diff --git a/src/Orchard.Tests/DisplayManagement/DefaultShapeTableFactoryTests.cs b/src/Orchard.Tests/DisplayManagement/DefaultShapeTableFactoryTests.cs
index 8760c7fc1..dba922a7a 100644
--- a/src/Orchard.Tests/DisplayManagement/DefaultShapeTableFactoryTests.cs
+++ b/src/Orchard.Tests/DisplayManagement/DefaultShapeTableFactoryTests.cs
@@ -19,14 +19,14 @@ namespace Orchard.Tests.DisplayManagement {
 
         [Test]
         public void ShapeTableRecognizesMethodNames() {
-            var stf = CreateShapeTableFactory(cfg => cfg.RegisterType<Test>().As<IShapeProvider>());
+            var stf = CreateShapeTableFactory(cfg => cfg.RegisterType<Test>().As<IShapeDriver>());
             var shapeTable = stf.CreateShapeTable();
             Assert.That(shapeTable.Entries.Count(), Is.EqualTo(2));
             Assert.That(shapeTable.Entries.ContainsKey("Pager"));
             Assert.That(shapeTable.Entries.ContainsKey("Email"));
         }
 
-        public class Test : IShapeProvider {
+        public class Test : IShapeDriver {
             public void Pager() {
             }
 
diff --git a/src/Orchard.Tests/DisplayManagement/DisplayHelperTests.cs b/src/Orchard.Tests/DisplayManagement/DisplayHelperTests.cs
index fd3dd37e5..4187bb2a1 100644
--- a/src/Orchard.Tests/DisplayManagement/DisplayHelperTests.cs
+++ b/src/Orchard.Tests/DisplayManagement/DisplayHelperTests.cs
@@ -8,6 +8,7 @@ using ClaySharp.Implementation;
 using Moq;
 using NUnit.Framework;
 using Orchard.DisplayManagement;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Shapes;
 
 namespace Orchard.Tests.DisplayManagement {
@@ -18,14 +19,14 @@ namespace Orchard.Tests.DisplayManagement {
             var viewContext = new ViewContext();
 
             var displayManager = new Mock<IDisplayManager>();
-            var shapeFactory = new Mock<IShapeBuilder>();
+            var shapeFactory = new Mock<IShapeFactory>();
 
             var displayHelperFactory = new DisplayHelperFactory(displayManager.Object, shapeFactory.Object);
-            var displayHelper = displayHelperFactory.CreateDisplayHelper(viewContext, null);
+            var displayHelper = displayHelperFactory.CreateHelper(viewContext, null);
 
             displayHelper.Invoke("Pager", ArgsUtility.Positional(1, 2, 3, 4));
 
-            shapeFactory.Verify(sf=>sf.Build("Pager", It.IsAny<INamedEnumerable<object>>()));
+            shapeFactory.Verify(sf => sf.Create("Pager", It.IsAny<INamedEnumerable<object>>()));
             //displayManager.Verify(dm => dm.Execute(It.IsAny<Shape>(), viewContext, null));
         }
         [Test]
@@ -33,14 +34,14 @@ namespace Orchard.Tests.DisplayManagement {
             var viewContext = new ViewContext();
 
             var displayManager = new Mock<IDisplayManager>();
-            var shapeFactory = new Mock<IShapeBuilder>();
+            var shapeFactory = new Mock<IShapeFactory>();
 
             var displayHelperFactory = new DisplayHelperFactory(displayManager.Object, shapeFactory.Object);
-            var display = (dynamic)displayHelperFactory.CreateDisplayHelper(viewContext, null);
+            var display = (dynamic)displayHelperFactory.CreateHelper(viewContext, null);
 
             display.Pager(1, 2, 3, 4);
 
-            shapeFactory.Verify(sf => sf.Build("Pager", It.IsAny<INamedEnumerable<object>>()));
+            shapeFactory.Verify(sf => sf.Create("Pager", It.IsAny<INamedEnumerable<object>>()));
             //displayManager.Verify(dm => dm.Execute(It.IsAny<Shape>(), viewContext, null));
         }
 
@@ -51,10 +52,10 @@ namespace Orchard.Tests.DisplayManagement {
             var viewContext = new ViewContext();
 
             var displayManager = new Mock<IDisplayManager>();
-            var shapeFactory = new Mock<IShapeBuilder>();
+            var shapeFactory = new Mock<IShapeFactory>();
 
             var displayHelperFactory = new DisplayHelperFactory(displayManager.Object, shapeFactory.Object);
-            var display = (dynamic)displayHelperFactory.CreateDisplayHelper(viewContext, null);
+            var display = (dynamic)displayHelperFactory.CreateHelper(viewContext, null);
             var outline = new Shape { Attributes = new ShapeAttributes { Type = "Outline" } };
             display(outline);
 
diff --git a/src/Orchard.Tests/DisplayManagement/ShapeFactoryTests.cs b/src/Orchard.Tests/DisplayManagement/ShapeFactoryTests.cs
index c19bdfd6f..9a9dd9995 100644
--- a/src/Orchard.Tests/DisplayManagement/ShapeFactoryTests.cs
+++ b/src/Orchard.Tests/DisplayManagement/ShapeFactoryTests.cs
@@ -15,23 +15,23 @@ namespace Orchard.Tests.DisplayManagement {
         [SetUp]
         public void Init() {
             var builder = new ContainerBuilder();
-            builder.RegisterType<DefaultShapeBuilder>().As<IShapeBuilder>();
+            builder.RegisterType<DefaultShapeFactory>().As<IShapeFactory>();
             _container = builder.Build();
         }
 
         
         [Test]
         public void ShapeHasAttributesType() {
-            var factory = _container.Resolve<IShapeBuilder>();
-            dynamic foo = factory.Build("Foo", ArgsUtility.Empty());
+            var factory = _container.Resolve<IShapeFactory>();
+            dynamic foo = factory.Create("Foo", ArgsUtility.Empty());
             ShapeAttributes attributes = foo.Attributes;
             Assert.That(attributes.Type, Is.EqualTo("Foo"));
         }
 
