Computer aided modelling and drafting protocols in combination with new production technologies have contributed to wholly new ways of shaping building elements. Some examples of new techniques, which have recently become very successful in building production and in architectural design education, are: 3D Rapid Prototyping; 2,5D and 3D Milling and computer aided Shape Cutting (notably using laser and water jet modes). Such new approaches not only create new opportunities for traditional production processes (including physical modelling), they also offer new perspectives for design and manufacturing on the level of architectural components and connections. We foresee innovative approaches to building product design, with a renewed interest in expressive Ornamentation. A phenomenological development we would like to address using the concept of Ornamatics. This contribution explores the potentials of product design with a renewed focus on ornamentation, involving the active utilization of computer aided modelling and manufacturing techniques. The paper furthermore documents results and findings of a series of explorative studies carried out within an educational laboratory environment.