THIS IS HARD TECHNOLOGY, SOFTENED

02

THIS IS

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HARD TECHNOLO

OGY, SOFTENED.

AUTOM

MATION

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Technology can be ‘Hard’ or ‘Soft’ and everything in between.

Hard technologies are a fridge, cell phone or an ipad. Technology that can be instrumented, automated and connected

Hard Technology, softened.

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Hard Technology, softened.

HUMAN

N TOUCH

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‘Soft’ technologies exist mainly in people’s heads.

Soft ones are carried out by humans rather than instance. Knitting needles need people to be of any use to us. Sewing,

technologies.

‘Soft’ is emotional, ‘Hard’ is functional.

Hard Technology, softened.

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Hard Technology, softened.

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Hard Technology, softened.

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WIR

RED

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Technology is now the foundation on which we have built our lives.

We’re wired 24/7.

No part of life is 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 is set to continue.

Hard Technology, softened.

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We can connect with each other and also with objects, services Dutch farmer’s case, a message to him using a wireless sensor!

Hard Technology, softened.

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Hard Technology, softened.

INTE

ERACT

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Despite all the hardware being brandished across the globe, we are still desires and needs and that has to be captured how we live and interact today.

Hard Technology, softened.

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Hard Technology, softened.

CONT

TACT

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We want immersive imagery. Experiential imagery. Imagery where an emotion, the sun on our faces, a sense of smell, living life to the full.

Technology is a means to that end, not an end in 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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Photographer: Gary John Norman Art Director: Lisa Location: USA

Photographer: Mick Ryan Art Director: Lee Location: Wuhu, China

Photographer: Mischa Keijser Art Director: Tom Location: Netherlands

Photographer: Monty Rakusen Art Director: Lee Location: UK

Photographer: Rafe Swan Art Director: Lee Location: High Wycombe, UK

Photographer: Mischa Keijser Art Director: Tom Location: Netherlands

Photographer: Phil Fisk Art Director: Lee Location: London

Photographer: Rimagine Group Ltd Art Director: Liesel Location: China / Bejing

Photographer: Art Director: Tom Location: Italy

Photographer: Lena Mirisola Art Director: Lisa Location: USA

Photographer: Elke Meitzel Art Director: Sarah Location: Australia

Photographer: Raphye Alexius Art Director: Christina Location: Los Angeles

Photographer: Suedhang Art Director: Siri Location: Germany / Munich

Photographer: Daniel Ingold Art Director: Siri Location: Germany / Munich

Photographer: Frank Van Delft Art Director: Tom Location: Netherlands

Photographer: Monty Rakusen Art Director: Lee Location: UK

Photographer: Phillip Lee Harvey Art Director: Ashley Location: London

Photographer: Chad Springer Art Director: Christina Location: New Jersey

Hard Technology, softened.

Photographer: Chad Springer Art Director: Christina Location: New York

Photographer: Aleli Dezmen Art Director: Tom Location: Spain

Photographer: Matt Hoover Photo Art Director: Christina Location: Missouri

Photographer: Chad Springer Art Director: Christina Location: New York

Photographer: Chad Springer Art Director: Christina Location: New Jersey Photographer: Seb Oliver Art Director: Siri Location: USA / LA

Photographer: Chad Springer Art Director: Christina Location: New York

Photographer: Steve Prezant Art Director: Lisa Location: New York City

Photographer: Chad Springer Art Director: Christina Location: New York

Photographer: Guido Cavallini Art Director: Tom Location: Italy Photographer: Phillip Lee Harvey Art Director: Ashley Location: London

Photographer: Peter Muller Art Director: Sarah Perkins Location: UK

Photographer: Antonio Saba Art Director: Tom Location: Italy

Photographer: Luc Beziat Art Director: Tom Location: France

Photographer: Chad Springer Art Director: Christina Location: New Jersey Photographer: Edwin Jimenez Art Director: Christina Location: New York

Photographer: Henn photography Art Director: Tom Location: Iceland

Photographer: Steve Prezant Art Director: Lisa Location: New York City

Photographer: Christine schneider Art Director: Siri Location: Germany / Munich

Photographer: Chad Springer Art Director: Christina Location: New York

Photographer: Manuela Larissegger Art Director: Sarah Location: Vienna

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