Supermodel Homes

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SuperModel BY

"We offer borne* ,uni lifestyles ... "'

KEITH

Homes TM

KRUMWIEDE

design options ... and thousands of deco-

home will live as well as it looks."" The

clothed m co-opted value sv stems that

rator selections." 1 After selecting .1 home

sales experience transforms a more or less

construct visions ol the good life, free

ON HIGHWAY 2 9 0 , IN NORTHWEST HOUSTON,

plan, buyers meet their designer to final

typical suburban home into an "innova-

from everyday struggles.

superstores otter cvcryd.iv low prices tor

i/i tuiislu s and fixtures and an assigned

tive design" achieved through "incompa-

everything needed to stock the average

a Personal Builder 1 * 1 who supervises con-

rable choice" with "inspired service." 1 "

tional domain ol marketing — are now

American home and fuel the average

struction of their "custom" home. The

The buyer is not just purchasing a house,

literally constructed through marketing.

American lifestyle. Wal-Mart, Home

buyer can check construction status daily

hut a perfectly crafted and carefully mar-

Planning is dead. And not just in

Depot, target, Academy Sports and

via a personal, password-protected

keted lifestyli

Outdoor, and others populate a big-box

1 lomebuyer web site.

landscape of high volumes and deep dis-

In the build on Your I ot program, a

Cities — as marketplaces, the tradi-

I liuiston, which is notorious for its lack ot /oning, hut is frankly 110 better or

Marketing as Planning

worse than any other sprawling American

counts, hi 1997, a new player entered the

critical component of the New I lome

Marketing is everything — and not just at

big-box game. David Weekley Homes1*1

metropolis. Notwithstanding the recent

Center1*1, buyers can even choose to

David Weeklev Homes1*1. It shapes both

popularity ol lifestyle magazines —

opened the David Weekley New Home

build their David Weekley1*1 home any-

our products and our relationships to

Wiill/hiper'.

Center™, a 17,000-squarc-foot super-

where in I louston. Weekley — the largest

store. 1 This "one-sfop home shop''

products. It effectively and efficiently

visions ol jet-set urbanity in plush, scxed-

homebiiilder in lex.is. and the second

transforms our world through formulas

up environs, the suburban dream and its

turned the superstore concept inside out:

largest in the U.S. — sells almost I ,()()0 square feet. It costs

with the lack ol any geographic impedi-

transfer easier. If each house were deeply

term tor spacc-wc-don't-know-what-lo-

anywhere from a modest JI'M.OOO for the Urban model from the Build on Your

Writing about Houston in \^~H, British architecture and design critic Keyner banham noted that the city "has no native-grown culture with which to

David Weekley's big box.

porary residential developers' plans) is least distinguished by any character

I he second model on the David

ments or zoning, that then, as now, drives

different, then something other than a

do-with-yet. The Wilkins' not-so-subtle

the speculative production m this city.

spreadsheet would be required to assess

l-reneh theme in blue and yellow carries

Lot program to $485,000 for a Custom

but he missed the game's importance: It is

and communicate its market value as

through to the color-coordinated soeks

Classic version located at Cole's Crossing,

the culture with which we explain our-

covered by the mortgage.

and shirts hanging to dry in the laundry

described as "an exit from the fast lane

room. lit the kitchen, prints of Parisian

... where the milkman still delivers."' 1 (In fact, buyers receive six mouths ol free

selves to ourselves. Ever since the Allen

Design distinctions offer no competi-

brothers gambled on the marketability of

tive advantage in the housing market. A

street scenes line the walls, and a cook-

a bend in buffalo Bayou, Houston's

unique product, however innovative or

hook titled Backroad Bistros, Farmhouse

milk delivery! A step up from the

"native-grown culture" has been real-

intelligent, introduces an unacceptable

fare lies open near a wicker breadbasket

Wilkins, the Collingsworth introduces the

estate speculation. And marketing.

level of financial risk tor developers and

overflowing with baguettes.

increasingly popular "children's retreat"

banks alike. Success sells, and difference

The Wilkins is not the smallest plan

between bedrooms two and three. It's

Big-Box Urbanism

is dangerous. With design reduced to

in David Weekley's arsenal. In fact, at

described as "a special place just tor the

Market mg-as-planuiiig structures

replicating previous successes, the ques-

approximately 2,200 square feet, it's

kids, where they can do their homework,

I louston as a vast retail environment —

tion becomes how to distinguish an

almost 600 square feet larger than some-

play games, or watch T V while mom and

not just a city of big boxes, but the mv

undistinguished housing product.

thing called the Eastdale. But the Wilkins

dad enjoy some quiet time with a movie

is clearly the starter house in the Idea

or reading by the family room f i r e . " N

I ionics trio.

