Today is RetroRenovation.com’s second birthday. And on this occasion I would like to introduce something I’ve been noodling for the better part of the year — an all-new term that I have invented: “Mid-century Modest.” I first used the term at my home show talks in Eugene in March…and then again when I met with the wonderful Portland MCM League group for dinner right after. I believe that author Cara Greenberg is credited with coining “mid-century modern,” in 1985, with her book of the same name. A mere 24 years later, let me introduce “Mid-century Modest” and along with it, the Mid-Century Modest Manifesto.
I think that we all pretty much know what “mid-century modern” design is all about, at least in its popular incarnation. There is an entire philosophy behind it, but in short, it’s typified today by sleek and futuristic designs like Saarinen tulip chairs, $6000 Eames lounges, and experimental-shaped, high-ceiling, loft-like contemporary homes. The irony is that while mid-century modern design came out a kind of communist “internationalist” ethic aiming to make housing more accessible to the masses, it can actually be out of reach. As you know, I like to call it “high falutin’ mid-century modern design” in recognition that authentic licensed designs are very expensive.
My new term, Mid-century Modest, recognizes the fact that while there may have been 1 million mid-century modern homes built in postwar America, there were about 29 million Mid-Century Modest homes. And, while Americans may have had a progressive social and economic outlook, they tended toward the conservative in their homes. In all these years, nothing quite says “stable and affluent” in the U.S. of A. like a center entrance Colonial. That’s why we see so many Early American elements both inside and outside our postwar homes. Finally, while some pundits today consider the vernacular mass-market postwar design all too “kitsch” and pretty much spit on the idea of “tract” houses and all they stood/stand for, I say: Let’s celebrate Mid-century Modest, too – because this era of American housing and all it encompassed were really quite fascinating and special.
So, that said, here is a first draft of my “Mid-Century Modest Manifesto”:
The Mid-Century Modest Manifesto
NO QUESTION, we love Mid-Century Modern homes,
the high falutin’ designer kind.
BUT IN POSTWAR AMERICA, while we built
maybe 1 million mid-century moderns –
we built some 29 million Mid-Century Modest homes.
MID-CENTURY MODEST:
Mainstream. Main Street. Mass produced. Middle Class homes.
ROYAL BARRY WILLS Cape Cods at one end of the architectural spectrum.
CLIFF MAY Ranches on the other.
AND OVER THE NEXT 30 YEARS –
a gazillion prosaic, vernacular melting-pot variations in between.
MID-CENTURY MODEST HOMES ARE: Small –
1,000 square feet for many years running.
“SMALL” TODAY– but to their owners starting in 1946,
they were the culmination of the American Dream.
Following years of economic Depression and WWII,
these little homes were an amazing gift.
HOW DO WE LOVE THEE, Mid-Century Modest homes?
Let us count the ways…
- Built with love and immense gratitude.
- Wonderful features – pastel bathrooms, fitted kitchens, livable layouts.
- Knotty pine paneling – installed by Gramps.
- Lots of ingenious Americana
like Nutone exhaust fans, Hall-Mack Tow’lscopes, and Dishmasters. - Wallpaper and pinch pleats and pull-down kitchen lights.
- Boomerang cabinet pulls and wagon wheel lights and braided rugs.
- Indoor plumbing.
- Unpretentious. Exuberant. The first taste of true material comfort
for many millions of people. - Our houses have stories…
Stories about the beginning of a new American era still playing out today. - Did I mention small? Yes. But small is — green.
- Small is quite often: “enough.”
THERE IS MUCH TO APPRECIATE in our Mid-Century Modest homes.
And certainly nothing to apologize for.
GRANITE countertops? Who needs ‘em, especially when they come with
a home equity loan that stresses our family finances beyond our limits.
What silliness. What Insanity.
SHHHH! Don’t tell anyone, but our Mid-Century Modest homes,
because they are so unpretentious by today’s standards,
can be much more affordable to buy and to renovate.
RETRO RENOVATION is very much about the “Re”:
Reduce. Re-Use. Recycle. Restore. Re-Store.
Returning to the source of “The American Dream”…
And in the process, re-thinking what we want it to mean for us today.
OH YEAH, and Retro style has a happiness-quotient that is off the charts.
