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Former <keyword id="46894" type="General" weightage="50" keywordseo="tata-sons" source="Orion">Tata Sons</keyword> chairman <keyword id="6356895" type="General" weightage="80" keywordseo="cyrus-mistry" source="Orion">Cyrus Mistry</keyword> and a co-passenger killed in the car crash on Sunday were not wearing seat belts as per the preliminary probe, a police officer said, adding over-speeding and the "error of judgement" by the driver caused the accident. Prima facie, the luxury car was speeding. It covered 20 km of distance in just 9 minutes after crossing the Charoti check post in the Palghar district, 120 km away from <keyword id="6358070" type="General" weightage="50" keywordseo="mumbai" source="Orion">Mumbai</keyword>. The car hit a road divider on the bridge on the Surya river, killing <keyword id="6391150" type="General" weightage="100" keywordseo="mistry" source="Orion">Mistry</keyword> (54) and <keyword id="14895505" type="General" weightage="50" keywordseo="jahangir-pandole" source="Orion">Jahangir Pandole</keyword> on the spot. Mistry was returning to Mumbai from Ahmedabad when the tragedy struck at 2:30 PM. The car was driven by Mumbai-based gynaecologist <keyword id="121458" type="General" weightage="50" keywordseo="anahita" source="Orion">Anahita</keyword> Pandole (55). She and her husband were seriously injured in the accident. "As per the preliminary investigation, overspeeding and the error of judgement caused the car accident. Both the deceased were not wearing seat belts," the officer said on Sunday night. "While analysing the footages captured by CCTV cameras at the Charoti check post, Palghar Police found that the car had crossed the check post around 2.21 pm and the accident occurred 20 km ahead (in the direction of Mumbai)," he said. This shows the Mercedes car covered 20 km of distance (from the cheek post) in just 9 minutes, the officer said, adding that the accident occurred at 2.30 pm on the bridge on the Surya river. Mistry and Jahangir Pandole were in the back seats. Darius was in the front seat with Anahita, who was at the wheel, police had said. An eye-witness had said that a woman was driving the car and tried to overtake another vehicle from the left side, but lost control and crashed into the road divider. The bodies of Mistry and Jahangir Pandole have been sent to state-run J J Hospital in Mumbai for postmortem, the officer said. Anahita Pandole and her husband Darius Pandole (60) were seriously injured in the accident. They are being shifted to a Mumbai hospital by road from Vapi in Gujarat on Sunday late night, the officer added. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/thelife/personalities/news/remembering-cyrus-mistry-10-things-to-know-about-the-former-tata-sons-chairman/slidelist/93994782.cms">Remembering Cyrus Mistry: 10 things to know about the former Tata Sons chairman</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/indias-external-debt-of-620bn-is-sustainable-finance-ministry-report/articleshow/93994362.cms">India's external debt of $620bn is sustainable: Finance Ministry report</a>

Cyrus Mistry and co-passenger killed in car crash not wearing seat belts; over-speeding, error of judgment caused accident: police

Who were the other passengers in the <keyword id="6356895" type="General" weightage="50" keywordseo="cyrus-mistry" source="Orion">Cyrus Mistry</keyword> fatal crash? The other three were family friends -- the Pandoles. Former <keyword id="46894" type="General" weightage="50" keywordseo="tata-sons" source="Orion">Tata Sons</keyword> chairman Cyrus <keyword id="6391150" type="General" weightage="100" keywordseo="mistry" source="Orion">Mistry</keyword> on Sunday died in a road accident while he was returning from Gujarat's Udwada to Mumbai. The three other occupants in the car were -- brothers Darius and Jehangir <keyword id="2120987" type="General" weightage="80" keywordseo="pandole" source="Orion">Pandole</keyword>, and Darius Pandole's wife <keyword id="1155406" type="General" weightage="50" keywordseo="anahita-pandole" source="Orion">Anahita Pandole</keyword>. Darius Pandole was CEO &amp; MD of JM Financial Private Equity and earlier was on the board of Tata companies. They had visited the Iranshah Atash Behram at Udvada on Sunday morning. Cyrus Mistry and the Pandoles had been to Udwada, where Parsis have their main fire temple, to pray for the father of Pandole brothers, who died recently. The <keyword id="14897706" type="General" weightage="50" keywordseo="udwada-fire-temple" source="Orion">Udwada Fire Temple</keyword> was restored over the past few years at a very high cost, borne entirely by the Mistry family. It re-opened fully about a year ago. The car was being driven by Anahita Pandole, a renowned gynaecologist at Mumbai's Beach Candy hospital. Darius Pandole was on the front passenger seat. Both were seriously injured and admitted to the hospital. The Pandole family owned Duke's, a maker of soft drinks like Mangola. They had sold the business to Pepsi more than 20 years ago. Dinshaw Pandole sold the company -- the father of Darius and Jehangir Pandole. Dinshaw Pandole had died last week. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/after-a-volatile-week-expect-markets-to-remain-rangebound-says-arun-kejriwal/articleshow/93993910.cms">After a volatile week expect markets to remain rangebound says Arun Kejriwal</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/cyrus-mistrys-sudden-death-puts-spotlight-on-sp-groups-18-4-holding-in-tata-son/articleshow/93993371.cms">Cyrus Mistry's sudden death puts spotlight on SP group's 18.4% holding in Tata Son</a>

Who were the other passengers in the ill-fated Mistry crash?

