ADM is a young company with a very clever new idea. They must get it to the market quickly and appear to have the track record to make it believable. Everything had to look like it ran by magic

Provide a radical shell to set the image and hide the large number of cables. The product would stand free for greater impact and access. A conference room at one end and an equipment room at the other provided the structural stability to make it all work

They sold their next 1 1/2 year's production and had to grow to meet the demand.

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