The imminent disruption of the modern paradigms of serialization, repetition and standardization, poses us a myriad of new questions regarding both the emerging aesthetics and the upcoming production means for a new architecture. Despite the canonic approach in which architects tend to invest, the public and private demand for mass housing production is increasing at an astonishing rate, requiring architects to rethink traditional— modern—strategies and to gain control over contemporary—digital—tools. This paper describes an academic research project focused on the implementation of such tools. Some related work is presented, emphasizing some of the approaches in parametric plan layout generation. And a case study is formulated in which the mass design of serially customized layouts is prepared to be solved through a beta plugin for Rhino – Grasshopper.