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THIS IS
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HARD TECHNOLOGY, SOFTENED.
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HARD TECHNOLOGY, SOFTENED.
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AUTOMATION
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AUTOMATION
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Hard Technology, softened.
Technology can beHard or Soft and everything in between. Hard
technologies areWKHSK\VLFDOVWXOLNHa fridge, cell phone oran ipad.
Technology that can be instrumented, automated and
connectedWRFRPSXWHUQHWZRUNV
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Hard Technology, softened.
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HUMAN TOUCH
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HUMAN TOUCH
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Hard Technology, softened.
Soft technologies exist mainly in peoples heads. Soft ones are
carried outby humans rather than PDFKLQHVOLNHNQLWWLQJIRUinstance.
Knitting needles need people to be of any use to us. Sewing,
PDNLQJEUHDGSOD\LQJDPXVLFDOLQVWUXPHQWWKHVHDUHDOOKXPDQVNLOOVVRIWtechnologies.
Soft is emotional,Hard is functional.
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Hard Technology, softened.
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Hard Technology, softened.
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Hard Technology, softened.
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WIRED
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WIRED
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Technology is nowthe foundation on which we have built our
lives. Were wired 24/7.No part of lifeis untouched.People are able
to share their thoughts and interact with millions of people at
once. The number of devices that are connected to the Internet
LVJURZLQJPDVVLYHO\DQGis set to continue.
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Hard Technology, softened.
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Hard Technology, softened.
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We can connectwith each other and also with objects, services
DQGSURGXFWVDQGLQRQHDutch farmers
case,HYHQKLVFRZVLIRQHLVVLFNRUSUHJQDQWLWVHQGVa message to him usinga
wireless sensor!
Hard Technology, softened.
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Hard Technology, softened.
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INTERACT
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INTERACT
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Hard Technology, softened.
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Despite all the hardware being brandished across the globe, we
are still KXPDQVWLOOHVKDQGEORRGZLWKHPRWLRQVdesires and needs and
that has to be captured LQSKRWRJUDSK\UHHFWLQJhow we live and
interact today.
Hard Technology, softened.
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Hard Technology, softened.
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CONTACT
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CONTACT
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Hard Technology, softened.
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We want immersive imagery. Experiential imagery. Imagery where
ZHFDQIHHOVRPHWKLQJan emotion, the sun onour faces, a senseof smell,
living life to the full. Technology is a meansto that end, not an
endin itself.
Hard Technology, softened.
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Hard Technology, softened.
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Hard Technology, softened.
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Hard Technology, softened.
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Hard Technology, softened.
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Photographer:Mischa KeijserArt
Director:TomLocation:Netherlands
Photographer:Raphye AlexiusArt Director:ChristinaLocation:Los
Angeles
Photographer:Gary John NormanArt Director:LisaLocation:USA
Photographer:Phil FiskArt Director:LeeLocation:London
Photographer:Mick RyanArt Director:LeeLocation:Wuhu, China
Photographer:Rimagine Group LtdArt Director:LieselLocation:China
/ Bejing
Photographer:Mischa KeijserArt
Director:TomLocation:Netherlands
Photographer:-YHUJLZJV9PKVSArt Director:TomLocation:Italy
Photographer:Monty RakusenArt Director:LeeLocation:UK
Photographer:Lena Mirisola Art Director:LisaLocation:USA
Photographer:Rafe SwanArt Director:LeeLocation:High Wycombe,
UK
Photographer:Elke MeitzelArt
Director:SarahLocation:Australia
Photographer:Daniel IngoldArt Director:SiriLocation:Germany /
Munich
Photographer:Frank Van DelftArt
Director:TomLocation:Netherlands
Photographer:Monty RakusenArt Director:LeeLocation:UK
Photographer:Phillip Lee HarveyArt
Director:AshleyLocation:London
Photographer:Chad SpringerArt Director:ChristinaLocation:New
Jersey
Photographer:SuedhangArt Director:SiriLocation:Germany /
Munich
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Hard Technology, softened.
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Photographer:Aleli DezmenArt Director:TomLocation:Spain
Photographer:Matt Hoover PhotoArt
Director:ChristinaLocation:Missouri
Photographer:Chad SpringerArt Director:ChristinaLocation:New
York
Photographer:Steve PrezantArt Director:LisaLocation:New York
City
Photographer:Henn photographyArt
Director:TomLocation:Iceland
Photographer:Steve PrezantArt Director:LisaLocation:New York
City
Photographer:Chad SpringerArt Director:ChristinaLocation:New
York
Photographer:Phillip Lee HarveyArt
Director:AshleyLocation:London
Photographer:Christine schneiderArt
Director:SiriLocation:Germany / Munich
Photographer:Guido CavalliniArt Director:TomLocation:Italy
Photographer:Peter MullerArt Director:Sarah
PerkinsLocation:UK
Photographer:Antonio SabaArt Director:TomLocation:Italy
Photographer:Chad SpringerArt Director:ChristinaLocation:New
Jersey
Photographer:Manuela LarisseggerArt
Director:SarahLocation:Vienna
Photographer:Luc BeziatArt Director:TomLocation:France
Photographer:Edwin JimenezArt Director:ChristinaLocation:New
York
Photographer:Seb OliverArt Director:SiriLocation:USA / LA
Photographer:Chad SpringerArt Director:ChristinaLocation:New
York
Photographer:Chad SpringerArt Director:ChristinaLocation:New
York
Photographer:Chad SpringerArt Director:ChristinaLocation:New
York
Photographer:Chad SpringerArt Director:ChristinaLocation:New
Jersey
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