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Peter Rojas And Ryan Block Team With Gelo Factory To Launch, A New Gadget Platform Site


Unique Social Platform Connecting Gadget Enthusiasts to Each Other and Their Devices

New York, NY—July 1, 2009—New York-based interactive design and development agency Gelo Factory ( today announced that they were selected by online publisher Peter Rojas and tech writer Ryan Block to develop and launch a brand new technology site called The site serves as a one-stop destination for consumer electronics fans and developers to share ideas and get the latest gadget-related news and information from across the Web.

Rojas—co-founder of the hugely popular technology sites Engadget and Gizmodo, and Block—a leading tech critic and former editor-in-chief at Engadget, tapped Gelo Factory from a shortlist of agencies vying for the project. Having previously partnered with Rojas in the online music site RCRD LBL, Gelo Factory was chosen for its expertise building robust websites and creating customizable online experiences aimed at broad user communities. Gelo Factory’s team of developers were ideally suited to the challenge of creating a seamless user experience for the site’s rapidly growing audience.

As the lead development agency, Gelo Factory worked closely with gdgt’s founders to create a full suite of interactive tools that enable members to connect with one another through their gadgets. The site is heavily user-generated and community-oriented, featuring content submitted by passionate gadget fans and developers as well as a host of technology experts from across the gadget community. Gelo Factory implemented a number of key features, including a scalable, custom framework that includes an editable product database, user discussions as well as a blog and personalized profile pages. Achieving this required the agency to integrate large amounts of data and custom-developed applications into an easy to navigate interface.

“Gdgt is all about providing you with useful, contextual information—both from here and around the Web—to help you get more out of the products you already own, as well as help you discover that next great gadget to add to your collection,” said co-founder Ryan Block. “We hope that gdgt will be the last personal technology destination you’ll need, and the place to call home for you and your gadgets"

More About Gelo Factory

Gelo Factory is a full service development and design agency based in downtown New York City. They combine leading edge technology with their own proprietary systems to create branded online experiences and interactive campaigns.

Founded in 2006 by Atul Ohri and Angelo Fabara, Gelo Factory is uniquely positioned in the interactive market with a flexible structure and an agile approach set apart from the larger ad agencies and rookie start-ups. They have a reputation for building heavily content-driven sites and customized Web applications for music labels, fashion houses, and a myriad of other creative brands—large and small. Their team is committed to delivering long-term results to their clients. With expertise executing a variety of online user experiences and administrative platforms– from interactive websites and social networking applications to e-commerce engines and our own proprietary content management system—Gelo Factory delivers the necessary tools to transform static Websites into truly dynamic Web presences.

For more information, visit:



 peter rojas
 ryan block

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