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NAKED WITHOUT OUR STUFF Benoit Beaufils and Riccardo Cristiani, June 22nd, 2010
What is a crisis? Everybody remembers the shock felt when, on the 11th September of 2001, two airplanes hit the World Trade Center in New York City. Everyone knows exactly where they were and what they were doing when they heard the news. It’s a moment well imprinted in our memories because it challenged how we perceived our world. That moment was exactly the beginning of a crisis that probably is still present in our lives. It was a moment of emotional hazard, fear and terror. A moment where our familiar and reassuring ways of looking at the world appeared to be false and useless. Crises start in this way, with an unexpected event that is difficult for us to understand, to be approached with reassuring feelings and dealt with our familiar strategies. It scares us and generates a sense of mistrust towards those things that until that moment were a source of stability and comfort. It is a situation BRANDS IN TIMES OF CRISIS
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