Smell is perhaps the most powerful human sense. Think about the scent of fresh lavender or an evergreen forest; these might bring you peace or remind you of something unpleasant. Either way, you don't have control over how they affect you.The connection between smell and emotion has intrigued scientists for decades. Every person experiences scents and feelings differently which raises the question, why do we react a certain way to scents?In her book "The Scent of Desire," Rachel Herz, a neuroscientist, theorized that smell was the first sense to form in organisms' brains to guide them away from danger. This cognitive development is now known as the amygdala, a part of the brain that interacts with our olfactory receptors to help detect peril and induce fear.In a study conducted by Herz and a group of collaborators at Brown University, the team found that <a target="_blank" href="https://www.sciencedirect.com/science/article/abs/pii/S0028393203002161?via%3Dihub">scents could trigger memories and affect mood</a>. These memories emerge when the olfactory cortex processes a smell and communicates with the limbic system, which influences behavior and emotions, prompting us to respond in a particular way.Fragrance companies capitalize on this science. Some are taking a technology-driven approach, <a target="_blank" href="https://www.businessinsider.com/how-companies-are-using-ai-generative-ai-daily-tasks-automation-2024-1">harnessing artificial intelligence</a> to create evocative custom scents for consumers."Creation is such a beautiful thing," Frederik Duerinck, a cofounder of the tech-fragrance company EveryHuman, told Business Insider. "It's such a fulfilling experience."But it's not easy. To create custom fragrances, companies need to know how customers react to different aromas — and that's hard to gauge when people can't communicate abstract feelings."We have the same kind of difficulty using words to deconstruct our emotional experiences as we have articulating our experiences of smell," Hertz said in "The Scent of Desire."<h2>Using AI to decode fragrances</h2>Givaudan, one of the world's largest manufacturers of custom fragrances and flavors in the beauty and food industry, has for over a decade focused on using AI to decode the complexities of smell. The company works on the business-to-business side of the industry, designing and creating scents for various companies worldwide."Fragrance is really a kind of black box," Johan Chaille de Nere, Givaudan's director of digital transformation, said. "And AI is beneficial to better understanding and to better decode what the consumer really feels."Givaudan launched Myrissi, its AI tool, last year to demystify fragrance development. With a database of more than 25,000 consumer responses from surveys and product tests, the company's technology creates associations between scents and colors to provide custom mood boards for brands developing fragrances.NOS Emotiontech, formerly No Ordinary Scent, is another company using personalized consumer data to aid perfumers. At first, the Swedish company offered direct-to-consumer perfumes using an AI platform that analyzed three user-submitted photos.Now the company focuses on its business clients, using an AI algorithm and existing customer data to create briefs that help brands put on <a target="_blank" href="https://www.businessinsider.com/sc/how-trendsetters-are-transforming-data-driven-customer-experiences">multisensory experiences.</a>With the help of scientific data and its <a target="_blank" href="https://www.businessinsider.com/how-ai-chatbots-like-chatgpt-work-explainer-2023-7">trained algorithm</a>, the company can also figure out which "scent families and notes" can "evoke certain emotional responses," Sandra Kinnmark, the founder of NOS Emotiontech, told BI.For example, one video-game company commissioned NOS Emotiontech to fill its gaming studio with a personalized scent that helped participants feel at home and lose track of time while gaming. The fragrance focused on citrus and solar notes to boost happiness.The Swedish company also partnered with the Hallwyl Museum, one of the oldest museums in Stockholm, fashioned out of a 19th-century home, to create a guided "scented tour" for visitors to "actually experience tales from this era," Kinnmark said.NOS Emotiontech designed five custom scents dispersed on strips at different parts of the museum. For instance, the fragrance in the dining room was heavy on floral and citrus aromas to draw out the smell of flowers and the exotic fruits that were popular at the time. The weapons-room scent emphasized wood and cardamom to highlight the tour guide's discussion of colonial trade.