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 my 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 — or less! — 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
James says
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.
Shannon Stanbro says
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.
gavin hastings says
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) ?
Tera says
YES!!!!!!!!!!!!!!!!!!!!!! Loved this post!
AND: Happy Birthday!
Elaine says
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.
Jane (aka) Elvis says
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.
Janice says
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!
sumac sue says
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.)
MrsErinD says
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!
sablemable says
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.