This fellowship will enable her to make several trips to Canada and the USA to the two leading laboratories in Scanning Transmission X-Ray Microscopy, a technique which Dr Coker will employ to image bacteria and minerals in real world environment.

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The output is then relayed into a 1.4 mm thick plastic waveguide lens with input and output hologram structures on the surface which squeezes the light down the waveguide and then two dimensionally expands the image back into the user's eye, creating an image that is then mixed into the real world.

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"What is so exciting about seeing these films is that they really represent just another conception of cinema, one far more based on the image, less on notions of continuity or creating a real world for the action to take place in, " says Pena.

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Is Amazon going to put up thousands of real, physical stores all around the country (and the world) to create the same brand image?

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