With ‘(W)EGO: Tailor-Made Housing’, The Why Factory investigates participatory processes applied to housing design. These processes establish a negotiation among the desires of each of the residents of a housing slab and help determine the design of their apartments. To achieve this, Wegocity manifests a particular interest in the development of a gaming process. This game leverages the specificities of each resident and transforms them into spatial needs. This way, unexpected housing typologies emerge within a truly human-driven residential building.