ZEMCH 2015 - International Conference Proceedings | Page 295

Despite the apparent paradox and opposite relation between ‘mass’ and ‘customization’, the term
‘Mass customization’ appeared in the books entitled ‘Future Shock’ (Toffler 1970), ‘Future Perfect’
(Davis 1987), ‘Mass Customization’ (Pine II 1993) and ‘Handbook of Research in Mass Customization
and Personalization’ (Piller & Tseng 2009). The latter includes one of the practical mass customization approaches and is applied to the housing industry—i.e. modularization of building components (Noguchi & Hadjri 2009).
Noguchi and Friedman (2002) developed a mathematical model that quantifies the possible ordered pairs (or combinations) made from given standard housing components. The model also
enables the integration of fundamental design service factors (location, personnel and tool), as
well as the three different building components (volume, exterior and interior). Volume components configure the internal space that determines the size and location of each room, whereas
interior and exterior components determine the decorative and functional elements that customize the building. Optional features, such as security systems and renewable energy technologies are also available. Ventilation and heat losses are associated with the building volume and
envelope exposures, while thermal transmittance is associated with materials applied to the components.
This paper addresses a discussion on architectural design development methods, mass customization and energy efficiency in the housing production. More specifically, it evaluates the experience of the Zero Energy Mass Custom Homes (ZEMCH) Workshop held in 2015 at the University
of São Paulo (USP) in Brazil.

2 Principles, foundation and workshops o