​We believe in the need of having an “art which is not a mirror to reflect reality, but a hammer to shape it,” as dreamed by the famous German Poet Bartolt Brencht. 

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iDNA is based on a pragmatic human-centered philosophical bases, and trans-disciplinary approach, where spaces are intelligent living things which are able to change and adapt .

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We are motivated by Negroponte's work strategy "Publish or Perish".

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