About my last few months.
on neuschwanstein castle (part 1)
This is an essay in two parts.
Neuschwanstein Concept Drawing by the stage designer (!!) Christian Jank (1869).
There exist in architecture clear precedents to the McMansion that have nothing to do with suburban real estate. This is because “McMansionry” (let’s say) has many transferable properties. Among them can be included: 1) a diabolical amount of wealth that must be communicated architecturally in the most frivolous way possible, 2) a penchant for historical LARPing primarily informed by media (e.g. the American “Tuscan kitchen”) and 3) the execution of historical styles using contemporary building materials resulting in an aesthetic affect that can be described as uncanny or cheap-looking. By these metrics, we can absolutely call Neuschwanstein Castle, built by the architect Eduard Riedel for King Ludwig II of Bavaria, a McMansion.
Constructed from 1869 through 1886 – the year of Ludwig’s alleged suicide after having been ousted and declared insane – the castle cost the coffers of the Bavarian state and Ludwig himself no fewer than 6.2 million German gold marks. (That’s an estimated 47 million euros today.) The castle’s story is rife with well-known scandal. I’m sure any passing Swan Enthusiast is already familiar with Ludwig’s financial capriciousness, his called-off marriage and repressed homosexuality, his parasocial obsession with Richard Wagner, his complete and total inability to run his country, and his alleged “madness,” as they used to call it. All of these combine to make Neuschwanstein inescapable from the man who commissioned it – and the artist who inspired it. Say what you like about Ludwig and his building projects, but he is definitely remembered because of them, which is what most monarchs want. Be careful what you wish for.
Neuschwanstein gatehouse.
How should one describe Neuschwanstein architecturally? You’d need an additional blog. Its interiors alone (the subject of the next essay) range from Neo-Baroque to Neo-Byzantine to Neo-Gothic. There are many terms that can loosely define the palace’s overall style: eclecticism, medieval revivalism, historicism, chateauesque, sclerotic monarchycore, etc. However, the the most specific would be what was called “castle Romanticism” (Burgenromantik). The Germans are nothing if not literal. Whatever word you want to use, Neuschwanstein is such a Sistine Chapel of pure sentimentality and sugary kitsch that theme park architecture – most famously, Disney’s Cinderella’s castle itself – owes many of its medieval iterations to the palace’s towering silhouette.
There is some truth to the term Burgenromantik. Neuschwanstein’s exterior is a completely fabricated 19th century storybook fantasy of the Middle Ages whose precedents lie more truthfully in art for the stage. As a castle without fortification and a palace with no space for governance, Neuschwanstein’s own program is indecisive about what it should be, which makes it a pretty good reflection of Ludwig II himself. To me, however, it is the last gasp of a monarchy whose power will be totally extinguished by that same industrial modernity responsible for the materials and techniques of Neuschwanstein’s own, ironic construction.
In order to understand Neuschwanstein, however, we must go into two subjects that are equally a great time for me: 19th century medievalism - the subject of this essay - and the opera Lohengrin by Richard Wagner, the subject of the next. (1)
Part I: Medievalisms Progressive and Reactionary
The Middle Ages were inescapable in 19th century Europe. Design, music, visual art, theater, literature, and yes, architecture were all besotted with the stuff of knights and castles, old sagas, and courtly literature. From arch-conservative nationalism to pro-labor socialism, medievalism’s popularity spanned the entire political spectrum. This is because it owes its existence to a number of developments that affected the whole of society.
In Ludwig’s time, the world was changing in profound, almost inconceivable ways. The first and second industrial revolutions with their socioeconomic upheavals and new technologies of transport, manufacturing, and mass communication, all completely unmade and remade how people lived and worked. This was as true of the average person as it was of the princes and nobles who were beginning to be undermined by something called “the petit bourgeoisie.”
Sustenance farming dwindled and wage labor eclipsed all other forms of working. Millions of people no longer able to make a living on piecemeal and agricultural work flocked to the cities and into the great Molochs of factories, mills, stockyards, and mines. Families and other kinship bonds were eroded or severed by the acceleration of capitalist production, large wars, and new means of transportation, especially the railroad. People became not only alienated from each other and from their labor in the classical Marxist sense but also from the results of that labor, too. No longer were chairs made by craftsmen or clothes by the single tailor – unless you could afford the bespoke. Everything from shirtwaists to wrought iron lamps was increasingly mass produced - under wretched conditions, too. Things – including buildings – that were once built to last a lifetime became cheap, disposable, and subject to the whimsy of fashion, sold via this new thing called “the catalog.”
