“What exists in people’s minds is not technology but are metaphors, are boxes, by which they can almost create the catalogue of reality. They can relate it to what they see. I can make you the example of the automotive; at the beginning of the last century in Vienna, London, in a few cities, you would see around the same wagons that were once pulled by horses, they were now pulled by a engine in front of the wagon. The metaphor people had to express the automobile, was a wagon, as they knew, in the same shape, with the same lights and with the same place for the guy who was driving. But instead of the horse, which is the biological engine, there was a mechanical engine.”

Marco Bevolo, Design Director at Philips Design