WE LOVE our Mid-Century Modest homes
in all their glorious simplicity and optimism,
and cherish the opportunity to safeguard their history and heritage.
That’s the: Mid-Century Modest Manifesto.
Copyright © RetroRenovation.com 2009
Yeehaw, mid-century *modern* and *modest* 
Mid-Century Modest Gardening: Climbing and Rambling Roses 
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Pam, you’ve captured it … beautiful!
Nicely done Pam! Happy Anniversary and Thank You for your tireless efforts with this site…it has been a priceless wealth of information and support to us.
You hit the nail right on the head! I love it! Happy,Happy Birthday!
Pam,
Fabulous idea and execution that says it all. Well, if I may, one teeny tiny nit-pick. These glorious homes, because of their size, age, and unpretentiousness are also more affordable to buy — in addition to renovate.
When will there be a book that explains, and illustrates all of this for the rest of the world? Or, maybe we don’t want everyone to appreciate these homes because it would just cause them to become more expensive to buy? Naw, I would love a book!
And, add my Happy Birthday wishes to those of everyone else.
It kills me that Sarah Susanka has made her millions authoring “The Not So Big House”, as if the idea were revolutionary. I mean no disrespect to her, but when the solution is hiding in plain sight it’s the artists and architects who should be at the forefront of the recognition and new-found appreciation of good, sound work, and the way of life it promoted. Not *all* the dads of that era were The Man In The Gray Flannel Suit, for crying out loud. And as for Pete Seeger and his haughty rendition of “Little Boxes” I say: Pooh!
We are *not* “all made of ticky-tacky” (and I know of no one who is), and we’re *not* all the same”. Keep on keepin’ on, Pam. I’m right behind you.
What an excellent new term you’ve created! It describes my 1964 cottage-sized ranch perfectly. Brand name furniture and fixtures are beyond my budget anyway…
My thoughts exactly. There’s so much to feel good about within Mid Century Modest: the sincere appreciation of a wonderful design ethic, on all its levels, and the ability to regenerate the American Dream, as it was and as it can be.
Happy Anniversary, Pam and RR. Thanks for all you do.
You should be very, very proud. Have I ever mentioned how much I enjoy your creation? I am sure there are many folks indebted to you that are not so…um..vocal.
Happy Birthday and many more.
Brilliant, brilliant, brilliant.
AMEN, sister!
Yes, Happy 2nd Anniversary, Pam! Thank you for giving us our daily dose of retro/MCM “stuff” that keeps us happy!
I have a Mid-Century Modest home, too, although mine is a bit larger than 1000 square feet. To me it is the epitome of middle-class America.
Happy Birthday RR and Pam! :O)))
So happy I found this site it has been such an inspiration!
Yes, I love my 1950 mc modest home of 1050 feet, it suits us just fine!
That’s how I have always wanted to decorate, I call it 50′s decorating the way most homes were. I have a few mcm type touches, though many of them are kitschy, but I LOVE kitsch, and love my colonial ethan allen furniture, it’s built to last forever. I can appreciate mcm but not when it’s too sterile and modern with no kitschiness or homey touches.
You are right when you say most people in the 50s were more mc modest, and some had the “mcm” touches, like heywake or atomic drapes etc, but you almost always saw it mixed with traditional. I don’t like the snobbery some people give trad. and kitsch but then again thanks to that I got my furniture cheap, lol! ;O)
Great post Pam! Keep it up, we’ll keep cheering you on!
Happy Birthday! Pam, your definition of MC-Modest is right on the button (a cloth-covered button on a lovely Early American-style sofa with a nice little pleat around the bottom.)
Happy 2nd Birthday Pam! I’m a newbie to re-discovering the beauty and simplicity of mid-century design having purchased our 1954 ranch 1.5 years ago. I feel so fortunate to have stumbled upon your site months ago as you have already steered me in the right direction on so many occasions. (I wouldn’t have known to ask to see the “special order” samples of aqua boomerang formica for my countertops at Home Depot if not for your site.) After logging on each morning, this is the first place I go to see what you have to share with us today. THANK YOU and please keep bringing us your ideas and insights (such as your Mid-Century Modest Manefesto) to your loyal followers!
Happy Birthday Retro-Renovation and Pam! It’s hard to believe it’s only been two years when I think about all the ideas and sources you’ve publicized. I discovered Retro Renovation over a year ago, and my perspective on my mid-century modest ranch has never been the same!
