SETUP is an Utrecht-based medialab, established in 2010 Combining our research background with artistic practice, we strive to create an enriched, critical stance towards emerging technologies. What impact do new technologies have on society? What negative consequences can digitalization have and how can we steer developments towards more fruitful futures? To make this happen, we collaborate with artists, designers, scientists and other specialists in artistic research to imagine and visualize these possible futures. Over the years, we have developed a distinctive style, which allows us to translate complex issues into mediagenic, straight-to-the-heart projects and works of art. We stimulate people to create an ethical countermovement. To see what we can – or have to – do differently. That is why our artistic research is aimed at a wide audience and why we collaborate with governmental institutions, schools, libraries and other organizations.