There are technological moments in which a product makes the leap to being state of the art and changes our life style. For example, it was so for the automobile, the television, the Internet and smartphones. We feel that you could reasonably and equally look, with similar admiration, to the technological leap that has allowed the ceramic sector to move on from its traditional sizes to giant ones, like those that distinguish the Ultra project. The scale of proportions is now far larger than the anthropometric reference points of the Modulor originally theorized by Le Corbusier in 1948. These reach 3 metres in height and relate not only to just the human factor, but to the building in it’s entirety allowing the resolution of the external interface as well as the dressing of the internal spaces.