         [Test]
         public void CreateShapeWithNamedArguments() {
-            var factory = _container.Resolve<IShapeBuilder>();
-            var foo = factory.Build("Foo", ArgsUtility.Named(new { one = 1, two = "dos" }));
+            var factory = _container.Resolve<IShapeFactory>();
+            var foo = factory.Create("Foo", ArgsUtility.Named(new { one = 1, two = "dos" }));
         }
     }
 }
diff --git a/src/Orchard.Tests/DisplayManagement/ShapeHelperTests.cs b/src/Orchard.Tests/DisplayManagement/ShapeHelperTests.cs
index 1475e206a..d3f7e5bf0 100644
--- a/src/Orchard.Tests/DisplayManagement/ShapeHelperTests.cs
+++ b/src/Orchard.Tests/DisplayManagement/ShapeHelperTests.cs
@@ -5,6 +5,7 @@ using System.Text;
 using Autofac;
 using NUnit.Framework;
 using Orchard.DisplayManagement;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Shapes;
 
 namespace Orchard.Tests.DisplayManagement {
@@ -16,14 +17,14 @@ namespace Orchard.Tests.DisplayManagement {
         public void Init() {
             var builder = new ContainerBuilder();
             builder.RegisterType<ShapeHelperFactory>().As<IShapeHelperFactory>();
-            builder.RegisterType<DefaultShapeBuilder>().As<IShapeBuilder>();
+            builder.RegisterType<DefaultShapeFactory>().As<IShapeFactory>();
             _container = builder.Build();
 
         }
 
         [Test]
         public void CreatingNewShapeTypeByName() {
-            dynamic shape = _container.Resolve<IShapeHelperFactory>().CreateShapeHelper();
+            dynamic shape = _container.Resolve<IShapeHelperFactory>().CreateHelper();
 
             var alpha = shape.Alpha();
 
@@ -32,7 +33,7 @@ namespace Orchard.Tests.DisplayManagement {
 
         [Test]
         public void CreatingShapeWithAdditionalNamedParameters() {
-            dynamic shape = _container.Resolve<IShapeHelperFactory>().CreateShapeHelper();
+            dynamic shape = _container.Resolve<IShapeHelperFactory>().CreateHelper();
 
             var alpha = shape.Alpha(one: 1, two: "dos");
 
@@ -43,7 +44,7 @@ namespace Orchard.Tests.DisplayManagement {
 
         [Test]
         public void WithPropertyBearingObjectInsteadOfNamedParameters() {
-            dynamic shape = _container.Resolve<IShapeHelperFactory>().CreateShapeHelper();
+            dynamic shape = _container.Resolve<IShapeHelperFactory>().CreateHelper();
 
             var alpha = shape.Alpha(new { one = 1, two = "dos" });
 
diff --git a/src/Orchard.Tests/DisplayManagement/SubsystemTests.cs b/src/Orchard.Tests/DisplayManagement/SubsystemTests.cs
index 9fa0d7762..8bae3877d 100644
--- a/src/Orchard.Tests/DisplayManagement/SubsystemTests.cs
+++ b/src/Orchard.Tests/DisplayManagement/SubsystemTests.cs
@@ -7,6 +7,7 @@ using System.Web.Mvc;
 using Autofac;
 using NUnit.Framework;
 using Orchard.DisplayManagement;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Secondary;
 using Orchard.DisplayManagement.Shapes;
 
@@ -19,15 +20,15 @@ namespace Orchard.Tests.DisplayManagement {
         public void Init() {
             var builder = new ContainerBuilder();
             builder.RegisterType<DefaultDisplayManager>().As<IDisplayManager>();
-            builder.RegisterType<DefaultShapeBuilder>().As<IShapeBuilder>();
+            builder.RegisterType<DefaultShapeFactory>().As<IShapeFactory>();
             builder.RegisterType<DisplayHelperFactory>().As<IDisplayHelperFactory>();
             builder.RegisterType<ShapeHelperFactory>().As<IShapeHelperFactory>();
             builder.RegisterType<DefaultShapeTableFactory>().As<IShapeTableFactory>();
-            builder.RegisterType<SimpleShapes>().As<IShapeProvider>();
+            builder.RegisterType<SimpleShapes>().As<IShapeDriver>();
             _container = builder.Build();
         }
 
-        public class SimpleShapes : IShapeProvider {
+        public class SimpleShapes : IShapeDriver {
             public IHtmlString Something() {
                 return new HtmlString("<br/>");
             }
@@ -41,9 +42,9 @@ namespace Orchard.Tests.DisplayManagement {
         public void RenderingSomething() {
             var viewContext = new ViewContext();
             
-            dynamic Display = _container.Resolve<IDisplayHelperFactory>().CreateDisplayHelper(viewContext, null);
+            dynamic Display = _container.Resolve<IDisplayHelperFactory>().CreateHelper(viewContext, null);
 
-            dynamic New = _container.Resolve<IShapeHelperFactory>().CreateShapeHelper();
+            dynamic New = _container.Resolve<IShapeHelperFactory>().CreateHelper();
 
             var result1 = Display.Something();
             var result2 = ((DisplayHelper)Display).ShapeExecute((Shape)New.Pager());
diff --git a/src/Orchard.Web/Modules/Orchard.DevTools/Controllers/HomeController.cs b/src/Orchard.Web/Modules/Orchard.DevTools/Controllers/HomeController.cs
index 65276414a..f510ff119 100644
--- a/src/Orchard.Web/Modules/Orchard.DevTools/Controllers/HomeController.cs
+++ b/src/Orchard.Web/Modules/Orchard.DevTools/Controllers/HomeController.cs
@@ -1,5 +1,6 @@
 using System;
 using System.Dynamic;
+using System.Web;
 using System.Web.Mvc;
 using Orchard.DevTools.Models;
 using Orchard.DisplayManagement;
@@ -8,6 +9,7 @@ using Orchard.Mvc.ViewModels;
 using Orchard.Themes;
 using Orchard.UI.Notify;
 using Orchard.UI.Admin;
+using Orchard.UI.Zones;
 
 namespace Orchard.DevTools.Controllers {
     [Themed]
@@ -18,7 +20,7 @@ namespace Orchard.DevTools.Controllers {
         public HomeController(INotifier notifier, IShapeHelperFactory shapeHelperFactory) {
             _notifier = notifier;
             T = NullLocalizer.Instance;
-            New = shapeHelperFactory.CreateShapeHelper();
+            New = shapeHelperFactory.CreateHelper();
         }
 
         dynamic New { get; set; }
@@ -52,16 +54,26 @@ namespace Orchard.DevTools.Controllers {
             return View("Simple", new Simple { Title = "This is not themed", Quantity = 5 });
         }
 
