REINVENTING THE SPIEL
t’s not clear exactly when the behemoth that is the English language sucked up a word that once referred exclusively to a diminutive French shop — ‘boutique’ — before spitting it out as a cheap marketing bijou that could be used to refer to anything ‘small but cool’, from record labels to investment banks via talent agencies, campsites and dairies. But if the phrase ‘boutique hotel’ is to solider on
