IVY is an external hard disk which shows the content of the hard disk on its skin. When no data is stored on IVY, its skin will remain blank. When you purchase IVY, it appears to be a normal hard disk, but when you start using it by storing data, it will alter its skin visualizing the content of the hard disk, using an OLED screen. Instead of buying a custom cover design to personalize the industrially manufactured device, the hard disk casing will automatically change along with your content on the disk. Automated personalization through information decoration!