William Morris’ painting Le Belle Iseult (1868).
Unsurprisingly, this new way of living and working caused not a little discontent. This was the climate in which Karl Marx wrote Capital and Charles Dickens wrote A Christmas Carol. More specific to our interests, however, is a different dissenter and one of the most interesting practitioners of medievalism, the English polymath William Morris.
A lover of Arthurian legend and an admirer of the architect and design reformer John Ruskin, Morris was first trained in the office of architect G. E. Street, himself a die-hard Gothic Revivalist. From the very beginning, the Middle Ages can be found everywhere in Morris’ work, from the rough-hewn qualities of the furniture he helped design to the floral elements and compositions of the art nouveau textiles and graphics he’s most famous for – which, it should be said, are reminiscent of 15th century English tapestries. In addition to his design endeavors, Morris was also a gifted writer and poet. His was a profound love for medieval literature, especially Norse sagas from Iceland. Some of these he even translated including the Volsunga Saga – also a preoccupation of Wagner’s. Few among us earn the title of polymath, but Morris’ claim to it is undeniable. Aside from music, there really wasn’t any area of creative life he didn’t touch.
However, Morris’ predilection for the medieval was not just a personal and aesthetic fascination. It was also an expression of his political rejection of the capitalist mode of production. As one of the founders of the English Arts & Crafts Movement, Morris called for a rejection of piecemeal machine labor, a return to handicraft, and overall to things made well and made with dignity. While this was and remains a largely middle class argument, one that usually leads down the road of ethical consumption, Morris was right that capitalism’s failing of design and architecture did not just lie with the depreciated quality of goods, but the depreciated quality of life. His was the utopian call to respect both the object and the laborer who produced it. To quote from his 1888 essay called “The Revival of Architecture,” Morris dreamed of a society that “will produce to live and not live to produce, as we do.” Indeed, in our current era of AI Slop, there remains much to like about the Factory Slop-era call to take back time from the foreman’s clock and once more make labor an act of enjoyable and unalienated creativity. Only now it’s about things like writing an essay.
I bother to describe Morris at length here for a number of reasons. The first is to reiterate that medievalism’s popularity was largely a response to socioeconomic changes. Additionally, since traditionalism - in Ludwig’s time and in ours - still gets weaponized by right-wing losers, it’s worth pointing out that not all practitioners of medievalism were politically reactionary in nature. However – and I will return to this later – medievalism, reactionary or not, remains inescapably nostalgic. Morris is no exception. While a total rejection of mass produced goods may seem quixotic to us now, when Morris was working, the era before mass industrialization remained at the fringes of living memory. Hence the nostalgia is perhaps to be expected. Unfortunately for him and for us, the only way out of capitalism is through it.
To return again to the big picture: whether one liked it or not, the old feudal world was done. Only its necrotic leftovers, namely a hereditary nobility whose power would run out of road in WWI, remained. For Ludwig purposes, it was a fraught political time in Bavaria as well. Bavaria, weird duck that it was, remained relatively autonomous within the new German Reich. Despite the title of king, Ludwig, much to his chagrin - hence the pathetic Middle Ages fantasizing - did not rule absolutely. His was a constitutional monarchy, and an embattled one at that. During the building of Neuschwanstein, the king found himself wedged between the Franco-Prussian War and the political coup masterminded by Otto von Bismarck that would put Europe on the fast track to a global conflict many saw as the atavistic culmination of all that already violent modernity. No wonder he wanted to hide with his Schwans up in the hills of Schwangau.
The very notion of a unified German Reich (or an independent Kingdom of Bavaria) was itself indicative of another development. Regardless if one was liberal or conservative, a king, an artist or a shoe peddler, the 19th century was plagued by the rise of modern nationalism. Bolstered by new ideas in “medical” “science,” this was also a racialized nationalism. A lot of emotional, political, and artistic investment was put into the idea that there existed a fundamentally German volk, a German soil, a German soul. This, however, was a universalizing statement in need of a citation, with lots of political power on the line. Hence, in order to add historical credence to these new conceptions of one’s heritage, people turned to the old sources.
the motel room, or: on datedness
I.
