文化与美国的便利文化将相遇在今冬12月。

麦当劳对于即将喂养这只饥饿的文化巨鹰的前景充满了美好憧憬。但并非所有人都愿意看到这种高雅艺术与快餐文化的混合。

麦当劳法国公司称,为庆祝快餐连锁店在法30周年,麦当劳的将被安置于毗邻博物馆的著名卢浮宫卡鲁塞尔的地下商场的美食广场内。

如此强强配对可收获互利效果。卢浮宫是世界上访客最多的博物馆,法国又是麦当劳在美国以外地区的最大市场。

在法国以及其他地方,麦当劳是以美国为主导的全球化及文化同一化的象征。然而,快餐连锁店的首席执行官吉姆斯金纳在周一接受采访时强调说,麦当劳之所以在法国如此兴盛,拥有超过1,000家连锁店,是因为“我们是以法国的企业形象被公众所认知”

他还称,坐落在著名的香榭丽舍大街上的麦当劳将是世界上最盈利的店。此访谈发表在经济日报的Les Echos上。

卢浮宫拒绝就其即将到来的新邻居发表评论。发言人Aggy勒罗勒只是说,麦当劳的到来与否并非由博物馆决定,因为卡鲁塞尔是由一家私人公司而非国立博物馆经营。

但是,一些法国人对于在前太阳王路易十四的宫殿后院将薯条和艺术珍品混合之行为表示非常愤慨。

louvrepourtous.fr是以为访客提供信息服务为主旨的网站。在该网站上除了那些愤怒的言辞外,也有人表示支持即将到来的麦当劳,他们指出麦当劳与那些出现在美食广场的世界各地的餐饮美食没有什么不同意义。

他们辩称,卢浮宫有可能,而且应该将“12月聚会的蒙娜丽莎超值菜单”踩到脚下。

有人已长时间关注麦当劳之未来艺术品味。 2007年1月,该国大型文化右翼法国民主联盟谴责被称为“迪士尼乐园式的法国文化”,声称该国正试图将博物馆变成主题公园。它引述了2013年将在阿拉伯联合酋长国开放的所谓的沙漠卢浮宫计划,以及卢浮宫附近的一个星巴克咖啡馆的到来。

联盟曾经质问:“麦当劳将于何时开店”,或许比其所希望的更加有先见之明。

麦当劳称,目前还没有确定在卢浮宫卡鲁塞尔的具体开店日期。

欧洲艺术与美国餐饮文化此前已经有过交锋。前意大利的麦当劳连锁店的首席执行官马里奥雷斯卡现正在监管该国的杰出博物馆的连锁店。
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