The room holds an easel and several

as a big box. Wal-Mart, not only the world's largest retailer but also the

As all real estate products — houses, townhouses. subdivisions, retail centers —

30

i v m w e i \ 2 n it 1

C i t e

5 4

b o a r d names, a l o n g w i t h a c o l o r f u l a r r ay

Weekley I l o m e s 1 s | . ( T h e K r a m e r , f o r

Props 1 M p r o d u c t line — a c o m p u t e r,

obsessed w i t h architecture, w h e n architec-

ol kid-friendly furniture.

instance, measures 4 , 5 0 0 square leei, and

stereo, and television.

ture is so clearly n o t the issue in Weekley's

[Tie display m o d e l corresponds per-

is available at Cole's C r o s s i n g f o r a b o u t

The k i d s ' b e d r o o m s i n the Winchester

w o r l d ? W h y not medicine? O r law?

fectly w i t h the idealized life o f Weefcley's

1 5 0 0 , 0 0 0 . ) But a m o n g the three Idea

are the most fully developed spaces m the

l i t e r a t u r e, t h e kids in this house, r u n g

I l o m e s , the Winchester represents the t o p

Idea I lomes. These children are a m b i t i o u s

I l . u n i l t on once observed, " D e s i g n is a sales

t w o o n the ladder to domestic btiss, are

o f the ladder, the u l t i m a t e in the three

a n d hard w o r k i n g , w i t h clearly defined

w e a p o n . " i ' T h e designer is a m a r k e t i n g

slightly olde r t h a n those at the W i l k i n s

steps-to-success, D a v i d Weekley N e w

dreams and a m b i t i o n s , b e d r o o m four is

a i d , I l a t n i l t o n argued; the fact t h a i some-

and are s t a r t i n g to display personality

H o m e Center"" 1 s u p e r m o d e l series.

the r o m a n t i c traveler's r o o m , w i t h m o d e l

one t h o u g ht a b o u t the design of a p r o d u c t

biplanes, sailing ships, and hot-air bal-

is more valuable l o sales than ihe product itself. D a v i d Weekley wields his sales

traits w i t h their b e d r o o m furnishings. I he

As y o u enter the Winchester, y o u ' r e

because, as British artist Richard

y o u n g g i r l in b e d r o o m three is still

greeted by the butler — a f l a t , stiff b u t l e r

loons accompanied by Victorian-era paint-

obsessed w i t h d o l l s (an a n t i q u e baby car-

cur o u t o f w o o d and p a i n t e d t o resemble

ed w o o d e n figures. In I he closet, t w o

w e a p o n w e l l , capitalizing o n a r c h i t e c t u r es

nage sirs in her r o o m ) , w h i l e the y o u n g

a servant f r o m Masterpiec e Theatre. I le

leather suitcases a w a i t duty.

c u l t u r a l cachel m o r e than architects do.

hoy in b e d r o o m t w o is in the midst of a

stands in the lover, h o l d i n g a s e n 111:•. n . n

b e d r o o m n u m b e r t w o (if only the

Weekley distinguishes his p r o d u c t

p o l i t i c a l l y correct c o w b o y s - a n d - l n d i a n s

w i t h f o u r crystal b r a n d y snifters. W i t h

occupants had n a m e s ! ! is h o m e t o the

l i m n other speculative residential c o n -

phase. (I lis w a l l p a p e r shows an integrated

this aristocratic f l o u r i s h , the scene is s e t

f u t u r e archeologist. P r e h i s t o r i c - l o o k i n g

s t r u c t i o n w i t h a m a r k e t i n g c a m p a i g n that

models o l insects, a b o o k o n lossils, a

emphasizes his c o m p a n y ' s design intelli -

Southwestern c a m p w i t h teepees a n d a

A d i n n e r party is about t o take place.

c h u c k w a g o n ) . A p p a r e n t l y (he boy also

g l o b e , a n d an A f r i c a n d r u m sit a m o n g

gence MU\ sensitivity at every t u r n . W i t h

dreams o l g r o w i n g up t o be D a v i d

d e l i c i o u s - l o o k i ng (albeit artificia l I desserts

I n tin- lett u l the foyer, the table is set, and

rattan f u r n i t u r e . M o s q u i t o n e t t i n g drapes

t y p i c a l i m m o d e s t y , the website stales.

