PODCAST PART 2: MODERN FOR THE MASSES, REVISITED

March 8, 2019

Escena Residence I-3, Palm Springs, California, by Poon Design (photo by Chris Miller)

Continuing with my interview for Josh Cooperman’s podcast, Convo By Design, we discussed how affordable Modern homes were created for the general home buying audience. With 225 built (and sold) homes by Poon Design within only the past few years, I think I know what I am talking about.

Excerpts below. YouTube clip here. Audio podcast here. Also, please read this recent feature by Michael Webb, Anthony Poon Delivers Modernism to Tract Housing.

Residences at Alta Verde Escena, Palm Springs, California, by Poon Design (photo from Google Earth)

Linea Residence T, Palm Springs, California, by Poon Design and Andrew Adler (photo by Hunter Kerhart)

Josh Cooperman: What is “Modern for the Masses”? Modern is an idea that you have embraced wholeheartedly and the idea of creating it for the masses is simply a . . . How do you jive those two and what’s the idea behind it?

Escena Garden Residence, Palm Springs, California, by Poon Design and Interior Illusions (photo by Lance Gerber)

Anthony Poon: Our thesis, Modern for the Masses came out of a study of a lot of homes in LA—the ones that we see in the magazines, the glossy pictures, the websites, the homes that we love in the Hollywood Hills that sell for 10 million dollars. The challenge was this: How can we create these beautiful modern homes for a fraction of the price? Build them at production level, a mass production level, and sell them.

We teamed with a developer/designer, Andrew Adler, who found distressed properties in Palm Springs. We designed a few prototypes, very Modern, not at all what you see in tract housing. Not the cheap Spanish style homes with the small windows, the fat trim, the fake tile roofs, and the wedding cake décor.

Our Modern homes are very strictly Modern. Lots of glass, open space, very sleek. To date, in the last four years, we’ve completed over 200 homes. And they’ve all been built, they’re all sold, they’ve been published extensively, and we’ve been awarded over two dozen national and regional design awards. It’s a program that has not been accomplished, as far as I know, by any other architecture studio other than Mid-Century Modern, and we’re talking about going back over 60 years.

Linea Residence G, Palm Springs, California, by Poon Design and Andrew Adler (photo by James Butchart)

Linea Residence L, Palm Springs, California, by Poon Design and Andrew Adler (photo by James Butchart)

Josh: Your theory has been tested and it appears to have passed. Why?

Anthony: Because there is a demographic out there that has not been served. These tract housing companies that build communities of 100 homes—they rubber stamp these homes out. They’re not selling. People aren’t interested in these homes.

Our imagined home buyer is someone that wants the modern lifestyle, someone that believes in technology, iPhone, iPad, completely connected all the time. Also, someone who has a concern for sustainability, for being green. Those three things were critical to us and of course, all of these things needed to be done on a budget that was about one-fourth what you would see most homes in California being built for. That was our perfect storm. Our homes have outsold all competing developers in Palm Springs because we have a product that everyone’s been dying for.

Escena Arcadia Residence, Palm Springs, California, by Poon Design (photo by Lance Gerber)

Josh: There has to be some things that are limited or cut out. There has to be. What is it? What is being removed?

Anthony: There is nothing being removed. In fact, what we’re adding is a certain kind of value that makes a home better and happens to save money in construction dollars. I wouldn’t say we’re cutting or reducing anything. It’s just the way we’re rethinking architecture.

For a typical traditional house in Beverly Hills, there’s the entry, there’s the foyer, the hallway, the powder room, the niches. What do we need all that for? It’s not even what people want, and it’s what’s driving up construction costs, like framing 20 different ceilings heights throughout a house.

Escena Panorama Residence, Palm Springs, California, by Poon Design and Interior Illusions (photo by Lance Gerber)

Linea Residence T, Palm Springs, California, by Poon Design, Andrew Adler and Interior Illusions (photo by Hunter Kerhart)

Josh: In fact, you’re just using what you have for the greatest effect.

