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Adobe Engage: Fighting Against The Architecture of the Space

I am in San Francisco at Adobe’s Engage event. There is a lot of brainpower here at the company’s office at 601 Townsend. The idea behind the event is to unveil a bunch of cool apps based on Adobe’s latest technologies, and to bring some smart people together to talk about them. Its like a mini-Demo for Adobe Apollo – the company’s once and future single runtime that implements HTML, PDF and Flash.

I liked the short introduction from David Mendels, senior VP enterprise and developer solutions, when he talked about how the layout of the room is a little formal, based on a presenter and an audience, rather than being a roundtable of more participatory environment. He asked for participation, saying:

 “We need to fight against the architecture of the space”.

What a sweet metaphor for creating more “engaging” or participatory approaches- the old 2.0* theme in one elegant phrase. We’re now fighting against architectures of non-participation, spaces that don’t encourage engagement.

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