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"Incandescent lights focus on ambers and reds, " says the company's chief design officer, Rogier van der Heide.
BBC: Rijksmuseum set for grand reopening in Amsterdam
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Fab was founded in February 2010 by CEO Jason Goldberg (formerly of XING AG, socialmedian, and Jobster) and Chief Design Officer Bradford Shellhammer.
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"The overall economy at the upper sphere is doing very well, " says Jerry Gore, chief executive officer of Gore Design Completions Ltd. in San Antonio, Texas.
WSJ: Demand Soars for Firms That Fit Out Private Jets
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That's because the iPhone's severe design isn't about aesthetics: it's a solution to the very modern problem of how to combine computing, communications and mobility in a single device, says Mark Rolston, chief creative officer at Frog Design, which has worked on projects from Logitech devices to online services for Blockbuster (nyse: BBI - news - people ).
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Digital Forming, a related company (where Dr Mahdavi is chief technology officer), uses 3D design software to help consumers customise mass-produced products.
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"There is a lot of talk about how the age of conspicuous consumption is over, " says Richard Wise, chief executive officer of Lippincott, a brand strategy and design firm in New York.
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Greenstart hired David Merkoski, who was the executive creative director at Frog Design, earlier this year to be its chief creative officer and to help its companies improve their product and service designs.
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Fisker, an expert in design, founded the company with Bernhard Koehler, current chief operating officer of the company.
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Merchant and Chief Digital Officer Rachel Haot announced the winning prototypes from the Reinvent Payphones Design Challenge, a competition that engaged hundreds of urban designers, planners, technologists and policy experts to create physical and virtual prototypes that imagine the future of the City's approximately 11, 000 public pay telephones.
ENGADGET: NYC awards six Reinvent Payphones finalists, asks public to select favorite via Facebook
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"The VIZIO TV and audio holiday line-up provides access to leading edge innovations and modern design at an unbeatable total value, " said Matt McRae, VIZIO Chief Technology Officer.
ENGADGET: Four new soundbars from Vizio, just in time for the holidays