North is based around the simple idea that wherever you are in the world, there is always another place out there that is important to you and you have a relationship with.
It visualises this relationship by giving out more light the more directly it points towards this location, the (magnetic) north pole in the case in the case of this lamp, but idea is that a future version will allow you to specify the lat/long coordinates of a place in the world, where a loved one lives or the place you were born, to use as it's point of reference.
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