Thank you, and congratulations on a job well done. Here’s to the next two (or many more!) years.
I love it! A home run for sure, with apple pie waiting at the end of the game. Happy Anniversary. RetroRenovation.com has increased my enjoyment of my tweeny MCM house and directed my redecorating attempts. I say “tweeny” because our house is a bit bigger than Modest, but not so opulent as others in this neighborhood built by people who had definitely “hit the UMC” in the early 60s.
YES!!!!!!!!!!!!!!!!!!!!!! Loved this post!
AND: Happy Birthday!
OK…since several people have made mention of it: What ever happened to the “winged sofa” (in rust/orange/gold/brown indistructable Herculon or Dralon) ?
Pam, I love this term and have been trying to educate my fellow Realtors about the differences between mid-century modern and mid-century modest. I will be directing them to this post.
Pam, you’ve done an excellent job in articulating the appeal of the vernacular domestic architecture of the middle period of the last century [how's that for high falutin' words?]. Your manifesto and the phrase “Mid-Century Modest” captures it perfectly.
It is somehow comforting to know that there are others who share my enthusiasm for these homes, and not just for purely economic reasons. Keep up the good work.
Love it all, from low-brow to high-brow and everything in between. Happy Birthday!
Hi Pam,
Happy Anniversary!!! I will be celebrating my two year anniversary of owning my 1959 Mid Century Modest Ranch of 1295 sq.ft. here in Florence,MA next weekend, Oct30th. You and your website have been very inspirational as I renovate and rehab my home.
John
Congratulations Pam! And excellent post. You’ve been an inspiration and a great help with resources as well. Also I am so happy – and admire you for updating the site with a new post every day. Some bloggers post sporadically and some take the weekends off…but not OUR Pam!
Happy Anniversary! You started retrorenovation on the same day I got married so we’re both celebrating 2nd anniversaries today!!!
Love the Mid-Century Manifesto, Pam! And I love your blog(s). I find your sites incredibly inspiring and I always enjoy my stops here. Happy Anniversary!!
“Mid-Century Modest” I love it! This the perfect word for all of us Garage , flea market, and Estate sale Junkies who thrive on finding perfect things for out ‘Modest’ homes
Kudos Pam! and Happy 2nd B-day Retro Renovation!
My house might technically fall under the modern category, but it’s less than 1000 sq ft and not a designer model. There were several of these built in my neighborhood around 1955. Basically a square box with a low pitched roof, extra wide eaves and neat clerestory windows in the front. I call it my mid-century cottage, or mini mid-mod. A kind of mix of modern and modest.
I think some of the best things about houses of this era is the quality of construction and their unpretentious nature.
Happy Anniversary, and well done! I don’t feel exactly right calling my house mid-century modern because it’s really not, yet you want a common term to refer to it as. And mid-century modest really does fit. Yes, MCM-odern is very beautiful and I do love some of it (for instance, I just bought an original Bertoia bird lounge chair for a steal), but I like the coziness and comfort of the more modest homes (for instance, I like a little clutter and less white) that really purvey what the mid-century was like to me. I love the inclusion of early American furnishings in the home because it’s so homey and fifties, yet I love a good Saarinen tulip chair just as much. I’m so thankful of thrift stores, antique stores, and flea markets allowing me to get the greatest mix of what made the mid-century so great. Congratulations on such a successful site! Thanks!
This statement is a celebration of actual mid-century American culture and tastes! Well put! Love the term. I would only add that just as what seems “small” today was perceived as very comfortable back then (don’t forget crowded wartime living conditions), what seems conventional today, like 1960s cookie-cutter ranch homes, WAS wonderfully modern in the context of the times. To the average “mid-century modest” housewife, a kitchen peninsula and L-shaped dining/living room were exciting modern features. And who cares about having a flat roof or sleek Eames furniture when you can have all the electric appliances you ever dreamed of! I think of this kind of thing as “mass-market modernism,” but “mid-century modest” is a great term to keep the mid-century trend from becoming gentrified. There will always be a place for Grandma’s lace curtains.
I vote Pam writes a book entitled “Mid Century Modest”. The timing is really right for it, with people seriously reconsidering their spending.
I second Viriginia’s suggestion. I would love to see something written on our Mid-Century Modestism!