<h2>A new kind of signature scent</h2>Some fragrance brands use tech to decipher scent preferences and create <a target="_blank" href="https://www.businessinsider.com/how-artificial-intelligence-3d-printing-are-revolutionizing-skincare-2023-11">personalized scents</a>.EveryHuman uses its AI platform, Algorithmic Perfumery, to create three custom perfumes for each shopper. It works by gathering data from a survey that asks customers over 20 personal questions, including, "What are your favorite activities?" and, "Which color represents you the best?""It's really a way for people to engage with smell on a much-broader level and take ownership of their own identity," Duerinck said.The three scents are generated based on interpretations of the data, he said. One perfume is created from the answers to the psychological questions in the survey. The second combines the psychological responses with the user's demographic information, such as age and location. The third perfume is created by considering how <a target="_blank" href="https://www.businessinsider.com/how-small-businesses-get-more-customer-reviews-use-feedback-2023-10">customers interacted</a> with the survey, like how much time they spent on a question.<div type="image" title="A woman in a mask looking at a custom perfume machine" height="2400" width="3600" msid="108798234" hostid="261" sizebytes="410530"></div>Each resulting perfume is built from 46 "<a target="_blank" href="https://www.everyhuman.com/us/about/accords">building blocks</a>," EveryHuman's term for its specific blends of scents, with each block containing anywhere from two to 20 ingredients. Some blocks are more familiar scent profiles like "rose" and "grapefruit," while others are more abstract like "sheer" and "metallic."The tool can create over 500 billion permutations of fragrances, Duerinck said."This platform is about opening up the medium of sense so people can relate to it a little bit more easily," Anahita Mekanik, a cofounder of EveryHuman, said.In November, EveryHuman partnered with The Fragrance Shop's <a target="_blank" href="https://fashionunited.uk/news/retail/the-fragrance-shop-opens-experiential-flagship-in-london/2023112172687">flagship store</a> in London so that customers could try their perfume-making machine.A <a target="_blank" href="https://www.businessinsider.com/smellmaxxing-explained-looksmaxxing-tiktok-men-cologne-jeremy-fragrance-body-odor-2024-1">fragrance reviewer</a> who goes by TJ Talks Scents told BI he tried the AI tool and said that it felt less daunting than the trial-and-error approach of buying perfumes online. "I think it's a good idea because some people don't know what they like in a perfume," he added.He said the machine had some technical difficulties but that he enjoyed two of the three generated fragrances because they matched his preference for sweet and woody notes. He added that the scents made him feel warm while living in the UK, where the weather is often cold and wet.<h2>AI could make its mark in the beauty industry</h2>One of the biggest concerns about AI is that it could <a target="_blank" href="https://www.businessinsider.com/chatgpt-jobs-at-risk-replacement-artificial-intelligence-ai-labor-trends-2023-02">threaten people's jobs</a>.Chaille de Nere told BI he didn't want that to happen in the fragrance industry. He said he believed "AI could support and inspire our perfumers, not replace them." NOS Emotiontech takes a similar stance; the briefs it shares with brands might be AI-generated, but the company has a staff of perfumers who create the scents.<div type="image" title="Perfume making machine putting fragrance into vials" height="2400" width="3600" msid="108798236" hostid="261" sizebytes="409978"></div>But some experts worry if AI initiatives will be built to last. Chaille de Nere described personalized perfumes as a "consumer trend" resulting from the industry experimenting with the new technology. Kinnmark added she's concerned that personalization "leads to less" because it adds <a target="_blank" href="https://www.businessinsider.com/beauty-shoppers-still-spending-big-as-us-consumers-cut-elsewhere-2023-3">more products</a> to the beauty industry and works against <a target="_blank" href="https://www.businessinsider.com/deinfluencing-is-the-anti-influencer-trend-rich-with-paradoxes-2023-1">contemporary movements</a> to limit the amount of spending on multitudes of items.AI could have a lasting impact on the industry's environmental regulations. Chaille de Nere said AI could support sustainability measures by creating chemical compositions made ethically and with safe materials. He added that Givaudan had been using AI to replace ingredients banned by local authorities or regulatory organizations because of their negative carbon footprint. In 2022, the chemical compound lilial — commonly found in floral perfumes — was phased out in all European Union products over allergenic concerns.While AI's role in the beauty industry has yet to take shape, the fragrance industry is betting on the technology. Perfume is moving further away from its status as a <a target="_blank" href="https://www.businessinsider.com/target-shoppers-love-designer-perfume-dupes-2024-2">luxury item</a>, and AI could be the key to making fragrances with more kinds of scents for more people.For Chaille de Nere, that could also mean rethinking fragrance's role as a beauty product and a means of a sensational experience."The main power of a fragrance is not to be liked or disliked," he said. "The main power is to create emotions."

