What happens is people - especially, I think, audiences in the United States - people confront new things a little bit afraid. It's like when you're a kid and your mother puts something on your plate you never ate before. I think that American audiences are very much like that, and when they can accept something new they can accept the next new thing, it's incredible. And what happens is that their expectation of what things should be is elevated, and that's really terrific for us.

Technology is something that grows and changes, and what I need to do is find out what it can do so it can do what I want it to do. And I want it to do whatever I want it to do really fast. And it's fantastic.

I love the big scale and immediate impact of posters. They're my favourite things to design.

Whatever you design[/make/build], use it to raise the expectations of what can be achieved

Identity means "how do I get known? How do I expressmyself?" and that's generally what I'm helping somebody do. It may be three dimensional, it may be a public space, it may involve government,it may involve cultural institutions, it may involve corporations, it may involve editorial publications - it can be anything, really.

For people who make inventions, whether they make scientific inventions or artistic inventions, they're driven by pretty much the same thing. It's some mistrust from somebody saying it couldn't be a certain way, and overthrowing that. But that can happen at any point in history, at any time you come along. It doesn't get better or worse because you're born in this era or that era - I think it's more individualistic. It comes from within, you know, it's an internal thing.

Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?