Post #2192008
2026-05-04 16:45 UTC
triggered by the latest wave of AI hype – and the hopes and fears it projects onto the graphic design profession and society at large – I decided to learn more about how the ‘cloud’ manifests itself in the physical world and why it has come to dominate our everyday private and professional lives.
hyperscale data centres are at the core of the current AI expansion. and ‘they are growing like mushrooms’. this led me to initiate ‘cloud factories’, a research project in the context of my publishing practice @papertrail together with @livliilvil@waag.social
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@apsiapsi@typo.social 2026-05-04 16:49
our field research led us to talavera de la reina, located in a dry and economically stagnating region in central spain. the town had been chosen by meta as the site of its newest hyperscale data centre. ‘the fire has reached the stream. the green corridor is now black’. when i open the message, i am greeted by a short video showing a large plume of smoke emerging from the charred remains of the grass land I had still been wandering through only a few hours ago.