A fascinating newcomer on the British high street is the vape shop. These were perfectly described by my friend Paul Craven as ‘like a cross between an Apple Store and an Elizabethan apoth-ecary’.
In the splendid All About da Vape in Deal, there is a glass cabinet full of new, hi-tech ‘mods’, ‘tanks’ and ‘coils’, while on rows of shelves behind the counter is a Cambrian explosion of coloured bottles containing e-liquid in many strengths and flavours, hipsterishly labelled Suicide Bunny, Jimmy the Juice Man or Miss Pennyworth’s Elixirs; I recently bought a bottle of something called Unicorn Puke.
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Rory Sutherland is vice-chairman of Ogilvy Group UK.
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