Week ley1*'1. O n his desk, beside a t o m a -

are lined up o n the sideboard. T o the right.

the c a n o p y bed , a n d a Rtiiders

" L i f e D c s i g n ' N l blends the f u n d a m e n t a l s o l

h a w k and beneath a Buffalo Kill poster,

dark-stained w o o d w a i n s c o t i n g and b u i l t -

Lost Ark

sits a P r o p s ™ c o m p u t e r w i t h a sales

in bookcases line the walls of the library,

report displayed o n its frozen screen.

w h i c h ie.nines an antique d r o p - f r o n t w r i t -

at the front of the house, belongs l o a

h o m e t h a i looks better — a n d lives better

A c c o r d i n g t o the r e p o r t . Props' 111 p r o d u c t s

ing desk and a crystal decanter tilled w i t h

y o u n g w o m a n obsessed w i t h architecture.

— than al l the r e s t . " " ' A n d at the N e w

p r o v i d e a c r i t i c a l sales advantage t o the

faux Scotch. I urioiisly, l.eon l Iris's

She appears little interested in the teenaged

1 Untie C e n r c r m , architecture , a s y m b o l o f

Anna-

of

the

poster hangs n e x t t o the door.

The lasr r o o m , b e d r o o m n u m b e r three

design, architecture , engineering, physics, psychology, and sociology to create a

home seller; f o r the past l o u r q u a r t e r s,

geddon claims a p r o m i n e n t place o n the

1 lappings that annoy adults; o u h a leu

s uca ss a n d one o f m a r k e t capitalism's u l t i -

sales o f m o d e l homes w i t h l ' r o p s 1 M elec-

bookshelf. Has D a v i d W e e k l e y ™ imagined

desultory clippings of heartthrobs and a

mate l u x u r y g o o d s , is m a d e available i n a

tronics have o u t p e r f o r m e d those w i t h o u t .

rhe n e u t r o n - b o m b scenario as well?

h o m e c o m i n g r i b b o n are displayed on a

retail f o r m a t — the big b o x superstore —

small tack b o a r d . This y o u n g w o m a n

f a m i l i a r to every A m e r i c a n shopper

T h e C o l l i n g s w o r t h ' s FlexSpace 5 ** is

As in the other homes, the kitchen is

an o p t i o n a l attic r o o m c o m p l e t e w i t h

the picture o l g o o d , healthy l i v i n g . Plastic-

focuses o n her goals. A w i r e model o l the

d o r m e r s . Perhaps the c o w b o y - l o v i n g son

artichokes w a i t i n g t o be prepared o n the

laffel Tower stands next to the bed.

Without

chose its -.aloon f u r n i s h i n g s : s w i n g i n g

c u t t i n g b o a r d , fresh herbs dry o n a rack,

Framed photographs o f classical details

to Architecture

d o o r s , saddle b a r s t o o l s , c o w b o y boots, a

and a can of Cihirardelli coffee sits on the

hang o n the w a l l s , along w i t h a surrealist

ing architect's r o o m , then the mechanism

full-sized Joh n W a y n e c a r d b o a r d p l a c a r d ,

counter. A c o r n u c o p i a o v e r f l o w s w i r l i

montage of the interior of a G o t h i c cathe-

and message w o u l d be m o r e transparent.

and c a r t o o n c o w b o y w a l l c o v e r i n g .

wheat o n the island next t o the range.

dral overlaid o n an A i g c t - l i k e u r b a n street

D a v i d W e e k l e y I M is selling choice w i t h o u t

O n the other side o f the spacious l a m

Several r e s i n - f i l l e d , l o a m - t o p p e d beer mugs a n d a few b o w l s o f stale p o p c o r n

ily r o o m , the owner's retreat is finished in

If Bernard Rudofsky's Architect* from

Architecture

were o n the shelf next Without

in die aspir-

scene. A slipcover o n the chair al the draft-

risk, exclusivity w i t h o u t expense, "architec-

ing table matches a T'rank L l o y d W r i g h r -

t u r e " w i t h o u t the hassles associated w i t h an

sit next to u n p l a y e d hands at the poke r

French neo-classical style. The wallpaper

inspired bedspread, The shelves are

architect, hut all the real decisions have

table. It's as it a n e u t r o n b o m b has erased

shows a classical frieze, and framed beaux

stocked Willi hooks on architecture (along

already been made — by the market. •

all the o c c u p a n t s w i t h o u t d i s t u r b i n g their

A r t s prints hang on the walls. A breakfast

w i t h , oddly, a copy o l \\i>inmy

domestic d r e a m s .