+        
+
         public ActionResult UsingShapes() {
+
             ViewModel.Page = New.Page()
-                .Main(New.Zone(typeof(Array), Name: "Main"))
-                .Messages(New.Zone(typeof(Array), Name: "Main"))
-                .Sidebar(New.Zone(typeof(Array), Name: "Main"));
+                .Main(New.Zone(typeof (Array), Name: "Main"))
+                .Messages(New.Zone(typeof (Array), Name: "Messages"))
+                .Sidebar(New.Zone(typeof (Array), Name: "Sidebar"));
+
+            ViewModel.Page.Add("Messages:5", New.Message(Content: T("This is a test"), Severity: "Really bad!!!"));
 
             ViewModel.Page.Messages.Add(
                 New.Message(Content: T("This is a test"), Severity: "Really bad!!!"));
 
-            var model = New.Explosion(Height: 100, Width: 200);
+            var model = New.Message(
+                Content: New.Explosion(Height: 100, Width: 200),
+                Severity: "Meh");
+
+            ViewModel.Page.Messages.Add(new HtmlString("<hr/>abuse<hr/>"));
+            ViewModel.Page.Messages.Add("<hr/>encoded<hr/>");
 
             return View("UsingShapes", model);
         }
@@ -70,7 +82,5 @@ namespace Orchard.DevTools.Controllers {
             return view.Model.Box.Title;
         }
     }
-    public class MyViewModel {
-        public dynamic Box { get; set; }
-    }
+
 }
diff --git a/src/Orchard.Web/Modules/Orchard.DevTools/Shapes.cs b/src/Orchard.Web/Modules/Orchard.DevTools/Shapes.cs
index 8303b9835..9a9063318 100644
--- a/src/Orchard.Web/Modules/Orchard.DevTools/Shapes.cs
+++ b/src/Orchard.Web/Modules/Orchard.DevTools/Shapes.cs
@@ -6,13 +6,13 @@ using System.Web.Mvc;
 using Orchard.DisplayManagement;
 
 namespace Orchard.DevTools {
-    public class Shapes : IShapeProvider {
+    public class Shapes : IShapeDriver {
         public IHtmlString Title(dynamic text) {
             return new HtmlString("<h2>" + text + "</h2>");
         }
 
-        public IHtmlString Explosion(int Height, int Width) {
-            return new HtmlString(string.Format("<div>Boom {0}x{1}</div>", Height, Width));
+        public IHtmlString Explosion(int? Height, int? Width) {
+            return new HtmlString(string.Format("<span>Boom {0}x{1}</span>", Height, Width));
         }
 
         public IHtmlString Page(dynamic Display, dynamic Shape) {
@@ -29,7 +29,7 @@ namespace Orchard.DevTools {
         }
 
         public IHtmlString Message(dynamic Display, object Content, string Severity) {
-            return Display(Severity, ": ", Content);
+            return Display(new HtmlString("<p class=\"message\">"), Severity ?? "Neutral", ": ", Content, new HtmlString("</p>"));
         }
 
         private static IHtmlString Smash(IEnumerable<IHtmlString> contents) {
diff --git a/src/Orchard.Web/Modules/Orchard.DevTools/Views/Home/UsingShapes.cshtml b/src/Orchard.Web/Modules/Orchard.DevTools/Views/Home/UsingShapes.cshtml
index d53b6299c..d71563273 100644
--- a/src/Orchard.Web/Modules/Orchard.DevTools/Views/Home/UsingShapes.cshtml
+++ b/src/Orchard.Web/Modules/Orchard.DevTools/Views/Home/UsingShapes.cshtml
@@ -1,8 +1,14 @@
 <div>
   
-  @Display.Title(text:"This is everything")
-  @Display(Model)
+a  @Display.Title(text:"This is everything")
+b  @Display(Model)
 
-  @Display(View.Page)
+c  @Display(View.Page)
+
+d  @Display.Message(Content:"Madness!!!")
+
+e  @Display.Explosion(Width:40)
+
+f  @Display.Message(Content: @Display.Explosion(Height:10,Width:15))
 
 </div>
diff --git a/src/Orchard.Web/Modules/Orchard.Setup/SetupMode.cs b/src/Orchard.Web/Modules/Orchard.Setup/SetupMode.cs
index a3a53de14..b017a90f1 100644
--- a/src/Orchard.Web/Modules/Orchard.Setup/SetupMode.cs
+++ b/src/Orchard.Web/Modules/Orchard.Setup/SetupMode.cs
@@ -12,6 +12,7 @@ using Orchard.Data.Migration.Interpreters;
 using Orchard.Data.Providers;
 using Orchard.Data.Migration;
 using Orchard.DisplayManagement;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Secondary;
 using Orchard.DisplayManagement.Shapes;
 using Orchard.Environment.Extensions;
@@ -64,7 +65,7 @@ namespace Orchard.Setup {
             // in progress - adding services for display/shape support in setup
             builder.RegisterType<DisplayHelperFactory>().As<IDisplayHelperFactory>();
             builder.RegisterType<DefaultDisplayManager>().As<IDisplayManager>();
-            builder.RegisterType<DefaultShapeBuilder>().As<IShapeBuilder>();
+            builder.RegisterType<DefaultShapeFactory>().As<IShapeFactory>();
             builder.RegisterType<DefaultShapeTableFactory>().As<IShapeTableFactory>(); 
         }
 
