Fender is pleased to announce the American Design Experience, an innovative new offering on Fender.com that allows consumers to design electric guitars and basses based on Fender’s iconic instruments – the Telecaster®, Stratocaster®, Precision Bass® and Jazz Bass® guitars. Consumers’ personalized designs are then built by hand in Fender’s flagship Corona, Calif.-based facility and delivered to their door within 90 days.
Holy crap design online and have it delivered within 90 days, that’s a pretty cool service. I had a play with the online guitar configurator that Fender are calling the Fender American Design Experience which I’ve been having a lot of fun with. Now an online guitar configurator is not a new idea they’ve been around for years but the cool thing about Fender’s is that you have the choice of starting from scratch using either a blank template of a Telecaster®, Stratocaster®, Precision Bass® or Jazz Bass OR you can click on the “collaborate” option which has a selection of artist guitars that serve as a starting point for your inspiration. For example you could choose Butch Walker’s Telecaster as a starting point, which is a very nice guitar to begin with, and then choose a different pickup configuration or switch the neck carve and fretboard or even the body wood.
“We live in an era of personalization, and few things make a greater statement about people than the music they listen to – your music and how it represents your individual identity,” said Justin Norvell, vice president of Marketing for Fender. “Fender’s entire existence embodies that very concept, because its instruments have always been modular in construction, which has always made them ideal for individual personalization. And the online American Design Experience is the next level of that whole concept – built to an individual player’s specs straight from the factory floor.”
Have a play now at http://www.fender.com/american-design/, just don’t blame me if you end up spending a couple of grand on a new guitar!