Holography for strongly coupled media

We discuss some recent attempts to apply AdS/CFT correspondence to systems with finite temperature and chemical potential, emphasizing the hydrodynamic aspects. We also discuss the system of nonrelativistic fermions at unitarity, the Schrödinger symmetry and possible directions for constructing a holographic dual of this system. This is the write-up of lectures delivered at Cargese and TASI schools of 2010.