diff --git a/src/Orchard/DisplayManagement/HelperFactories/IDisplayHelperFactory.cs b/src/Orchard/DisplayManagement/HelperFactories/IDisplayHelperFactory.cs
deleted file mode 100644
index f178e5f96..000000000
--- a/src/Orchard/DisplayManagement/HelperFactories/IDisplayHelperFactory.cs
+++ /dev/null
@@ -1,7 +0,0 @@
-using System.Web.Mvc;
-
-namespace Orchard.DisplayManagement {
-    public interface IDisplayHelperFactory : IDependency {
-        DisplayHelper CreateDisplayHelper(ViewContext viewContext, IViewDataContainer viewDataContainer);
-    }
-}
\ No newline at end of file
diff --git a/src/Orchard/DisplayManagement/HelperFactories/ShapeHelperFactory.cs b/src/Orchard/DisplayManagement/HelperFactories/ShapeHelperFactory.cs
deleted file mode 100644
index 0e5f61757..000000000
--- a/src/Orchard/DisplayManagement/HelperFactories/ShapeHelperFactory.cs
+++ /dev/null
@@ -1,30 +0,0 @@
-using System;
-using System.Collections.Generic;
-using System.Linq;
-using System.Text;
-using ClaySharp;
-using Orchard.DisplayManagement.Shapes;
-
-namespace Orchard.DisplayManagement {
-    public class ShapeHelperFactory : IShapeHelperFactory {
-        static private readonly ShapeHelperBehavior[] _behaviors = new[] { new ShapeHelperBehavior() };
-        private readonly IShapeBuilder _shapeBuilder;
-
-        public ShapeHelperFactory(IShapeBuilder shapeBuilder) {
-            _shapeBuilder = shapeBuilder;
-        }
-
-        public ShapeHelper CreateShapeHelper() {
-            return (ShapeHelper)ClayActivator.CreateInstance<ShapeHelper>(
-                _behaviors,
-                _shapeBuilder);
-        }
-
-        class ShapeHelperBehavior : ClayBehavior {
-            public override object InvokeMember(Func<object> proceed, object target, string name, INamedEnumerable<object> args) {
-                return ((ShapeHelper)target).CreateShapeType(name, args);
-            }
-        }
-
-    }
-}
diff --git a/src/Orchard/DisplayManagement/IDisplayHelperFactory.cs b/src/Orchard/DisplayManagement/IDisplayHelperFactory.cs
new file mode 100644
index 000000000..00d10f904
--- /dev/null
+++ b/src/Orchard/DisplayManagement/IDisplayHelperFactory.cs
@@ -0,0 +1,11 @@
+using System.Runtime.CompilerServices;
+using System.Web.Mvc;
+
+namespace Orchard.DisplayManagement {
+    /// <summary>
+    /// Used to create a dynamic, contextualized Display object to dispatch shape rendering
+    /// </summary>
+    public interface IDisplayHelperFactory : IDependency {
+        dynamic CreateHelper(ViewContext viewContext, IViewDataContainer viewDataContainer);
+    }
+}
\ No newline at end of file
diff --git a/src/Orchard/DisplayManagement/IDisplayManager.cs b/src/Orchard/DisplayManagement/IDisplayManager.cs
deleted file mode 100644
index 003112b49..000000000
--- a/src/Orchard/DisplayManagement/IDisplayManager.cs
+++ /dev/null
@@ -1,13 +0,0 @@
-using System.Collections.Generic;
-using System.Linq;
-using System.Text;
-using System.Web;
-using System.Web.Mvc;
-using ClaySharp;
-using Orchard.DisplayManagement.Shapes;
-
-namespace Orchard.DisplayManagement {
-    public interface IDisplayManager : IDependency {
-        IHtmlString Execute(DisplayContext context);
-    }
-}
diff --git a/src/Orchard/DisplayManagement/IShape.cs b/src/Orchard/DisplayManagement/IShape.cs
new file mode 100644
index 000000000..8b19cf297
--- /dev/null
+++ b/src/Orchard/DisplayManagement/IShape.cs
@@ -0,0 +1,13 @@
+using System.Runtime.CompilerServices;
+using Orchard.DisplayManagement.Shapes;
+
+namespace Orchard.DisplayManagement {
+    /// <summary>
+    /// Interface present on dynamic shapes. 
+    /// May be used to access attributes in a strongly typed fashion.
+    /// Note: Anything on this interface is a reserved word for the purpose of shape properties
+    /// </summary>    
+    public interface IShape {
+        IShapeAttributes Attributes { get; set; }
+    }
+}
\ No newline at end of file
diff --git a/src/Orchard/DisplayManagement/IShapeAttributes.cs b/src/Orchard/DisplayManagement/IShapeAttributes.cs
new file mode 100644
index 000000000..6c9507552
--- /dev/null
+++ b/src/Orchard/DisplayManagement/IShapeAttributes.cs
@@ -0,0 +1,6 @@
+namespace Orchard.DisplayManagement {
+    public interface IShapeAttributes {
+        string Type { get; set; }
+        string Position { get; set; }
+    }
+}
diff --git a/src/Orchard/DisplayManagement/IShapeDriver.cs b/src/Orchard/DisplayManagement/IShapeDriver.cs
new file mode 100644
index 000000000..239d9eb1f
--- /dev/null
+++ b/src/Orchard/DisplayManagement/IShapeDriver.cs
@@ -0,0 +1,7 @@
+namespace Orchard.DisplayManagement {
+    /// <summary>
+    /// Base interface for module components which define new shape types and
+    /// optionally provide default implementation method
+    /// </summary>
+    public interface IShapeDriver : IDependency{}
+}
\ No newline at end of file
diff --git a/src/Orchard/DisplayManagement/IShapeFactory.cs b/src/Orchard/DisplayManagement/IShapeFactory.cs
new file mode 100644
index 000000000..2383544b3
--- /dev/null
+++ b/src/Orchard/DisplayManagement/IShapeFactory.cs
@@ -0,0 +1,12 @@
+using ClaySharp;
+using Orchard.DisplayManagement.Shapes;
+
+namespace Orchard.DisplayManagement {
+    /// <summary>
+    /// Service that creates new instances of dynamic shape objects
+    /// This may be used directly, or through the IShapeHelperFactory.
+    /// </summary>
+    public interface IShapeFactory : IDependency {
+        IShape Create(string shapeType, INamedEnumerable<object> parameters);
+    }
+}
diff --git a/src/Orchard/DisplayManagement/HelperFactories/IShapeHelperFactory.cs b/src/Orchard/DisplayManagement/IShapeHelperFactory.cs
similarity index 70%
rename from src/Orchard/DisplayManagement/HelperFactories/IShapeHelperFactory.cs
rename to src/Orchard/DisplayManagement/IShapeHelperFactory.cs
index 76ab67ebf..10219ee30 100644
--- a/src/Orchard/DisplayManagement/HelperFactories/IShapeHelperFactory.cs
+++ b/src/Orchard/DisplayManagement/IShapeHelperFactory.cs
@@ -1,5 +1,5 @@
 namespace Orchard.DisplayManagement {
     public interface IShapeHelperFactory : IDependency {
-        ShapeHelper CreateShapeHelper();
+        dynamic CreateHelper();
     }
 }
\ No newline at end of file
diff --git a/src/Orchard/DisplayManagement/Secondary/DefaultDisplayManager.cs b/src/Orchard/DisplayManagement/Implementation/DefaultDisplayManager.cs
similarity index 88%
rename from src/Orchard/DisplayManagement/Secondary/DefaultDisplayManager.cs
rename to src/Orchard/DisplayManagement/Implementation/DefaultDisplayManager.cs
index a0dd5c64d..440b9926d 100644
--- a/src/Orchard/DisplayManagement/Secondary/DefaultDisplayManager.cs
+++ b/src/Orchard/DisplayManagement/Implementation/DefaultDisplayManager.cs
@@ -5,6 +5,7 @@ using System.Runtime.CompilerServices;
 using System.Web;
 using System.Web.Mvc;
 using Microsoft.CSharp.RuntimeBinder;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Shapes;
 using Orchard.Localization;
 
