An Open House for Affordable Modernism*
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Our love for modernist housing is being rekindled as many more people deliberately depart from traditional housing. People want homes that are distinguished by their openness and livability through the use of innovative design, materials and construction methods. And they want modern homes whose cost is comparable to more traditional housing available in their community.
Affordable modernism need not be an oxymoron! Small, entrepreneurial companies eager to address this emerging market are offering modern housing products. However, the market remains small, and it can be difficult for consumers to find housing that matches their desires. Similarly, it is hard for developers and others in the housing industry to evaluate consumer demand for modernist housing. There is no one best place to find them all online: modern housing designers or developments, consumers or communities.
LiveModern is a service that helps connect the public interested in modern housing to a range of providers, including architects, developers, builders, lenders, and realtors, among others. Our goal is to make modernism more accessible. LiveModern looks forward to a future in which modernist housing is widely available because it is affordable to a majority of home buyers, and it is easy to find in their community.
To realize our mission and vision, LiveModern will initially focus on three broad strategies:
- conduct outreach to and education for consumers to introduce them to the options for modern housing, thereby demonstrating to producers the size of the market for affordable modernism;
- develop a cooperative marketing infrastructure, including conducting market research about consumer demand, for producers of modernist housing; and
- link LiveModern members to each other in geographically-defined markets, connecting modern home buyers to producers—designers, developers, contractors and realtors, among others.
All of these strategies will reinforce each other, thus continually expanding the market for producers as well as consumers. In the implementation of each of these strategies, LiveModern will exemplify the values that distinguish successful communities of interest in emerging markets: transparency, accountability, openness, fairness, cooperation and civility.
The principle benefit for consumers and producers alike is that they will be able to find each other through LiveModern. For example, a family interested in building a modern house will be able to more easily find an architect, a stock plan, or a prefab to suit their needs. As the LiveModern community grows and becomes more diverse, consumers with similar interests in a geographic market will be able to organize demand for a modernist housing development, while architects or manufacturers will be able to work with local developers to meet localized demand.
LiveModern is a community of consumers and producers of modern housing dedicated to this mission and vision, as well as strategies and values. Membership is free and open to anyone who is interested in modernist housing.
Welcome to our Open House, and help make our new community a place you'd want to live by joining the LiveModern community. Be sure to invite your friends and neighbors. Feel free link to this invitation in any appropriate forum. And click on the button below if you want to comment on our approach to making modernism affordable. (You must be a registered member of the LiveModern community to add a comment.)
* This statement was developed in July and August 2003 by participants in the National Modernist Housing Network discussion forum originally hosted by Dwell Magazine. LiveModern opened its doors on September 19, 2003. (Unfortunately, Dwell did not archive the original discussion.)



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The concern expressed on the Dwell board, when this thread was started, was that it was difficult for <i>LiveModern</i> to do two things at the same time: represent the LV Home *and* build a larger community. They seemed at odds with each other.
Despite the fact that everyone agrees that the development of a network is a good idea, no one on his/her own has the resources to build the larger community. It has to be piggy-backed onto something else. Some had thought it might be Dwell, but they it seems that they are not interested. I even went to the effort to talk to Allison, who did not comment on the considerable thread of comments on this topic that had accumulated on her board. They are too busy, rightly so, putting out a first class publication.
There are good reasons to start promotion of the network and promotion of the LV home at the same time. The LV Home will have some currency on the internet, primarily because of the investment I am making to ensure that the LV Home is very visible. The network, being housed on the same site as the site that will be receiving a lot of LV Home hits, will also acquire visibility.
I can contribute considerable time and a bit of money to the development of the network website <i>only</i> because I represent the LV Home. It's how I make my living. I won't make a killing, on fact I hope I do OK. While I can, I'll make a bit of free webspace available to any producer or consumer, for your home pages and directory listings (once we get that far). In the meantime, I am perfectly happy to help develop the community as a whole, because I owe my living to the emergence of what the new modernists have been building before me. It's called reciprocity, and I hope others will learn from the example and follow it.
Of course, there are a ton of immediate details to be worked out in building the network on <i>LiveModern</i>. These include, but are not limited to:
<ul><li>A discussion on what the proposed structure and function of the site is. Will it work to help us get to our goals? Again, I've proposed a first draft, and there is a lot of opportunity to design this together now.
<li>A strategy to include producers. Clearly, there need to be a lot of producers as part of the system, if only represented in the directories. How do we get their content, and permission to use their content?
<li>A strategy to promote the website (online and offline strategy). There have been lots of questions on this on the Dwell boards. But not very many answers. I think there are enough native networkers among us to come up with some pretty powerful strategies.
<li>What else? What are the big next questions that need to be answered?</li></ul>
I suggest that we start different threads on each of these topics. Some are doers, some are thinkers, there is a need for and room for both. I won't start the discussions: they will start, when needed, by someone that wants to lead. (It's easy, just click the "add comment" button!)
The bottom line for us to succeed is to move from thinking to doing, and building community all along the way.
Marshall