“I like to create a buzz,” says Andrés Rodríguez, the newly appointed president of ARI, the Spanish Magazine Association, as he looks back over his impressive career as an editor. “At Esquire Spain we ran a story on Ferrán Adriá, then the best chef in the world at restaurant El Bulli and made the cover of the magazine scented so if you scratched it, you could smell what it smelled like in the restaurant.
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