@@ -12,7 +13,12 @@ namespace Orchard.DisplayManagement.Secondary {
     public class DefaultDisplayManager : IDisplayManager {
         private readonly IShapeTableFactory _shapeTableFactory;
 
-        private static CallSite<Func<CallSite, object, Shape>> _convertAsShapeCallsite;
+        private static CallSite<Func<CallSite, object, IShape>> _convertAsShapeCallsite = CallSite<Func<CallSite, object, IShape>>.Create(
+                new ForgivingConvertBinder(
+                    (ConvertBinder)Binder.Convert(
+                    CSharpBinderFlags.ConvertExplicit | CSharpBinderFlags.CheckedContext,
+                    typeof(IShape),
+                    null/*typeof(DefaultDisplayManager)*/)));
 
         public DefaultDisplayManager(IShapeTableFactory shapeTableFactory) {
             _shapeTableFactory = shapeTableFactory;
@@ -23,14 +29,6 @@ namespace Orchard.DisplayManagement.Secondary {
 
 
         public IHtmlString Execute(DisplayContext context) {
-            if (_convertAsShapeCallsite == null) {
-                _convertAsShapeCallsite = CallSite<Func<CallSite, object, Shape>>.Create(
-                new ForgivingConvertBinder(
-                    (ConvertBinder)Binder.Convert(
-                    CSharpBinderFlags.ConvertExplicit | CSharpBinderFlags.CheckedContext,
-                    typeof(Shape),
-                    null/*typeof(DefaultDisplayManager)*/)));
-            }
             var shape = _convertAsShapeCallsite.Target(_convertAsShapeCallsite, context.Value);
 
             // non-shape arguements are returned as a no-op
@@ -61,7 +59,7 @@ namespace Orchard.DisplayManagement.Secondary {
             return new HtmlString(HttpUtility.HtmlEncode(value));
         }
 
-        private IHtmlString Process(ShapeTable.Entry entry, Shape shape, DisplayContext context) {
+        private IHtmlString Process(ShapeTable.Entry entry, IShape shape, DisplayContext context) {
             return CoerceHtmlString(entry.Target(context));
         }
 
diff --git a/src/Orchard/DisplayManagement/Shapes/DefaultShapeBuilder.cs b/src/Orchard/DisplayManagement/Implementation/DefaultShapeFactory.cs
similarity index 91%
rename from src/Orchard/DisplayManagement/Shapes/DefaultShapeBuilder.cs
rename to src/Orchard/DisplayManagement/Implementation/DefaultShapeFactory.cs
index de4664528..6cd78d1bf 100644
--- a/src/Orchard/DisplayManagement/Shapes/DefaultShapeBuilder.cs
+++ b/src/Orchard/DisplayManagement/Implementation/DefaultShapeFactory.cs
@@ -3,8 +3,8 @@ using System.Linq;
 using ClaySharp;
 
 namespace Orchard.DisplayManagement.Shapes {
-    public class DefaultShapeBuilder : IShapeBuilder {
-        public Shape Build(string shapeType, INamedEnumerable<object> parameters) {
+    public class DefaultShapeFactory : IShapeFactory {
+        public IShape Create(string shapeType, INamedEnumerable<object> parameters) {
 
             var positional = parameters.Positional;
 
