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So we get a lot of lateral thinking into our own innovation process which is extremely refreshing. >> what's the driving force when you think of 2050 and greater urbanization? is it using less space, environmentally cleaner? what tends to be the driving force for these students? >> i think to be quite honest, it's all of the above that you mentioned. and i think you just have to accept the simple fact that there are going to be a lot more of us. we're not going to accept a lower quality of life. so we have to create what i would refer to as some kind of a morphed living space where you have di...

Big ideas for the future. we love this segment. today's, concept for the second space age. that's the them of electrolux design labs. they're design students but they come up with ideas and solutions for things in your home for the year 2050. this is what i love. people thinking about the future. henrik auto joins me, the senior vice president of design for electrolux. what is this about, this contest? what's it supposed to do? >> well, it's a contest where we get input where students, we get creative ideas or ways to create appliances for the future. >> and they get a prize? >> yes, of course...