Dymov opened a chain of high-quality, low-cost, instantly trendy sausage-and-beer halls called Dymov No. 1. "I'm not interested in Ferraris or the Côte d'Azur," he says. "I care about who I am and what I'm doing in life. It's like Maslow's Pyramid: First you think about how to survive, then you think about luxury and status, and then you think about your soul."