diff --git a/src/Orchard/DisplayManagement/Speculation/DisplayContext.cs b/src/Orchard/DisplayManagement/Implementation/DisplayContext.cs
similarity index 100%
rename from src/Orchard/DisplayManagement/Speculation/DisplayContext.cs
rename to src/Orchard/DisplayManagement/Implementation/DisplayContext.cs
diff --git a/src/Orchard/DisplayManagement/DisplayHelper.cs b/src/Orchard/DisplayManagement/Implementation/DisplayHelper.cs
similarity index 80%
rename from src/Orchard/DisplayManagement/DisplayHelper.cs
rename to src/Orchard/DisplayManagement/Implementation/DisplayHelper.cs
index c790b0f6f..8f94b7733 100644
--- a/src/Orchard/DisplayManagement/DisplayHelper.cs
+++ b/src/Orchard/DisplayManagement/Implementation/DisplayHelper.cs
@@ -4,22 +4,27 @@ using System.Linq;
 using System.Web;
 using System.Web.Mvc;
 using ClaySharp;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Shapes;
 
 namespace Orchard.DisplayManagement {
 
-
+    /// <summary>
+    /// Refactor: I this doesn't really need to exist, does it? 
+    /// It can all be an aspect of a display helper behavior implementation...
+    /// Or should this remain a CLR type for clarity?
+    /// </summary>
     public class DisplayHelper {
         private readonly IDisplayManager _displayManager;
-        private readonly IShapeBuilder _shapeBuilder;
+        private readonly IShapeFactory _shapeFactory;
 
         public DisplayHelper(
             IDisplayManager displayManager,
-            IShapeBuilder shapeBuilder,
+            IShapeFactory shapeFactory,
             ViewContext viewContext,
             IViewDataContainer viewDataContainer) {
             _displayManager = displayManager;
-            _shapeBuilder = shapeBuilder;
+            _shapeFactory = shapeFactory;
             ViewContext = viewContext;
             ViewDataContainer = viewDataContainer;
         }
@@ -60,7 +65,7 @@ namespace Orchard.DisplayManagement {
         }
 
         private object ShapeTypeExecute(string name, INamedEnumerable<object> parameters) {
-            var shape = _shapeBuilder.Build(name, parameters);
+            var shape = _shapeFactory.Create(name, parameters);
             return ShapeExecute(shape);
         }
 
diff --git a/src/Orchard/DisplayManagement/HelperFactories/DisplayHelperFactory.cs b/src/Orchard/DisplayManagement/Implementation/DisplayHelperFactory.cs
similarity index 69%
rename from src/Orchard/DisplayManagement/HelperFactories/DisplayHelperFactory.cs
rename to src/Orchard/DisplayManagement/Implementation/DisplayHelperFactory.cs
index 163b242ca..5936aefd9 100644
--- a/src/Orchard/DisplayManagement/HelperFactories/DisplayHelperFactory.cs
+++ b/src/Orchard/DisplayManagement/Implementation/DisplayHelperFactory.cs
@@ -1,24 +1,25 @@
 using System;
 using System.Web.Mvc;
 using ClaySharp;
+using Orchard.DisplayManagement.Implementation;
 using Orchard.DisplayManagement.Shapes;
 
 namespace Orchard.DisplayManagement {
     public class DisplayHelperFactory : IDisplayHelperFactory {
         static private readonly DisplayHelperBehavior[] _behaviors = new[] { new DisplayHelperBehavior() };
         private readonly IDisplayManager _displayManager;
-        private readonly IShapeBuilder _shapeBuilder;
+        private readonly IShapeFactory _shapeFactory;
 
-        public DisplayHelperFactory(IDisplayManager displayManager, IShapeBuilder shapeBuilder) {
+        public DisplayHelperFactory(IDisplayManager displayManager, IShapeFactory shapeFactory) {
             _displayManager = displayManager;
-            _shapeBuilder = shapeBuilder;
+            _shapeFactory = shapeFactory;
         }
 
