We live in interesting times. Technological know-how is spreading through the Internet at hitherto unknown speeds. Homegrown engineers are developing excellent, innovative products - often far better than those marketed by large corporations.
Out of all of the emerging state-of-the-art technologies, it is especially worth paying attention to "3D printing". Instead of injecting ink onto a flat surface, 3D Printers "print" using a variety of plastic particles. To put it simply: we load our ready project onto our computer and the machine "prints" a real, existing object - or perhaps even another machine.
Previously, if you wanted to organise a professional graphic design studio, make music, etc., you needed a huge amount of expensive equipment. Today, thanks to personal computers, it can be done at a minimal cost (and even in the comfort of your bedroom).
3D printers will have the same effect on industrial production. In our home workshop, we will be able to manufacture products which do not differ in complexity and craftsmanship from those produced by large, specialised factories. A new Industrial Revolution awaits.
What's that got to do with our exhibition? Well, this change will also turn the advertising market on its head. Instead of big-budget, large-scale advertising campaigns, we’ll see specialised ads by niche manufacturers.
Imagine a world in which big corporations will be replaced by legions of small workshops.