MASS COSTUMIZATION AND PREFAB ARCHITECTURE

The relevance of single family housing in architecture has been at the center of discussion for centuries. Architects seem to underestimate the importance of this topic in their practices, but still today, housing represents the largest segment of the construction industry worldwide. Can architects take advantage of the globalization and mass customization phenomena today and try to work in conjunction with manufacturers to promote relevant architecture, sustainable building practices and creative urban solutions? Or is mass customization in danger to create homogenization of cities, repetition and complete disregard of local conditions and culture? Furthermore, will mass produced architecture become another object of consumption?

When we think about mass customization in contemporary society, we are usually referring to parts or components fitting a specific arrangement with very sophisticated features. But imagine that instead of ordering a “custom hybrid car” we could shop on line placing an order for an entire house, walking thru the building in a virtual space, choosing the layout, finishes, appliances, furniture and paying with our credit cards?

Prefab housing has been under development for decades and it is now gaining popularity because of its capacity to address urgent problems: reduction of construction waste by the efficient use of materials, rapid assembly time, factory controlled construction techniques, energy-efficient materials, flexible designs developed with advanced digital technologies, and even some sustainable features. Sophisticated minimalist designs have been developed by several companies nowadays in response to a young generation accustomed to high end design in their ipods, laptops and smart cars. What is most interesting about the design of contemporary prefab housing is the concept of living small and efficiently, a trend already started by the “smart car” for a generation of environmental-conscious customers.

Many companies are now operating internationally offering customized houses in response to a growing market demand. When ordering a house from “Weehouse”, it is now possible to choose from the siding colour to finishes and appliances. Other companies, such as LV homes are now offering kits with partial structures that can be completed and customized by the owners, a sort of “open end” design. Another interesting development is the microcompact home, a tiny micro compact home that can be used alone or inserted into a "tree" mega structure, made out of high steel poles arranged in a cylindrical formation around an open central shaft. The footprint on this concept is just 12m-sq, to allow the villages to be built among tall, mature trees, and the rooftop of each house becomes a deck for the one above it creating a green roof opportunity.
Although many current prefab projects seem underdeveloped and overpriced, they are opening a dialog and expanding the notions of what housing can or should be. Many discussions for architects are related to the meaning of architecture in contemporary society and the relevance of architectural practices in response to quickly shifting markets and globalization. Is architecture becoming a “good”, another consumption object, and a disposable element that can be ordered to fit? Or should architects embrace this trend and try to contribute with innovative designs to address issues of mass production, new digital and construction technologies, cultural diversity and sustainable practices? The dialog is now open for discussion.