What makes the McModern a fascinating case study in residential architectural history is its two separate lineages: its foundation as a McMansion, and its origins within the greater historical context of popular modernism—that is, modernism for everyday families…
In the grand taxonomy of residential architecture, the McModern is a genus within the McMansion family. This is not to say that the “modern” part isn’t as important as the “Mc,” because the McModern as we know it derives from a source not often touched upon: the everyday modern houses not designed by famous architects, but by builders, or from pattern books…
The socioeconomic and technological development of the 21st-century McModern is strongly tied to the relentless pursuit of minimalism, beginning with industrial design: At the turn of the millennium, we entered the iPod age. Even more importantly, we fully embraced the internet age, and then subsequently the mobile age. These shifts triggered the beginning of the McModern….
Are old modernist houses definitively better than McModerns? Perhaps not—all styles have their duds, after all. However, it is the indulgent, inefficient, and architecturally botched nature of the McMansion that lies beneath the sleek surface of the McModern. In the eyes of McMansion builders, modern architecture is perceived by potential buyers as the culturally significant, high-brow form of architecture, revered by the educated and glossy magazines. To see something only for its superficial attributes or financial potential and execute it carelessly is perhaps the most “Mc” thing anyone can do.
Borrowing from earlier styles of architecture was intended to give McMansions a sense of permanence and power, even if they were mass produced starting in the 1980s. But, what is the aesthetic appeal of modernist architecture? Wagner suggests it is minimalism and a certain kind of cultural cachet but this seems tricky with how modernist architecture has often been treated in the United States. Modernist architecture may be good for skyscrapers but is more suspect for homes where many residents want an appeal to family and traditional neighborhoods (even though modernism is now roughly a century old). Additionally, it is less clear how minimalism works when the house is over 3,000 square feet – not exactly a minimalist amount of space.
I have argued previously that Americans, if given a choice, would prefer McMansions over modernist homes. See earlier posts here and here. Wagner hints at these dynamics in her piece as well; the modernist McMansions may primarily appeal to those who (1) are aware of what high-brow architecture and care to associate with it; (2) those who are choosing to locate in rapidly hip gentrifying neighborhoods; and (3) those with a tech-savvy lifestyle.
Now, we just need some data to back this all up and demonstrate some patterns.