Merck 2014 Annual Report Download - page 30

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25MAGAZINE → A crystal clear future
“ ONCE MEDIA ELEMENTS STOP BEING
SEEN AS EXCEPTIONAL SPOTS COINED
BY HIGH INTENSITY IN EVERY POSSI-
BLE WAY – COLOR, SPEED, RESOLUTION,
CONTENT, NARRATION, COST, ENERGY –
WE EXPECT THAT MEDIA ELEMENTS WILL
MERGE INTO ARCHITECTURE AT A
MUCH LOWER LEVEL OF INTENSITY AND
ON A MUCH LARGER PHYSICAL SCALE.”
TIM EDLER, REALITIES:UNITED →
In 2000, the brothers Tim Edler and Jan Edler founded
realities:united, a studio for art, architecture and
technology. They develop and support architectural
solutions, usually incorporating new media and infor-
mation technologies.
ADAM GREENFIELD, URBANSCALE →
An American writer and urbanist, Greenfield is
the founder and managing director of Urbanscale,
an urban systems design practice based in New York.
“ WE ENGINEER TOOLS TO SERVE
A GIVEN END, WE DEPLOY
THEM INTO THE WORLD, AND THE
WORLD MOLDS ITSELF AROUND
THEIR PRESENCE, CREATING NEW
DESIRES, NEW DEMANDS, NEW
RISKS AND NEW OPPORTUNITIES.”