-        public DisplayHelper CreateDisplayHelper(ViewContext viewContext, IViewDataContainer viewDataContainer) {
-            return (DisplayHelper)ClayActivator.CreateInstance<DisplayHelper>(
+        public dynamic CreateHelper(ViewContext viewContext, IViewDataContainer viewDataContainer) {
+            return ClayActivator.CreateInstance<DisplayHelper>(
                 _behaviors,
                 _displayManager,
-                _shapeBuilder,
+                _shapeFactory,
                 viewContext,
                 viewDataContainer);
         }
diff --git a/src/Orchard/DisplayManagement/Implementation/IDisplayManager.cs b/src/Orchard/DisplayManagement/Implementation/IDisplayManager.cs
new file mode 100644
index 000000000..4af4868cc
--- /dev/null
+++ b/src/Orchard/DisplayManagement/Implementation/IDisplayManager.cs
@@ -0,0 +1,12 @@
+using System.Web;
+
+namespace Orchard.DisplayManagement.Implementation {
+    /// <summary>
+    /// Coordinates the rendering of shapes.
+    /// This interface isn't used directly - instead you would call through a
+    /// DisplayHelper created by the IDisplayHelperFactory interface
+    /// </summary>
+    public interface IDisplayManager : IDependency {
+        IHtmlString Execute(DisplayContext context);
+    }
+}
diff --git a/src/Orchard/DisplayManagement/Implementation/ShapeHelper.cs b/src/Orchard/DisplayManagement/Implementation/ShapeHelper.cs
new file mode 100644
index 000000000..24470e2f6
--- /dev/null
+++ b/src/Orchard/DisplayManagement/Implementation/ShapeHelper.cs
@@ -0,0 +1,15 @@
+using ClaySharp;
+
+namespace Orchard.DisplayManagement.Implementation {
+    public class ShapeHelper {
+        private readonly IShapeFactory _shapeFactory;
+
+        public ShapeHelper(IShapeFactory shapeFactory) {
+            _shapeFactory = shapeFactory;
+        }
+
+        public IShape CreateShapeType(string shapeType, INamedEnumerable<object> parameters) {
+            return _shapeFactory.Create(shapeType, parameters);
+        }
+    }
+}
diff --git a/src/Orchard/DisplayManagement/Implementation/ShapeHelperFactory.cs b/src/Orchard/DisplayManagement/Implementation/ShapeHelperFactory.cs
new file mode 100644
index 000000000..cca8871d6
--- /dev/null
+++ b/src/Orchard/DisplayManagement/Implementation/ShapeHelperFactory.cs
@@ -0,0 +1,26 @@
+using System;
+using ClaySharp;
+
+namespace Orchard.DisplayManagement.Implementation {
+    public class ShapeHelperFactory : IShapeHelperFactory {
+        static private readonly ShapeHelperBehavior[] _behaviors = new[] { new ShapeHelperBehavior() };
+        private readonly IShapeFactory _shapeFactory;
+
+        public ShapeHelperFactory(IShapeFactory shapeFactory) {
+            _shapeFactory = shapeFactory;
+        }
+
+        public dynamic CreateHelper() {
+            return ClayActivator.CreateInstance<ShapeHelper>(
+                _behaviors, 
+                _shapeFactory);
+        }
+
+        class ShapeHelperBehavior : ClayBehavior {
+            public override object InvokeMember(Func<object> proceed, object target, string name, INamedEnumerable<object> args) {
+                return ((ShapeHelper)target).CreateShapeType(name, args);
+            }
+        }
+
+    }
+}
diff --git a/src/Orchard/DisplayManagement/ShapeHelper.cs b/src/Orchard/DisplayManagement/ShapeHelper.cs
deleted file mode 100644
index 1bc8af559..000000000
--- a/src/Orchard/DisplayManagement/ShapeHelper.cs
+++ /dev/null
@@ -1,20 +0,0 @@
-using System;
-using System.Collections.Generic;
-using System.Linq;
-using System.Text;
-using ClaySharp;
-using Orchard.DisplayManagement.Shapes;
-
-namespace Orchard.DisplayManagement {
-    public class ShapeHelper {
-        private readonly IShapeBuilder _shapeBuilder;
-
-        public ShapeHelper(IShapeBuilder shapeBuilder) {
-            _shapeBuilder = shapeBuilder;
-        }
-
-        public Shape CreateShapeType(string shapeType, INamedEnumerable<object> parameters) {
-            return _shapeBuilder.Build(shapeType, parameters);
-        }
-    }
-}
diff --git a/src/Orchard/DisplayManagement/Shapes/IShapeBuilder.cs b/src/Orchard/DisplayManagement/Shapes/IShapeBuilder.cs
deleted file mode 100644
index 9120225f5..000000000
--- a/src/Orchard/DisplayManagement/Shapes/IShapeBuilder.cs
+++ /dev/null
@@ -1,7 +0,0 @@
-using ClaySharp;
-
-namespace Orchard.DisplayManagement.Shapes {
-    public interface IShapeBuilder : IDependency {
-        Shape Build(string shapeType, INamedEnumerable<object> parameters);
-    }
-}
diff --git a/src/Orchard/DisplayManagement/Shapes/Shape.cs b/src/Orchard/DisplayManagement/Shapes/Shape.cs
index 822d352ca..169e30aaa 100644
--- a/src/Orchard/DisplayManagement/Shapes/Shape.cs
+++ b/src/Orchard/DisplayManagement/Shapes/Shape.cs
@@ -1,10 +1,5 @@
-using System;
-using System.Collections.Generic;
-using System.Linq;
-using System.Text;
-
-namespace Orchard.DisplayManagement.Shapes {
-    public class Shape {
-        public virtual ShapeAttributes Attributes { get; set; }
+namespace Orchard.DisplayManagement.Shapes {
+    public class Shape : IShape {
+        public virtual IShapeAttributes Attributes { get; set; }
     }
 }
diff --git a/src/Orchard/DisplayManagement/Shapes/ShapeAttributes.cs b/src/Orchard/DisplayManagement/Shapes/ShapeAttributes.cs
index a5977a84a..486820e6d 100644
--- a/src/Orchard/DisplayManagement/Shapes/ShapeAttributes.cs
+++ b/src/Orchard/DisplayManagement/Shapes/ShapeAttributes.cs
@@ -1,5 +1,5 @@
 namespace Orchard.DisplayManagement.Shapes {
-    public class ShapeAttributes {
+    public class ShapeAttributes : IShapeAttributes {
         public string Type { get; set; }
         public string Position { get; set; }
     }
diff --git a/src/Orchard/DisplayManagement/Speculation/DefaultShapeTableFactory.cs b/src/Orchard/DisplayManagement/Speculation/DefaultShapeTableFactory.cs
index f92ffb692..0faabbab7 100644
--- a/src/Orchard/DisplayManagement/Speculation/DefaultShapeTableFactory.cs
+++ b/src/Orchard/DisplayManagement/Speculation/DefaultShapeTableFactory.cs
@@ -1,13 +1,19 @@
-using System.Collections.Generic;
+using System;
+using System.Collections.Concurrent;
+using System.Collections.Generic;
 using System.Linq;
+using System.Linq.Expressions;
 using System.Reflection;
+using System.Runtime.CompilerServices;
 using System.Web;
+using Microsoft.CSharp.RuntimeBinder;
+using Binder = Microsoft.CSharp.RuntimeBinder.Binder;
 
 namespace Orchard.DisplayManagement {
     public class DefaultShapeTableFactory : IShapeTableFactory {
-        private readonly IEnumerable<IShapeProvider> _shapeProviders;
+        private readonly IEnumerable<IShapeDriver> _shapeProviders;
 
-        public DefaultShapeTableFactory(IEnumerable<IShapeProvider> shapeProviders) {
+        public DefaultShapeTableFactory(IEnumerable<IShapeDriver> shapeProviders) {
             _shapeProviders = shapeProviders;
         }
 
@@ -29,13 +35,13 @@ namespace Orchard.DisplayManagement {
             }
         }
 
-        private object PerformInvoke(DisplayContext displayContext, MethodInfo methodInfo, IShapeProvider shapeProvider) {
+        private object PerformInvoke(DisplayContext displayContext, MethodInfo methodInfo, IShapeDriver shapeDriver) {
             // oversimplification for the sake of evolving
             dynamic shape = displayContext.Value;
             var arguments = methodInfo.GetParameters()
                 .Select(parameter => BindParameter(displayContext, parameter));
 
