The Buildings Of Main Street

The Buildings of Main Street is the primary resource for interpreting commercial architectural style. Richard Longstreth, a renowned and respected author in the field of historic preservation, presents a useful survey of commercial architecture in urban America. He has developed a typology of architectural classification for commercial application in American towns across the United States. Likely to be enjoyed by both students and members of the general public seeking an introduction to commercial architecture, The Buildings of Main Streetmakes a significant and lasting contribution to American architectural history.

As an archetype for an entire class of places, Main Street has become one of America's most popular and idealized images. In Main Street Revisited, the first book to place the design of small downtowns in spatial and chronological context, Richard Francaviglia finds the sources of romanticized images of this archetype, including Walt Disney's Main Street USA, in towns as diverse as Marceline, Missouri, and Fort Collins, Colorado. Francaviglia interprets Main Street both as a real place and as an expression of collective assumptions, designs, and myths; his Main Streets are treasure troves of historic patterns. Using many historical and contemporary photographs and maps for his extensive fieldwork and research, he reveals a rich regional pattern of small-town development that serves as the basis for American community design. He underscores the significance of time in the development of Main Street's distinctive personality, focuses on the importance of space in the creation of place, and concentrates on popular images that have enshrined Main Street in the collective American consciousness.

An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930s America, but it has since been almost completely forgotten. In Modernizing Main Street, Gabrielle Esperdy uncovers the cultural history of the hundreds of thousands of modernized storefronts that resulted from the little-known federal provision that made billions of dollars available to shop owners who wanted to update their facades. Esperdy argues that these updated storefronts served a range of complex purposes, such as stimulating public consumption, extending the New Deal’s influence, reviving a stagnant construction industry, and introducing European modernist design to the everyday landscape. She goes on to show that these diverse roles are inseparable, woven together not only by the crisis of the Depression, but also by the pressures of bourgeoning consumerism. As the decade’s two major cultural forces, Esperdy concludes, consumerism and the Depression transformed the storefront from a seemingly insignificant element of the built environment into a potent site for the physical and rhetorical staging of recovery and progress.

"Traces the transformation of commercial development as it has moved from centralized main streets, out along the street car lines, to form the "miracle miles" and shopping malls of today ... Also explores the evolution of roadside buildings."--Back cover.

Treu tackles the architectural history and signage of Main Street and the strip—from painted boards nailed over crude storefronts to sleek cinemas topped with neon glitz. Honorable Mention, Architecture and Urban Planning, 2012 PROSE Awards Signs, Streets, and Storefronts addresses more than 200 years of signs and place-marking along America’s commercial corridors. From small-town squares to Broadway, State Street, and Wilshire Boulevard, Martin Treu follows design developments into the present and explores issues of historic preservation. Treu considers “common” architecture and its place-defining business signs as well as influential high-style design examples by taste-making leaders. Combining advertising and architectural history, the book presents a full picture of the commercial landscape, including design adaptations made for motorists and the migration from Main Street to suburbia. The dynamic between individual businesses and the common good has a major effect on the appearance of our country's Main Streets. Several forces are at work: technological advances, design imagination and the media, corporate propaganda, customer needs, and municipal mandates. Present-day controls have often led to a denuding of traditional commercial corridors. Such reform, Treu argues, has suppressed originality and radically cleared away years of accumulated history based on the taste of a single generation. A must-read for city planners, town councils, architects, sign designers, concerned citizens, and anyone who cares about the appearance and vitality of America’s commercial streets, this heavily illustrated book is equally appealing to armchair historians, small-town enthusiasts, and lovers of Americana.

Carol Milford grows up in a mid-sized town in Minnesota before moving to Chicago for college. After her education, during which she’s exposed to big-city life and culture, she moves to Minneapolis to work as a librarian. She soon meets Will Kennicott, a small-town doctor, and the two get married and move to Gopher Prairie, Kennicott’s home town. Carol, inspired by big-city ideas, soon begins chafing at the seeming quaintness and even backwardness of the townsfolk, and their conservative, self-satisfied way of life. She struggles to try to reform the town in her image, while finding meaning in the seeming cultural desert she’s found herself in and in her increasingly cold marriage. Gopher Prairie is a detailed, satirical take on small-town American life, modeled after Sauk Centre, the town in which Lewis himself grew up. The town is fully realized, with generations of inhabitants interacting in a complex web of village society. Its bitingly satirical portrayal made Main Street highly acclaimed by its contemporaries, though many thought the satirical take was perhaps a bit too dark and hopeless. The book’s celebration and condemnation of small town life make it a candidate for the title of the Great American Novel. Main Street was awarded the 1921 Pulitzer Prize, but the decision was overturned by the prize’s Board of Trustees and awarded instead to Edith Wharton for The Age of Innocence. When Lewis went on to win the 1926 Pulitzer for Arrowsmith, he declined it—with the New York Times reporting that he did so because he was still angry at the Pulitzers for being denied the prize for Main Street. Despite the book’s snub at the Pulitzers, Lewis went on to win the Nobel Prize in Literature in 1930, with Main Street being cited as one of the reasons for his win.

This fascinating collection of photographs brings to life a hundred years of Kennebunk's rich history and in particular the hustle and bustle of Main Street between 1869 and 1970.