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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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