Im with Virginia and Heidi!!!! Write a book Pam! I’d buy it and proudly display it on my coffee table!
I am going to try to send you some pictures that were taken of my place for the insurance people. Let me know if you don’t get them, then I’ll try mailing them. Hugh
I can’t believe it’s only been two years for RetroReno — it seems like it’s been a part of my daily reading life forever!
Pam, I’m very grateful for all the hard work you put into making this blog an invaluable resource for all us vintage nesters. Hip hip hooRAY for all things Modestist!
Happy 2nd Birthday…and many more to come. You have been such an ispiration during the last two years of my 11 years of ownership of my modest mid century ranch/cottage.
When I found ya, it was so nice to see my lifestyle being appreciated by others who have this same love. I’m so glad this time period of history existed, without it my life wouldn’t be nearly as much fun!
Happy anniversary! I’m so grateful that you posted this, and I love the term Mid-Century Modest. While I can admire the Eames/Nelson/etc. designs, it’s modest style that really draws me. I’ve been watching some DVDs of the 1970s Bob Newhart show, and loving their apartment. While it does have some aspects of “high-falutin” style, most of their decor is more modest. Thanks again for the great post, and wonderful blog!
It is somehow comforting to know that there are others who share my enthusiasm for these homes, and not just for purely economic reasons.
I’m glad you mentioned the knotty pine
Also, I’m amazed at those ‘home’ shows where they demolish a perfectly good MCM home to put granite et al. just to resale. Or the new shows where people build “green” houses. What’s more green then buying a MCM home. And it’s a home-not just a house.
Oh, how remiss of me….Happy Birthday!!
I love that term “mid-century modest”! Great concept Pam. That is exactly what we have in our 1040sf 1954 ranch. While there are a few things I would like to “upgrade” I certainly want to keep it’s down-to-earth comfort and simplicity. I’d love to see more about making the most of our smaller footprint houses, maybe some ideas about furniture placement, such as entertaining in smaller rooms, etc. DIY period friendly storage in kid’s rooms, etc.
Funny, I have been talking with my mom about the modest lifestyles pre 1980s. As a dish collector i am interested in the fact that most women recieved a set of dishes as a wedding gift and used it for a lifetime. Your “pattern” was a precious thing and special serving pieces were saved for and added to your set. Fabric and patterns were carefully chosen and lovingly made, then worn and passed down or cut apart to make other things. One of my favourite skirt and vest sets was made from my mothers old skirt in the 60s. There werent a million stores selling truckloads of imported plastic. Kids selected a toy or two from the sears catalogue and “wished” for that toy. Some people had more money than others, of course, but i dont ever remember seeing anyones home piled high with plastic bags, boxes of clothes and toys everywhere. No one owned that much stuff and we never missed it…….oh and the best part…..what you had was probably made in a factory in THIS country by people who lived down the street.
enough nostalgia…..happy birthday Pam
Pam, I am with ya! And congrats on the anniversary of the blog. Thanks for all you do!
I grew up in one of these mid-century modest homes… a three-bedroom, 1100 square foot bungalow in the ‘burbs with gorgeous parquet oak floors, built in 1954. I live in a much bigger mid-century modern home now with my own family, but I find myself hankering for my dad’s house, with its wonderful lay-out and good use of space… and those incredible floors.
Thanks to everyone for all of these wonderful comments … for the birthday wishes … and for hangin’ in there as readers and contributors. I am noshing on all the comments still. You all know that I also have a job so I can’t always respond immediately.One point I do want to make clear is that I don’t love Mid-Century Modest exclusively, nor do I think it’s *better* or *worse* than Mid-Century Modern. OF course, I love Mid-Century Modern, too. My interest in the ‘modest’ stems, I think, from the fact it just hasn’t received much attention, or respect. It’s kind of… an underdog…and a “wide open field.” So I like to write about it…it’s a wide open field I want to own! But as Gretchen said so well – we love it all, “high-brow” or “low-brow.” And in reality, I think there is an infinite variety in between… an interplay among the aesthetic philosophies/dynamics driving material culture in mid-century America — all worth studying and appreciating within the context of our own feathered nests. Again, thanks for all of your thoughtful comments. I think that sometime soon here, I will do Draft 2 of the Mid-Century Modest Manifesto and make it a standalone page. Cuz I’m into it.
