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You Know You Love It! | by A.Davey
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You Know You Love It!

The prevailing opinion of the tasteful classes is that turn-of-the-century storefronts in small town America suffered a wave of vandalism at the hands of owners and designers in a misguided mid-century effort to make old buildings look up to date. We don't want to see the results of this butchery and we don't see them; we hold our noses and we hurry past them.

 

Under that holier-than-thou aesthetic, the bottom third of this building would be deemed too badly maimed to photograph.

 

That said, the time will come when, all other sources of dissertations having been exhausted, this once-reviled architectural phenomenon will present graduate students with a new field of studies.

 

Under titles such as "The Future of the Past, the Past of the Future," scholars will hail the impulse that led Americans to renew their built environment in situ, harnessing the power of America's post-war insecurities and aspirations to produce a coast-to-coast transformation of Main Street, USA, with instant new facades as superficial as the era's restrictive mores but nonetheless profoundly liberating, leaving the Victorian past behind as fast as a Corvette roaring away from a drive-in.

 

Soon, those in the know will be buying up hybrid storefronts to make new a-historical districts. Shiny chrome and old red brick, atomic-age fiberglass panels and weathered wood will never have looked so hip together when seen with fresh eyes. Consumers and businesses will pump millions into all things re-rejuvenation! Can a line of themed eyewear be far behind?

 

Heck, I'm winging it here. I bet next time I'm on JSTOR.org I'll find someone's beaten me to it.

 

Seen in Salmon, Idaho.

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Taken on September 5, 2013