Anthony: It’s similar to the approach that Minimal art can have a few brush strokes and still be dramatic and impactful for the composition. In that way, you could say that we’ve cut out pieces of architecture. I’m saying we actually added to the essence of a house.

Coral Mountain Residence Z, La Quinta, California, by Poon Design (photo by George Guttenberg)

Josh: The concept of the traditional tract home—I’m wondering why it doesn’t work. What is it going to take for your idea to expand to a general market?

Anthony: I think tract housing is failing because these companies are large. They’re money-driven. They’re stuck in old ideas. It takes a lot to turn a company around and look towards the future.

I think of the example of Tower Records. If you recall, a decade ago, MP3 players came out, iPods. Tower Records claimed that it was just a fad that they would hold onto their LPs and their albums. And look what happened to them. Tower Records is gone. iTunes has taken over the world.

So, these tract home companies that we compete with and that we beat out month to month, they’re stuck in these old ideas, these weird big Mediterranean homes, these things I call ‘Taco Bell Homes’—no one wants them anymore.

The community of Alta Verde Escena, Palm Springs, California, by Poon Design (photo by Anthony Poon)

PLEASE STOP ASKING, “RESIDENTIAL OR COMMERCIAL?”

January 26, 2018

Linea Residence L, Palm Springs, California, by Poon Design and Andrew Adler (photo by Locke Pleninger)

When you meet a chef, do you ask, “Do you cook chicken or fish?”

If you did ask such a stupid question, the chef would be thinking how absurd you sound. At the same time, this chef would be thinking of the thousands of things he cooks, in addition to “chicken or fish.”

When someone meets an architect, the first (and only) question is , “Do you design residential or commercial?” Please realize that the field of architecture—that the world— is made up of much more than houses and office buildings.

The Container Yard art center, Los Angeles, California, by Poon Design

I would guess that “residential and commercial” architecture only comprises 5% of the types of projects we design. When one considers that architecture includes museums and galleries, bridges and highways, churches and temples, hospitals and pharmacies, schools and universities, community centers and parks, libraries and theaters, memorials and gardens, stadiums and arenas, parking structures and parking lots, etc. and etc., as well as the commonly acknowledged “residential or commercial”—architecture is everything that is designed and constructed around you. Architecture is both the blank canvas that provides for the imprint of your life, as well as the vessel that holds it.

In simply looking at my own architectural works, there are several dozen building types I have designed. What can architecture be?

An exhibition place to experience the wonders of the arts and science.

Denver Museum of Nature and Science, Colorado, by Anthony Poon (w/ HHPA, photo by HHPA)

A sacred place to gather and worship.

The lobby of the River of Life Christian Church, San Jose, California, by Poon Design (rendering by Amaya)

An optimistic place of higher learning.

Harrington Learning Commons, Sorbrato Technology Center and Orradre Library, Santa Clara University, California, by Anthony Poon (w/ HHPA, photo by HHPA)

A sweet place to bite into candy.

Sugarfina, Beverly Hills, California, by Poon Design (photo by Poon Design)

An energetic place for sports and competiion.

NFL stadium adjacent to Dodger Stadium, Los Angeles, California, by Anthony Poon and Greg Lombardi (w/ NBBJ)

An active place for education and emotional development.

Valley Academy of the Arts & Science, Granada Hills, California, by Anthony Poon (w/ A4E and GKK, photo by GKK)

A master planned place for growth and development.

Menlo School and Menlo College, Atherton, California, by Anthony Poon (w/ HHPA, photo by HHPA)

An invigorating place to sweat and recharge.

Aura Cycle, Los Angeles, California, by Poon Design (photo by Aura Cycle)

A public place where citizens can assemble.

Urban canopies and public plaza, Irvine, California, by Poon Design

A place of grief and remembrance.

Contraband & Freedmen’s Cemetery Memorial, Alexandria, Virginia, by Poon Design

Student Activities Center, University of California, Los Angeles, by Anthony Poon (w/ HHPA, photo by Anthony Poon)

A social place for student life.

