It’s a private cloud, but not as we know it

I thought you might like this to start your Monday morning: Dutch artist Berndnaut Smilde is active in the private cloud business – literally. He regulates temperature and humidity of spaces, and then with a burst from a fow machine he creates a real cloud inside the room. Unfortunately, you can’t visit the clouds in any museum: they collapse after af a few moments. Only a few people have ever had the pleasure of observing them in the wild (see video below).

In an interview with the Daily Mail, Smilde said he wanted to make the image of a typical Dutch rain cloud, inside of a space: ‘I imagined walking into a classical museum hall with just empty walls,’ he said. ‘There was nothing to see except for a rain cloud hanging around in the room. I wanted to make a very clear image, an almost cliche and cartoon-like visualization of having bad luck. ”Indeed there’s nothing here and bullocks, it’s starting to rain!”‘

Watch a video of Smilde’s private cloud:

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Raf Weverbergh

Editor of whiteboard. Raf Weverbergh was a magazine journalist whose work appeared in magazines like Rolling Stone, Playboy, Mail on Sunday, Publico and South China Morning Post. He is the co-founder of FINN, a corporate communications agency where he advises startups and multinationals on their PR and Mustr, the easiest media database for PR professionals. You can contact him on Twitter, Linkedin or Skype (rafweverbergh).