AI is helping fragrance companies unlock the sensational possibilities of smell 

The mortal remains of industrialist Cyrus P. <keyword id="6391150" type="General" weightage="100" keywordseo="mistry" source="Orion">Mistry</keyword> - who was killed in a road accident this afternoon - will be taken to <keyword id="6358070" type="General" weightage="50" keywordseo="mumbai" source="Orion">Mumbai</keyword> for an autopsy even as the Pundole couple remain critical but stable in a hospital in Gujarat's Vapi, official sources said here late on Sunday. According to the hospital medicos, Dr Anahita Pundole is suffering from pneumothorax and hip fracture, but her blood pressure is maintained and she is under observation. Her husband Darius Pundole has suffered bilateral jaw fractures with a displaced jaw causing airways obstruction. A surgeon has pulled out the jaw with with wire fixation and cleared the airway clear and he is also stable. The injured couple is being handled by a team comprising Dr Nita Warty, Dr <keyword id="14897735" type="General" weightage="50" keywordseo="karl-vazifdar" source="Orion">Karl Vazifdar</keyword>, <keyword id="14897737" type="General" weightage="50" keywordseo="dr-mehli-nazir" source="Orion">Dr Mehli Nazir</keyword> and others. After keeping them there overnight, a decision will be taken on Monday for further course of treatment in Gujarat or Mumbai. The mortal remains of <keyword id="6356895" type="General" weightage="50" keywordseo="cyrus-mistry" source="Orion">Cyrus Mistry</keyword> and <keyword id="14897736" type="General" weightage="50" keywordseo="jehangir-pundole" source="Orion">Jehangir Pundole</keyword>, will be directly taken to Sir J.J. Hospital in Mumbai for a post-mortem examination. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/who-were-the-other-passengers-in-the-ill-fated-mistry-crash/articleshow/93994057.cms">Who were the other passengers in the ill-fated Mistry crash?</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/after-a-volatile-week-expect-markets-to-remain-rangebound-says-arun-kejriwal/articleshow/93993910.cms">After a volatile week expect markets to remain rangebound says Arun Kejriwal</a>

Mistry's body to undergo autopsy in Mumbai, Pundoles critical but stable

Police in <keyword id="13126" type="General" weightage="50" keywordseo="maharashtra" source="Orion">Maharashtra</keyword>'s Palghar district have obtained the <keyword id="6354857" type="General" weightage="80" keywordseo="cctv" source="Orion">CCTV</keyword> footage of the ill-fated <keyword id="6357420" type="General" weightage="50" keywordseo="mercedes" source="Orion">Mercedes</keyword> car in which <keyword id="6356895" type="General" weightage="80" keywordseo="cyrus-mistry" source="Orion">Cyrus Mistry</keyword>, former chairman of <keyword id="46894" type="General" weightage="50" keywordseo="tata-sons" source="Orion">Tata Sons</keyword>, was travelling to Mumbai, shortly before it crashed, killing him and his friend, an official said on Monday. The footage shows the car passing through the Dapchari check post in Palghar district at 2.21 pm on Sunday, he said. The car hit a road divider on a bridge over the Surya river on the Mumbai-Ahmedabad Highway at around 3 pm, killing <keyword id="6391150" type="General" weightage="100" keywordseo="mistry" source="Orion">Mistry</keyword> (54) and his friend Jahangir Pandole on the spot. The police team probing the crash are examining the CCTV footage for further leads, the official said. Another police officer said the person behind the wheel had covered a distance of 20km in just nine minutes, meaning the luxury car was being driven at a speed of 180-190 km per hour. The car was being driven by Mumbai-based gynaecologist Anahita Pandole (55), a family friend of Mistry, police have said. She and her husband Darius Pandole (60) were seriously injured in the accident and are undergoing treatment in a Mumbai hospital. The probe team will submit a detailed report which will be forwarded to Maharashtra Deputy Chief Minister Devendra Fadnavis, who has ordered an investigation into the road accident, he said. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/dreamfolks-services-beats-grey-market-expectations-lists-at-a-55-premium/articleshow/94017839.cms">DreamFolks Services beats grey market expectations, lists at a 55% premium</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/indias-external-debt-rose-8-2-in-2021-22-to-620-billion/articleshow/94017888.cms">India's external debt rose 8.2% in 2021-22 to $620 billion</a>

Police obtain CCTV footage of Cyrus Mistry's car moments before it crashed