tray rests o n the o t t o m a n , complete w i t h a

Assorted Frank l.loyd W r i g h t volumes

Dearest).

fresh b o w l of plastic strawberries, a plastic-

keep c o m p a n y w i t h a b o o k of late 2 0 t h -

spying o n strangely perfect S t c p f o r d lanu

croissant — f r o m the W i l k i n s bakery, per-

century skyscrapers, a technical d r a f t i ng

i u ' v In several r o o m s , ( m h r o i d c r c d pil

haps? — and an empty coffee cup. A p h o t o

b o o k . .\\\i\ Diana Agrest's

l o w s sport clever sayings: " I f y o u w a n t

o n the dresser shows smiling grandparents

from

the best se u in the house, move the d u g " ;

w i t h three teenaged children. Through a

shelf in the closet, and nosy shoppers w h o

" M y f a v o r i t e t h i n g t o m a k e f o r d i n n e r is

corner w i n d o w , a person relaxing in the sit-

open the d r a w e r next to the desk f i n d a

r e s e r v a t i o n s " ; and " I may have m y f a u l t s ,

t i n g area c o u l d l o o k o u t o n t o ... an over-

collection o l d r a f t i n g supplies.

By n o w , y o u feel as t h o u g h y o u ' r e

Without.

Architecture

A d r a w i n g tube sits on the

bur being w r o n g is not one of t h e m . " T h e

f l o w i n g dumpster in the p a r k i n g lot next

unseen Weekley set d e c o r a t o r seems t o be

door, The trash is conspicuously out o l

Idea H o m e s at D a v i d Weektey's N e w

a s k i n g , " I l o w c o u l d a n y o n e w h o lives

place in this perfect w o r l d . Tor a m o m e n t ,

H o m e Center 1 1 1 , this last one — filled

this w e l l be w r o n g ? "

rhe illusion is b r o k e n .

w i t h architectural a m b i t i o n — is the most

T h e three upstairs b e d r o o m s sur-

T h e C o l l i n g s w o r t h s m a y not be

M o r e than any other r o o m in the

strongly l l i e m e d , M o v i n g t h r o u g h the

w r o n g , but t h e y ' r e n o t as right as their

r o u n d the requisite children's retreat. T h i s

homes on D a v i d Weekley C o u r t , it is

n e i g h b o r s . The W i n c h e s t e r measures

retreat is clearly the d o m a i n o f teenagers,

ODl b u s h o w carefully the domestic envi-

i,401l square lect and is priced as l o w as

T h e b o a r d game Clue (it was the butler in

r o n m e n t is crafted to articulate a progres-

$ 2 2 7 , 0 0 0 on your o w n " U r b a n " lot.

the t u \ ci w n li ihe brandy s n i f t e i !

sion t h r o u g h three stages in the life o f a

The

is hid

biggest of the three Idea H o m e s , the

den in the closet. C o m m a n d i n g far m o r e

successful family. Bin ilns last r o o m — the

W i n c h e s t e r still ranks a significant n o t c h

a t t e n t i o n , a bookshelf/desk unit a l o n g the

end of all the family's striving? — is c o n -

b e l o w the biggest, most expensive D a v i d

w a l l displays w h a t must he the c o m p l e t e

fusing. W h y is this f i c t i o n a l y o u n g w o m a n

1. New Home Marketing Company, www.nrwhintK-swii.liii.i.ci mi 2. AJitiritpu.il New Home i eaten opened outside li.ill.is in |.mit.in 211(11 .mil in Austin in |,inu.irv 2(1(12. 3. www.J.ividW(.'i'klL-vliip|iti-s.coni/iilic.,isp 4. IhiJ. 5. www.il.ivnJuTi'klcy In inics vi mi/ new sip ii mi t,icis..isp h. www.d.lvidweek ley In line's.e'nni/se.ireh..isp. Searching rlis online database, tine ImJs houses ranging from ,i 1,700-squore-fooi $122,000 house I,, j 4,500-square l.pp.i 1525,000 house. ~, www.d.iviJwi'L'kk'vhnincs.c'inii/davidtesBon.asp 8. Ibid. 9. www.d.ividwi,rWryliiiiiu-s/.ihi>iirus..isp II). Ihid. 11. ll.iiili.im, Keynes "( ollect $2,000,000," New Society, Time 1'v. I""S. p, SOS. 12. www,d;widwi'ckleyhmiH's.ci>iii/iilK..isp 1I. wwu.d,iviJwe