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The Braun products, by retaining the same basic character through decades of change, appeal to an illusion that is extremely attractive right now. They offer the promise of rational solutions, the fantasy that things—things in the bathroom and the kitchen, at least—really can be brought under control.

I would like to design a new clock based on solid-state technology

Dieter Rams is an industrial designer closely associated with the consumer products company Braun and the Functionalist school of industrial design. His unobtrusive approach and belief in "less but better" design generated a timeless quality.

Dieter Rams

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