I just returned from visiting a wealthy family member and when I mentioned that our “new” home is a 1963, 1053 sq. foot ranch house she looked at us like we had gone crazy. She asked if we maybe we shouldn’t have kept looking for something more “suitable”. We said we are as happy as can be, and so is our bank account. We just sold a huge house with stairs everywhere and we got rid of a lot of stuff we found out we could live without. So, Pam you hit the nail on the head!
Happy Birthday and I echo the thanks and applauds of everyone else! Pam you are fantastic and I don’t think the retro way of living has had a finer supporter than you. I’m also thrilled about the appreciation of Mid Century Modest as it fits my dream homes in Springfield, VA to a Tee. The first homes built there in 1952 were brick ramblers in a very traditional style but well-built and in the 900 to 1,200 sq ft size, most with full basements. An entire city has been built around those first modest homes, and despite many falling to the fad of “artificial elegance”, many original examples shine to show when common sense reigned. (“Gee, just how much of a McMansion is required for two parents and one kid to comfortably live in?”)
I too love the Mid-Century Modern with it’s clean lines, but the more “contemporary” furnishings and homes were so wonderful and I’m happy that style now has a name. I’m not a fan of the darker colors and woodsy items that came with the Early American or more Western themes but this is what is so cool about there being so many styles to choose from in the 50′s and 60′s. Something for everyone. Thanks again Pam!
I bought my 1959 vintage tract home in 1990, and loved it from the minute I saw it. It’s in a nice neighborhood with blocks and blocks of similar homes and mature trees lining the streets. People take walks with their families or their pets all the time, and kids ride their bicycles to the nearby school and playground. The house was pretty well preserved, with some 1980′s redecorating — but fortunately not too terribly out of place.
At the time, everyone was starting to build those “mcmansions’ everywhere, and I felt a bit out of step, since I loved my modest little house. I always thought that this house was plenty big for myself, and why would I need more space to furnish and to keep clean. Not to mention that my property taxes are affordable.
I love the mint green tile in the bathroom, the built in cupboard and buffet in the dining room, the fireplace that a previous owner added, and the “rumpus room” that another previous owner created in the basement (with lovely knotty pine walls). The original floor plan included larger closets than was typical at the time. My only difficulty has been trying to get appropriate furniture and decor — not only for budget reasons but also for aesthetic reasons. I didn’t want to over-decorate this home, and for many years the “retro” look didn’t exist (except seemingly only in my mind!)
Thanks for this website, and for declaring the “mid century modest” manifesto, which I think I’ve always believed in, but didn’t know it until now.
Welcome, Grapeshot.
I keep coming back to the mid-century modest manifesto…I love that the mid-century modern movement has given the world a new appreciation for mid-century design, but our house is not modern in the same way. It’s modest! And we love it! The average size home in 1950 was 950 square feet. Our home, built in 1950, is a little smaller at 922 square feet. We’ve got the original blue tile bathroom and yellow tile kitchen. And we’re looking forward to staying in our little 2 bedroom, 1 bath house, raising our son there, and not “upgrading” or “up-sizing”. (And having the house paid off within the foreseeable future!) If other families did the same for generations before–and they did–then why do we suddenly need so much more?
Pam, have you thought of starting a Flickr group for mid-century modest home photos?
Thanks for coining this perfect term!
I’m so happy you are finding happiness in your mid-century modest home, emily! and, i took your cue – and started a new flickr group called Mid-Century Modest Homes. What should we “allow” in it (as I always think it’s best to be focused – more powerful that way). I think: exteriors only. Is that okay?
Whatever you think is fine by me. I’m off to post a photo of my little house. Thanks, Pam!
Personally, I just dig on anything that is true, relatively simple, and honest in it’s intent, construction and design. In other words, real.
I feel like…in the main…this reflected the mainstream values and intentions of a populace, to some degree at least. Contrast this with “mine’s bigger so hence I’m better” and the inherent dishonesty involved with cultured stone, hardee siding with genuine woodgrain look, and laminate hardwood floors. Fake. False. Sad. Dishonest by design, since they are sold on 30 year notes while mainly being built to a national code that requires the structure to be viable for a minimum of 23 years!
3 cheers for real, for honest, for the tangibly enduring!