<ul class="summary-list"><li>Early research has found a possible link between people's <a href="https://www.businessinsider.com/coronavirus-blood-type-severity-infections-2020-6">blood type and their coronavirus risk</a>.</li><li>Several preliminary studies found that people with Type O blood had a lower risk of getting the <keyword id="1754604" type="PERSON" weightage="60" keywordseo="coronavirus">coronavirus</keyword> or were less likely to develop a less severe infection if they did get it.</li><li>But that link is tenuous and shouldn't be used to judge a patient's risk. "No one should think they're protected," one expert said.</li><li>Research is split on which <keyword id="626726" type="PERSON" weightage="60" keywordseo="blood-types">blood types</keyword> are associated with higher risk of coronavirus infection.</li></ul>A handful of early studies have found that people with Type O blood may have a slight advantage during this pandemic.<a href="https://link.springer.com/article/10.1007/s00277-020-04169-1">Research</a> published over the weekend found that patients with Type O were less likely to test positive for <keyword id="8763838" type="UNKNOWN" weightage="60" keywordseo="covid-19">COVID-19</keyword> than patients with types A, B, or AB.An April study found a similar trend: The research (though yet to be peer-reviewed) <a href="https://www.medrxiv.org/content/10.1101/2020.04.08.20058073v1.full.pdf">analyzed 1,559 coronavirus patients</a> in New York City and found that a lower proportion had Type O blood.Other research has reported a link between patients' blood type and the severity of their infections, but these two studies did not. Overall, the jury is still out on whether your blood type affects your coronavirus risk in any significant way."No one should think they're protected," Nicholas Tatonetti, the lead author of the April study, <a href="https://www.nytimes.com/2020/07/15/science/coronavirus-blood-type.html">told The New York Times</a>.<h2>Type O associated 'with a lower risk of testing positive'</h2>The newest study on blood types examined nearly 1,300 coronavirus patients admitted to five hospitals in Massachusetts in March and April. The results showed that Type O blood "was associated with a lower risk of testing positive," the researchers said, while types B and AB came with a higher risk. Type A blood had no link to a patient's chance of a positive diagnosis.<div type="image" title="coronavirus hospital" height="683" width="1024" msid="76989401" hostid="261"></div>The research aligns with previous findings.In March, <a href="https://www.medrxiv.org/content/10.1101/2020.03.11.20031096v2">a study</a> of 2,173 coronavirus patients at three hospitals in the Chinese cities of Wuhan and Shenzhen also found that people with Type O blood had a lower risk of infection.<a href="https://www.nejm.org/doi/full/10.1056/NEJMoa2020283">A study</a> published last month in the New England Journal of Medicine found an even more substantive link: Patients in Italy and Spain with Type O blood had a 50% reduced risk of severe infection (cases requiring ventilation or supplemental oxygen) compared with patients with other blood types.More specifically, the study authors found that a region of the participants' genomes that helps code for blood type was linked to a patient's chances of developing severe symptoms.<h2>Research is split on whether any blood types are associated with higher risk</h2><div type="image" title="blood" height="1329" width="2000" msid="76989403" hostid="261"></div>O is the most common blood type. About 48% of Americans have Type O blood, <a href="https://obi.org/blood-donation/scientific-facts/">according to the Oklahoma Blood Institute</a>.In general, your blood type depends on the presence or absence of proteins called A and B antigens on the surface of red blood cells. People with O blood have neither antigen. This genetic trait is inherited from our parents.The New England Journal of Medicine study found that people with A antigens were 50% more likely to develop severe COVID-19 symptoms like respiratory failure.Research into whether people with Type A blood face a higher risk of getting infected in the first place doesn't paint a clear picture, however.The study in China found that patients with Type A blood were at higher risk for infection compared with people with other blood types. The April research also found that a higher proportion of infected patients studied had Type A blood. But the new study found that people with types B and AB had "higher odds of testing positive."<div type="image" title="A strip running a coronavirus antibody test on a blood samples." height="683" width="1024" msid="76989405" hostid="261"></div>Most researchers agree that it's too early to tell whether there's a strong link between blood type and infection risk.Dr. Eric Topol, the director of the Scripps Research Translational Institute, <a href="https://www.businessinsider.com/study-ties-blood-type-to-covid-19-risk-o-may-help-a-hurt-2020-6">told the Associated Press last month</a> that the evidence was "tentative" and that "it isn't enough of a signal to be sure."The link is so tenuous, in fact, that blood type shouldn't be one of the factors you use to assess your risk, experts say."I wouldn't even bring it up," Anahita Dua, a coauthor of the new study, <a href="https://www.nytimes.com/2020/07/15/science/coronavirus-blood-type.html">told The New York Times</a>.

