hug this cuddly toy, and hear the piercing scream of real AI data centers

for ‘adopt a data center,’ basura interviewed dozens of people living near data centers across the US.

Rajeev Basu edited by christina vergopoulou October 2, 2026 4 min

Adopt A Data Center takes the form of a plush data center toy

Adopt A Data Center is a satirical project by New York-based creative studio Basura for music artist Big Data. Basura is known for unconventional creative projects including ‘Dirt Shoes.’ The project takes the form of a plush data center toy that plays the high-pitched hum of a real AI data center when hugged, using a familiar object to examine the ways technological progress is presented and experienced.

The project explores the emotional packaging of technological advancements, using satire as a way to encourage closer attention to the facts surrounding data centers. Its accompanying ‘Adoption Site’ collects links to research and reporting on their impact, while Basura interviewed dozens of people living near data centers across the US. The sound used in the toy comes from a resident in Virginia.

hug this cuddly toy, and hear the piercing scream of real AI data centers - 1 — all images ©Basura

Childhood toy look combines with Big Tech’s visual language

Called ‘Bezzy,’ the toy draws on the plush animals sold by organizations such as WWF through initiatives including Adopt-a-Seals and Adopt-A-Pandas. Its design combines the visual language of an 80s childhood toy with that of a corporate mascot. Round eyes, a coy smile, and long, shaggy arms and legs give the data center a softer, more vulnerable appearance.

All 20 toys were handmade. The design avoids a new or highly polished look, instead aiming for the familiarity of an object that has always been around. At the same time, details of its appearance are carefully considered, reflecting the engineered visual language associated with Big Tech.

‘Adopt A Data Center examines the stories we are sold, versus the reality communities experience, as one of the greatest revolutions in human history plays out,’ comments Rajeev Basu, artist and founder of Basura.

hug this cuddly toy, and hear the piercing scream of real AI data centers - 2 — Adopt A Data Center takes the form of a plush data center toy

The uneasy relationship between people and technology

The project connects the physical presence of data centers with the broader relationship between people and technology. ‘Big Tech encroaches into every area of our lives. We’re rarely totally happy about the benefits, but we’re also powerless. AI data centers are like the physical embodiment of that same feeling,’ explains Alan Wilkis, Big Data.

Created for Big Data, whose music explores the relationship between humans and machines, Adopt A Data Center coincides with the upcoming release of the artist’s new album, 4.0.

hug this cuddly toy, and hear the piercing scream of real AI data centers - 3 — the toy plays the high-pitched hum of a real AI data center when hugged

hug this cuddly toy, and hear the piercing scream of real AI data centers - 4 — called Bezzy, the toy draws on the visual language of adoptable plush animals

adopt-a-data-center-basura-big-data-cuddly-toy-designboom-1800-3 — Basura created Adopt A Data Center for music artist Big Data

hug this cuddly toy, and hear the piercing scream of real AI data centers - 5 — Bezzy combines an ’80s childhood toy with a corporate mascot

hug this cuddly toy, and hear the piercing scream of real AI data centers - 6 — round eyes give the plush data center a soft expression

hug this cuddly toy, and hear the piercing scream of real AI data centers - 7 — Bezzy is designed to feel like a familiar object that has always been around

adopt-a-data-center-basura-big-data-cuddly-toy-designboom-1800-2 — the plush form gives physical shape to an AI data center

project info:

name: Adopt A Data Center

designer: Basura | @basuranewyork

music artist: Big Data

designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. See more project submissions from our readers here.