Infinite Possibility

8Physical VirtualityINSTANTIATING THE VIRTUAL IN THE MATERIAL

In October 2009 LEGO Systems A/S of Billund, Denmark, updated its website with a new feature: LEGO Design byME. A refreshing of its prior mass customization capabilities, known as LEGOFactory, the new Design byME allows kids (and not a few adults) to design literally anything they want—a vehicle, an animal, an architectural wonder, an event, whatever it might be, in facsimile, replica, or newly created, imaginative form—and then after purchase have LEGO package up the exact bricks it takes to make that design and send it to them. Each set comes complete in a box whose image the customer ...