Early research suggests people with Type O blood are slightly less likely to get the coronavirus

<ul class="summary-list"><li>As wealthy city dwellers <a href="https://www.businessinsider.com/upper-middle-class-priced-out-of-hamptons-rental-market-coronavirus-2020-5">fled NYC for the Hamptons</a>, many of the services that cater to them followed suit. </li><li>Avenues, an elite private school where tuition costs up to $56,400 a year, has <a href="https://www.businessinsider.com/nyc-private-school-opening-hamptons-avenues-2020-5">opened a Hamptons outpost.</a></li><li>In June, Bergdorf Goodman and Saks both launched same-day delivery services to the <keyword id="1737276" type="ORGANIZATION" weightage="60" keywordseo="Hamptons">Hamptons</keyword>, and a slew of high-end retailers have opened summer pop-ups in the area.</li><li>Top <keyword id="1105" type="PERSON" weightage="60" keywordseo="art">art</keyword> galleries such as Sotheby's and Pace have announced new branches opening in the Hamptons.</li></ul>For those who frequent the Hamptons, summer was never canceled. If anything, it started early.Most summers, wealthy people flock to their second homes starting with Memorial Day weekend. This year, that exodus began in March as the coronavirus started sweeping through New York City.Wealthy areas of the city — including the Upper East Side, the West Village, Soho, and Brooklyn Heights — saw a residential population decline of at least 40%, <a href="https://www.nytimes.com/interactive/2020/05/15/upshot/who-left-new-york-coronavirus.html?action=click&amp;module=Editors%20Picks&amp;pgtype=HomepageHomepage">The New York Times</a> reported in May. Many city residents fled en masse to their second homes in places like <a href="https://www.businessinsider.com/wealthy-city-dwellers-nantucket-coronavirus-pandemic-2020-3">Nantucket</a>, <a href="https://www.businessinsider.com/locals-petition-to-close-cape-cod-bridge-to-prevent-fleers-2020-4">Cape Cod</a>, and, of course, the Hamptons — the famous "playground for the rich," approximately 100 miles from NYC.The sudden and early surge in residents caused <a href="https://www.wsj.com/articles/diplomats-ceos-flee-to-the-hamptons-as-coronavirus-cases-surge-in-nyc-11585162874">a brief supply shortage</a> in Hamptons grocery stores as well as a surge in rental prices, <a href="https://www.businessinsider.com/upper-middle-class-priced-out-of-hamptons-rental-market-coronavirus-2020-5">as extensively covered by Business Insider</a>.Alexis Wolfe is the director of brand partnerships at dating-advice website <a href="https://www.instagram.com/nycdatenite/">NYCDATENITE</a>. She told Business Insider she and her family headed to the Hamptons in May, and that the house-hunting process was harder than usual."My parents started looking for homes in March," she said. "The prices are crazy. There is not a lot of inventory. It's not easy." Her parents eventually found a rental home in Sagaponack. Now, she says, they have no plans to return to New York City after the pandemic subsides."My parents have been thinking about buying a house out here for years and it seems like this pandemic gave them the push that they needed," she said.Now, with the summertime exodus to the Hamptons in full swing and some of those people, like Wolfe's parents, <a href="https://www.wsj.com/articles/new-yorkers-who-fled-to-hamptons-amid-coronavirus-look-at-enrolling-11589972255">considering making the change permanent</a>, many of the NYC-based businesses that cater to a wealthy clientele have devised a simple solution: Follow those clients to the Hamptons. <h2>Schools, shopping, fine dining </h2>The Hamptons didn't exactly have a dearth of high-end establishments prior to the pandemic.There's the <a href="http://www.toppingrosehouse.com/">Topping Rose House</a> in Sag Harbor, a <keyword id="6363239" type="UNKNOWN" weightage="60" keywordseo="luxury">luxury</keyword> hotel known for throwing lively events like Veuve Clicquot's 4th of July Garden Picnic. There are popular art galleries like <a href="https://parrishart.org/?gclid=EAIaIQobChMIhvWY3anN6gIVBJyzCh2eNAyCEAAYASAAEgIA9PD_BwE">Parrish Art Museum</a> and the <a href="https://www.eastendcultureclub.com/">East End Culture Club</a>. And then there's the shopping, with boutiques including <a href="https://www.thereformation.com/pages/stores">Reformation Beach House</a>, the <a href="https://us.jimmychoo.com/en/in-my-choos-the-edit/hamptons-pop-up.html">Jimmy Choo pop-up,</a> and last year's <a href="https://www.harpersbazaar.com/culture/travel-dining/g7410/hamptons-shopping-guide/">Gucci pop-up</a> at the vintage haven Melet Mercantile.The area is also home to a well-established nightlife scene."Every summer my girlfriends and I would plan a handful of trips to Montauk," Wolfe told Business Insider. "We would look forward to the social aspect of it all — drinks at <a href="https://www.navybeach.com/">Navy Beach</a>, day parties at <a href="https://www.gurneysresorts.com/montauk">Gurney's</a>, dinner at <a href="http://crowsnestmtk.com/">Crows Nest</a>."But now, a new batch of names is joining the circuit and bringing the big-city element along with it. On the list of new businesses in the Hamptons are not just restaurants and galleries, but schools, boutiques, and services, too.In May, Business Insider's Katie Warren reported that <a href="https://www.avenues.org/nyc/visit-us?gclid=EAIaIQobChMIgZjA1b3K6gIVAobICh2tPAOJEAAYASAAEgLyVfD_BwE&amp;ef_id=EAIaIQobChMIgZjA1b3K6gIVAobICh2tPAOJEAAYASAAEgLyVfD_BwE:G:s&amp;adidnum=g_avenues%20the%20world%20school20school">Avenues: The World School</a>, an elite private school with locations in New York City, Brazil, and China, will <a href="https://www.businessinsider.com/nyc-private-school-opening-hamptons-avenues-2020-5">open a new outpost</a>, Avenues Studio Hamptons, in August. The academic classes <a href="https://studio.avenues.org/">will be conducted online</a>, but the school will have an open-space studio for individual meetings and collaborative projects to take place. The tuition for the Hamptons location is $48,000, nearly 15% less than the $56,400 price tag of the Manhattan location. Each student at Avenues Studio Hamptons is set to get a MacBook and an iPad.<div type="image" title="avenues nyc" height="3091" width="4121" msid="77209951" hostid="261"></div>The shopping scene is evolving, too.In June, <a href="https://www.bergdorfgoodman.com/c/bg-hamptons-same-day-delivery-cat633008">Bergdorf Goodman</a> and <a href="https://www.saksfifthavenue.com/Entry.jsp">Saks</a>, both of which are famous for the luxury brands they carry and their high price tags, launched same-day delivery services to the Hamptons. Saks also <a href="https://www.businessinsider.com/nordstrom-saks-fifth-avenue-reopen-nyc-after-covid-19-closures-2020-6">launched</a> its new invite-only Saks at Home service, where customers can try on items at home, keep what they like, and have a Saks representative pick up the rest.<div type="image" title="A person walks by Bergdorf Goodman on Fifth Avenue as retailers reported a downturn in sales related to the coronavirus outbreak in Manhattan, New York City, New York, U.S., March 13, 2020. REUTERS/Andrew Kelly" height="4297" width="5729" msid="77209955" hostid="261"></div>Then there are the pop-ups. On July 13, <a href="https://nypost.com/2020/07/13/giorgio-armani-opens-first-hamptons-pop-up-shop/">Page Six's Anahita Moussavian</a> reported that <a href="https://www.businessinsider.com/giorgio-armani-disputes-forbes-net-worth-the-guardian-interview-2019-12">Giorgio Armani</a> is opening its first-ever pop-up location in East Hampton. Jimmy Choo <a href="https://us.jimmychoo.com/en/in-my-choos-the-edit/hamptons-pop-up.html">will be returning</a> to its East Hampton pop up location. And Akris, home to items like a $2,990 <a href="https://us.akris.com/">cardigan</a> and a $1,990 leather <a href="https://us.akris.com/products/small-aicon-leather-tote-bag-with-embossed-details-hite">tote</a>, made its Hamptons <a href="https://wwd.com/business-news/retail/akris-pops-into-southampton-for-the-first-time-1203684726/">debut</a> this summer with a Southampton pop-up.Top-notch NYC restaurants have also announced delivery to the Hamptons.The Wall Street Journal reported that NoHo restaurants <a href="https://ilbuco.com/">Il Buco and Il Buco Alimentari</a> have <a href="https://www.wsj.com/articles/new-york-city-restaurants-open-outposts-in-the-hamptons-this-summer-11593864000">headed to the East End,</a> along with the Flatiron District's Rezdôra. Bakeries like <a href="https://www.eileenscheesecake.com/">Eileen's Special Cheesecake and Breads Bakery</a> have started delivering to the area.