ODO and CODO by Digital Forming



Digital Forming is a new London-based company that will allow designers to create products on the internet that customers can customise online and then buy.


Launching at the Science Museum in London later this month, the company will initially offer a range of products including a lemon squeezer (above and below), a pen and a lamp, that customers can manipulate to create their own designs.


The initial range of objects, shown here, have been designed by London designer Assa Ashuach.


Digital Forming will offer two levels of service: ODO – Original Design Object, which allows designers to create new products; and CODO – Co Design Object, whereby designers' creations can be personalised by a "co-designer" or customer.


"Our software has an ‘ODO side’, where a designer can prepare his design (at his studio or home) by setting constraints and ‘opening’ areas within the object geometry," says Ashuach. "‘CODO side’ is the general public online interface, where users can open and personalize their selected objects."


In October, the Digital Forming will launch a sister service called UCODO, offering a CODO service to consumers.


Digital Forming's launch exhibition, Create and Make – Print in 3D, is at the Antenna Gallery, Science Museum, Exhibition Road, London, SW7 2DD from 25–27 August 2009. Hours: 11.00–13.00 and 14.00–16.00 (Free entry)


Here's some more information from Digital Forming:


Digital Forming launches at the Science Museum, London

‘Create and Make – Print in 3D’ at the Antenna Gallery, Science Museum, Exhibition Road, London, SW7 2DD 25–27 August 2009 11.00–13.00 and 14.00–16.00 (Free Entry)


Digital forming is a new London based company set up to democratise the personalisation of everyday products. 

Established in November 2008 by four partners from the science, creative and business sectors, was awarded government funding in May 2009 to develop the vision of an online platform for the ‘Mass Customisation’ of personal designed objects.


This novel revolutionary design and production method allows for the local production of tailored 3D products with no need for molds or stocks and with a significant reduction in shipping, lowering products’ carbon footprint to a minimum.

Democratisation of Personal Objects

As customers gradually demand greater freedom of choice, designers and brands are faced with new challenges in product diversity, responding through innovative product assembly strategies, 2D interactive pattern modification and coloring of predefined shapes.
Digital forming novel technology offers the modification of products material behaviors, colour and form.


Digital Forming presents a software that allows users to view and personalise the products they are about to buy in a 3D online environment. An array of lifestyle consumer products can be rotated and spun within a virtual 3D space.


Imagine still that these products can be modified in real time - stretched, twisted, embossed, assembled - all with the simple movement of the mouse. Users can adjust form, choose colour and material, save designs in an online library, and purchase when ready for delivery within 2 weeks.


Digital Forming is aware that not everyone is the creative type. Hence, the software offers users the option of Co-Creating and Co-Designing products with professional product designers. 

By this, a user can ‘tweak’ existing designs to their personal taste within the constraints set by the original designer.


They will never be able to ruin the functionality of a pen, or the balance of a 
teapot – the software will simply not allow it.

Co Design

In October 09 we will launch our sister company; UCODO.com will introduce an online market place of designed objects for users to personalise and co-do…

Digtial Forming’s approach of Co-Design profoundly challenges the traditional roles of the designer and the user/consumer of a product,and is a revolutionary concept in the history of Design.


The technology that makes Mass Customisation a reality today, and is arguably set to create an Industrial Revolution of the Digital Age, is known as Rapid Manufacturing (‘RM’) or 3D Printing.


Posted on Friday August 21st 2009 at 10:58 am by Jonny Jones. Copyright policy | Comments policy

  • Revolutionary idea and extremely creative!

    I love it ;)

    Francois Beydoun

  • I wouldn’t say revolutionary.

  • jc

    killing the job of a designer?

  • l wonder if they will show some of the work customers have created. It would be so interesting to see what the come up with.

  • Well Johnny, “Revolutionary” in a way that will allow designers to create products on the internet, that customers can customise online and then buy! It’s written above in descrption 1st photo.

    To meditate…

    Francois Beydoun

  • Now customers are also designers themselves…. or there will be customers who themselves had designed something from this store concept and may think that “design” has reach a stage where it is relatively easy for anyone.. It can be a good and bad news. As we know there are always clients who think that anybody can do design so this area of work scope is no great deal.. So probably nowadays, designing design is no longer about merely the form but the idea(story) behind that brings about the form, we are no longer only talking about form and aesthetics here but its the nice story, functionality, environmental awareness, cost of manufacturing etc and many more that makes a designer so special. Gradually shifting away from the days of Raymond Loewy, but we do respect the pioneers for their passionate work behind the change that has ever been needed. And we know that life is also about evolution…

  • Mike

    What a great way to make customized dildos.

  • MrCoolTeapot

    Has anyone heard the phrase, “Have it your way.”

    I wouldn’t say this is “revolutionary” as much as novel.

    Its not mentioned the cost of the resulting objects.

    Can’t imagine a manufactured, i.e. molded, object will be cheap with such irregular differences from one piece to another.

    As well it begs the question, what is the return policy? “You make it you keep it” or “Feel free to return if it doesn’t suit you”.

  • very nice and creatively

  • We’re to the next step – how do we order it! No need to be concerned about return policies, if the shoe fits or the juicer juices – enjoy it. By the way, they’re referred to as reamers …… as president of NRCA, National Reamer Collector’s Association, we know.

  • ObjectThinking

    Novel? Yes. New? Yes. Co-Design? No. The aim of allowing amateurs a say in the design process should be to enable them to come up with ideas that challenge the conventional wisdom of the professional. Any system that limits the amateur’s options to those pre-conceived by the professional renders itself impotent, not to say boring. Give the users the lattitude to explore what works on their terms. If they get back a squeezer that doesn’t work so what? It won’t be the first!