We need all the above places (and many more) to live, and we want these places to be heartfelt. We need places to go to work, and we want these places to be comfortable and efficient. We need schools, and we want these places to be encouraging and supportive. Our neighborhoods need places to gather, and we want these places to be democratic and energized. Our communities need churches to worship in, and we want these places to be inspirational and transcendent. Our businesses need places to thrive, and we want these places to be strategic and informed. Our politicians need places to debate, and we want these places to ignite strength and influence.

So next time you meet a chef, do ask him, “What kind of cuisine do you cook?” And next time you meet an architect, ask him, “What kind of projects do you design?”

THE COMPLEXITY OF SIMPLICITY

January 20, 2017

Garden Residence, Palm Springs, California, by Poon Design and Andrew Adler (photo by Anthony Poon)

Many have heard the instructional 1960’s acronym from the U.S. Navy: K-I-S-S.

It stands for Keep It Simple, Stupid. These days, this pithy recommendation is delivered from anyone in the role of doling out advice, from architecture professors to life coaches, from advertisers to attorneys, from editors to campaign managers.

But life gets complicated, and keeping things simple is not so easy. So what do we do?

A traditional wedding gown possesses an abundance of trim, lace, shoulder pads, embroidery, tones and textures. Not just a statement of the period fashion, all this creative noise and fuss was required, because it is actually difficult to keep the dress simple. What I call the gown’s ‘wedding cake décor’ was sometimes intentionally applied to camouflage the limits of craft. A clever game of misdirection enshrouded careless seams, poor stitching, low quality fabric, and even laziness.

Consider the modern day minimal bridal gowns by Vera Wang and Jil Sander. Without all the fussiness to detract, the simple designs must make an explicit statement of quality. Each stitch of tread, cut and drape, profile movement, and shimmer of silk must astound. It is no easy task to keep the dresses minimal and fashionable, as well as express the exquisite notion of bespoke craft. It is easier to simply camouflage shortcomings with crap.

In architecture, the application of trim crosses over from the wedding gown. The use of architectural crown moldings, door casings, base boards, wainscot, window trims, and so on, offer visual interest, detail and scale—and even a phenomenological connection to the human body.

But such design trim and wedding cake decor were also used to hide the flaws of construction. Where a smooth white plaster wall could not perfectly meet a polished stone floor, perhaps due to lack of skill or the limitations of the tools back then, a base board was installed as a transition—to basically hide gaps.

Moldings (photo from architectualmouldings.wordpress.com)

We all want to keep things simple, but to achieve this higher level of mindfulness, one has to work hard at making it look easy. At Poon Design, we call upon the analogy of a duck, where though it glides so gracefully across the lake, it is beneath the water’s surface that little feet paddle furiously.

Don’t underestimate the rigors required to achieve simplicity, whether a wedding gown, a work of architecture or the appearance of a duck leisurely floating in a figure eight.

Farnsworth House, Plano, Illinois, by Mies van der Rohe (photo from wallpaper.com)

Minimalist architect, Mies Van Der Rohe, gave us one of the most impactful phrases in design and in life: “Less is more.” Alongside this three-word philosophy, he paved the way for what is commonly called “clean lines.” Whether in a modern house, a Tesla or an Ikea dining table, we often comment on how “clean” the lines are.

For my own work, Mies’s iconic Farnsworth House and other such projects of sculptural clarity inspired Poon Design’s and developer Andrew Adler’s 14 boldly austere yet luxurious estates in Palm Springs. Our compositions posit lucidity and precision. Autonomy and self-referentiality comprise the unapologetic purging of the conventional beliefs for adornment.

Residence G at Linea, Palm Springs, California, by Poon Design and Andrew Adler (photo by Anthony Poon) — Residence G at Linea, Palm Springs, California, by Poon Design, Andrew Adler and Prest-Vuksic (photo by Anthony Poon)

Steve Jobs’ exploration into a philosophy of ascetic beauty is legendary, to the degree of severity. As researched today at Apple, the minimalist one button on the iPhone is being studied to be deleted, so as to achieve an even higher level of simplicity and artistry. Stupid.

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