<a href="https://carbonenewyork.com/">Carbone</a>, the Michelin-starred Greenwich Village restaurant where reservations are notoriously hard to come by, has launched both a pickup service and a Hamptons pop-up. <a href="https://ny.eater.com/2020/5/4/21246513/carbone-hamptons-delivery-nyc-restaurants">Eater</a> reported in May that Carbone Home costs $500 a week for a four-week minimum commitment (totalling a minimum of at least $2,000) and is "designed to be cooked and finished in your home." The deadline for Carbone Home <a href="https://avenuemagazine.com/carbone-hamptons-delivery-service/">services passed in late May</a>, and it is unclear if the restaurant intends to restart the service. Meanwhile, Carbone's Hamptons' pop-up restaurant features the same signature dishes as its New York City location. After dinner, residents can now catch <a href="https://www.businessinsider.com/how-5-key-art-industry-insiders-are-handling-coronavirus-pandemic-2020-5">an evening art show</a> at Sotheby's first-ever <a href="https://www.sothebysrealty.com/eng?gclid=EAIaIQobChMIka-gwL3K6gIVja_ICh0b-wzTEAAYASAAEgKodfD_BwE&amp;gclsrc=aw.dsw.ds">East Hampton gallery</a>, which opened in late June. The gallery will showcase Postwar and Contemporary art by <a href="https://www.businessinsider.com/famous-paintings-that-sold-for-millions-over-original-value-masterworks-2020-5">Andy Warhol, George Condo, and Ed Ruscha</a>, as well as wristwatches by <a href="https://www.businessinsider.com/patek-philippe-new-production-building-limited-edition-watch-2020-6">Patek Philippe</a> and <a href="https://www.businessinsider.com/wealthy-people-buying-luxury-watches-as-they-shift-from-stocks-2020-4">Rolex</a>, and jewels from Cartier, Van Cleef &amp; Arpels, and Bulgari. That's in addition to <a href="https://www.nytimes.com/2020/07/12/arts/design/eastward-ho-even-art-is-leaving-for-the-hamptons.html">four other major galleries —</a> <a href="https://www.pacegallery.com/">Pace,</a> <a href="https://www.skarstedt.com/">Skarstedt</a>, <a href="https://www.vdwny.com/">Van de Weghe</a>, and <a href="https://michaelwerner.com/">Michael Werner</a> — that all expanded to the Hamptons in June.<div type="image" title="SOTHEBYS" height="1365" width="2048" msid="77209956" hostid="261"></div><h2>Mixed reactions to the influx of new businesses</h2>Most of the Hamptons-goers Business Insider spoke to had positive reactions to the new wave of businesses relocating to the Hamptons, particularly the restaurants."If a restaurant has an opportunity to do it, then why not?" said Wolfe.Andy Wang, who is originally from Los Angeles, has been going to the North Fork for years and headed out there this year in June. He told Business Insider that he loved Carbone's pop-up service and that in a pre-corona world, he had been to both the New York City restaurant and its Las Vegas outpost. "I'm planning to order again from them soon," he said. "Prices are in line with New York City, and it's worth it for the quality of the food."Others, however, expressed something more like ambivalence to the wave of openings. Phillip Michael, <a href="https://www.instagram.com/phillipmichaelsart/">a Miami-based artist</a> who summers in the Hamptons, told Business Insider that he typically shows his art in outdoor fairs."I've been showing my work directly [so the influx] of galleries hasn't personally affected me," Michael said. "I'm just reaching out to people that I've connected with in the past, and staying active on Instagram."Lizabeth Zindel, founder of the <keyword id="6354692" type="UNKNOWN" weightage="60" keywordseo="Travel">travel</keyword> guidebook <a href="https://www.instagram.com/hamptonssocial/">Hamptons Social</a>, had mixed feelings about the new wave of businesses."On one hand, you don't want to see business taken away from the local restaurants. This is their time to make money and they wait all year and the summer is when they bring in most of their business," she said. "But at the same time, the businesses in New York are suffering, and they have the right to come out here." But <a href="https://www.instagram.com/vegheadchef/">Tina DeJesus</a>, a private chef currently working for a family in Southhampton, told Business Insider that local establishments have to worry about more than just the influx of businesses from the city. She said many wealthy families are simply hiring people like her to recreate their favorite restaurant meals at home."People made the shift to having a private chef because it's so much more customized, it's in your home, you're minimizing the number of people handling your food," she said. "A lot of private chefs I know, they're overbooked. This season, small businesses are definitely going to take a hit."

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