Doing It For the Kids
Thursday, September 7, 2006, by jwilliams

2006-09-house1.jpg

2006-09-house2.jpg

Via MoCo Loco, Neil M. Denari Architects of Los Angeles is renovating and extending a single family home of 1,000 SF in Palms to meet the needs of a family ("The Alan Family") who have outgrown their current space and are looking for new digs to articulate their identity as a "family brand." Sweet jeebus, now families are getting brands?

The scheme leaves half of the house for the daughter's bedrooms and incorporates the other half plus new extensions in front and back into a public zone and a private bedroom for the parents. This strategy amounts to a new 16 ft wide linear house being inserted into the existing house. Multi-toned, bright colors accentuate the new piece which suggests a graphic expression representative of the family's "brand" position.
Have you thought about your family's brand position lately?
· Meta MoCo [MoCo Loco]




Comments (5 extant)

1.

Must see floorplans. Went to website. Same silly pictures.

By John at September 8, 2006 10:22 AM

2.

Corporations spend millions of branding-dollars trying to "own" concepts like "happiness" "loyalty" + "family" in the minds of consumers.

But those concepts DON'T belong to them. They're ours. And we're not simply "consumers." We're people: Moms, Dads, and kids, making our way in the modern (and sometimes scary) new world.

The "family brand" attempts to level the playing field of corporate influence by taking back what we care most about: Our relationships with each other. (Rather than our relationships with McDonalds.)

For more on the family brand, visit TheHappyNewHouse.com

By Mr. Alan at September 8, 2006 12:36 PM

3.

That's pretty cool, Mr. Alan.

By Josh at Curbed LA at September 8, 2006 1:15 PM

4.

Thanks. That helps. Moving interior walls on the first floor of the 'core' house? I think I finally understand the 'insertion of a 16 foot linear house'.

Is the existing house in the Ain tract? Is there an HPOZ for the Ain tract?

By John at September 8, 2006 1:16 PM

5.

Family Brand Attributes;
Artsy but not artsy-fartsy.
Cultured by not elitist.
Spontaneous but not disorderly.
Creative but not obsessively so.
Informal but not messy.
Into macs + iPods but not techie.
Enjoys the finer things of life but not extravagantly.

I am a Toys 'R Us kid and fart all the time.

By WD40 at September 8, 2006 1:54 PM





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