-            return methodInfo.Invoke(shapeProvider, arguments.ToArray());
+            return methodInfo.Invoke(shapeDriver, arguments.ToArray());
         }
 
         private object BindParameter(DisplayContext displayContext, ParameterInfo parameter) {
@@ -45,9 +51,29 @@ namespace Orchard.DisplayManagement {
             if (parameter.Name == "Display")
                 return displayContext.Display;
 
-            return ((dynamic)(displayContext.Value))[parameter.Name];
+            var result = ((dynamic)(displayContext.Value))[parameter.Name];
+            var converter = _converters.GetOrAdd(
+                parameter.ParameterType,
+                CompileConverter);
+            return converter(result);
         }
 
+        static Func<object, object> CompileConverter(Type targetType) {
+            var valueParameter = Expression.Parameter(typeof (object), "value");
+
+            return Expression.Lambda<Func<object, object>>(
+                Expression.Convert(
+                    Expression.Dynamic(
+                        Binder.Convert(CSharpBinderFlags.ConvertExplicit, targetType, null),
+                        targetType,
+                        valueParameter),
+                    typeof (object)),
+                valueParameter).Compile();
+        }
+
+        static readonly ConcurrentDictionary<Type, Func<object, object>> _converters =
+            new ConcurrentDictionary<Type, Func<object, object>>();
+
         static bool IsAcceptableMethod(MethodInfo methodInfo) {
             if (methodInfo.IsSpecialName)
                 return false;
diff --git a/src/Orchard/DisplayManagement/Speculation/IShapeProvider.cs b/src/Orchard/DisplayManagement/Speculation/IShapeProvider.cs
deleted file mode 100644
index 69046e702..000000000
--- a/src/Orchard/DisplayManagement/Speculation/IShapeProvider.cs
+++ /dev/null
@@ -1,3 +0,0 @@
-namespace Orchard.DisplayManagement {
-    public interface IShapeProvider : IDependency{}
-}
\ No newline at end of file
diff --git a/src/Orchard/Mvc/ViewEngines/Razor/WebViewPage.cs b/src/Orchard/Mvc/ViewEngines/Razor/WebViewPage.cs
index cbca604bd..c21f476ab 100644
--- a/src/Orchard/Mvc/ViewEngines/Razor/WebViewPage.cs
+++ b/src/Orchard/Mvc/ViewEngines/Razor/WebViewPage.cs
@@ -35,7 +35,7 @@ namespace Orchard.Mvc.ViewEngines.Razor {
                 contextualize();
 
             _localizer = LocalizationUtilities.Resolve(ViewContext, VirtualPath);
-            _display = DisplayHelperFactory.CreateDisplayHelper(ViewContext, this);
+            _display = DisplayHelperFactory.CreateHelper(ViewContext, this);
         }
 
 
diff --git a/src/Orchard/Orchard.Framework.csproj b/src/Orchard/Orchard.Framework.csproj
index 320c51706..3c0e5db95 100644
--- a/src/Orchard/Orchard.Framework.csproj
+++ b/src/Orchard/Orchard.Framework.csproj
@@ -377,22 +377,24 @@
       <SubType>Code</SubType>
     </Compile>
     <Compile Include="ContentManagement\DataMigrations\FrameworkDataMigration.cs" />
-    <Compile Include="DisplayManagement\Secondary\DefaultDisplayManager.cs" />
-    <Compile Include="DisplayManagement\Shapes\DefaultShapeBuilder.cs" />
-    <Compile Include="DisplayManagement\HelperFactories\IShapeHelperFactory.cs" />
-    <Compile Include="DisplayManagement\HelperFactories\IDisplayHelperFactory.cs" />
+    <Compile Include="DisplayManagement\Implementation\DefaultDisplayManager.cs" />
+    <Compile Include="DisplayManagement\Implementation\DefaultShapeFactory.cs" />
+    <Compile Include="DisplayManagement\IShapeHelperFactory.cs" />
+    <Compile Include="DisplayManagement\IDisplayHelperFactory.cs" />
+    <Compile Include="DisplayManagement\IShape.cs" />
+    <Compile Include="DisplayManagement\IShapeAttributes.cs" />
     <Compile Include="DisplayManagement\Shapes\Shape.cs" />
     <Compile Include="DisplayManagement\Shapes\ShapeAttributes.cs" />
     <Compile Include="DisplayManagement\Speculation\DefaultShapeTableFactory.cs" />
-    <Compile Include="DisplayManagement\Speculation\DisplayContext.cs" />
-    <Compile Include="DisplayManagement\DisplayHelper.cs" />
-    <Compile Include="DisplayManagement\HelperFactories\DisplayHelperFactory.cs" />
-    <Compile Include="DisplayManagement\IDisplayManager.cs" />
-    <Compile Include="DisplayManagement\Shapes\IShapeBuilder.cs" />
-    <Compile Include="DisplayManagement\Speculation\IShapeProvider.cs" />
+    <Compile Include="DisplayManagement\Implementation\DisplayContext.cs" />
+    <Compile Include="DisplayManagement\Implementation\DisplayHelper.cs" />
+    <Compile Include="DisplayManagement\Implementation\DisplayHelperFactory.cs" />
+    <Compile Include="DisplayManagement\Implementation\IDisplayManager.cs" />
+    <Compile Include="DisplayManagement\IShapeFactory.cs" />
+    <Compile Include="DisplayManagement\IShapeDriver.cs" />
     <Compile Include="DisplayManagement\Speculation\IShapeTableFactory.cs" />
-    <Compile Include="DisplayManagement\ShapeHelper.cs" />
-    <Compile Include="DisplayManagement\HelperFactories\ShapeHelperFactory.cs" />
+    <Compile Include="DisplayManagement\Implementation\ShapeHelper.cs" />
+    <Compile Include="DisplayManagement\Implementation\ShapeHelperFactory.cs" />
     <Compile Include="DisplayManagement\Speculation\ShapeTable.cs" />
     <Compile Include="Environment\IContextualizable.cs" />
     <Compile Include="Environment\IHostLocalRestart.cs" />