Kaufmann: Mass production customized

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For some reason we've been holding on to this notion that we should design homes, starting completely from scratch, each time. Which means it ends up being really expensive, takes a long time and it's inaccessible for most people. Where as if we apply this idea of mass production, which we have been holding off because sometimes I can sound cold or not personal, I have been holding off on that, but if we can embrace that then we can build so much better. And what's interesting right now is there's a cultural shift not only going to getting rid of the idea that bigger is better and shifting more to wanting more and less, but we also have an increased comfort level with technology.

The iPhone is a great example. It feels almost like an extension of our body. It's this beautifully build item that is made in mass production, but each one is customised to us. We put on the music we want, we put on the apps that we want, we layout exactly how we want the interface to be. So if we think about that in terms of how we design and build homes, imagine what the home version of the iPod would be. That is exciting.

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