Often I find myself nostalgic for things that haven’t disappeared yet. This feeling is enhanced by the strange conviction that once I stop looking at these things, I will never see them again, that I am living in the last moment of looking. This is sense is strongest for me in the interiors of buildings perhaps because, like items of clothing, they are of a fashionable nature, in other words, more impermanent than they probably should be.
As I get older, to stumble on something truly dated, once a drag, is now a gift. After over a decade of real estate aggregation and the havoc it’s wreaked on how we as a society perceive and decorate houses, if you’re going to Zillow to search for the dated (which used to be like shooting fish in a barrel), you’ll be searching aimlessly, for hours, to increasingly no avail, even with all the filters engaged. (The only way to get around this is locational knowledge of datedness gleaned from the real world.) If you try to find images of the dated elsewhere on the internet, you will find that the search is not intuitive. In this day and age, you cannot simply Google “80s hotel room” anymore, what with the disintegration of the search engine ecosystem and the AI generated nonsense and the algorithmic preference for something popular (the same specific images collected over and over again on social media), recent, and usually a derivative of the original search query (in this case, finding material along the lines of r/nostalgia or the Backrooms.)
To find what one is looking for online, one must game the search engine with filters that only show content predating 2021, or, even better, use existing resources (or those previously discovered) both online and in print. In the physical world of interiors, to find what one is looking for one must also now lurk around obscure places, and often outside the realm of the domestic which is so beholden to and cursed by the churn of fashion and the logic of speculation. Our open world is rapidly closing, while, paradoxically, remaining ostensibly open. It’s true, I can open Zillow. I can still search. In the curated, aggregated realm, it is becoming harder and harder to find, and ultimately, to look.
But what if, despite all these changes, datedness was never really searchable? This is a strange symmetry, one could say an obscurity, between interiors and online. It is perhaps unintentional, and it lurks in the places where searching doesn’t work, one because no one is searching there, or two, because an aesthetic, for all our cataloguing, curation, aggregation, hoarding, is not inherently indexable and even if it was, there are vasts swaths of the internet and the world that are not categorized via certain - or any - parameters. The internet curator’s job is to find them and aggregate them, but it becomes harder and harder to do. They can only be stumbled upon or known in an outside, offline, historical or situational way. If to index, to aggregate, is, or at least was for the last 30 years, to profit (whether monetarily or in likes), then to be dated, in many respects, is the aesthetic manifestation of barely breaking even. Of not starting, preserving, or reinventing but just doing a job.
We see this online as well. While the old-web Geocities look and later Blingee MySpace-era swag have become aestheticized and fetishized, a kind of naive art for a naive time, a great many old websites have not received the same treatment. These are no less naive but they are harder to repackage or commodify because they are simple and boring. They are not “core” enough.
As with interiors, web datedness can be found in part or as a whole. For example, sites like Imgur or Reddit are not in and of themselves dated but they are full of remnants, of 15-year old posts and their “you, sir, have won the internet” vernacular that certainly are. Other websites are dated because they were made a long time ago by and for a clientele that doesn’t have a need or the skill to update (we see this often with Web 2.0 e-commerce sites that figured out how to do a basic mobile page and reckoned it was enough). The next language of datedness, like the all-white landlord-special interior, is the default, clean Squarespace restaurant page, a landing space that’s the digital equivalent of a flyer, rarely gleaned unless someone needs a menu, has a food allergy or if information about the place is not available immediately from Google Maps. I say this only to maintain that there is a continuity in practices between the on- and off-line world beyond what we would immediately assume, and that we cannot blame everything on algorithms.
But now you may ask, what is, exactly, datedness? Having spent two days in a distinctly dated hotel room, I’ve decided to sit in utter boredom with the numinous past and try and pin it down.
II.
I am in an obscure place. I am in Saint-Georges, Quebec, Canada, on assignment. I am staying at a specific motel, the Voyageur. By my estimation the hotel was originally built in the late seventies and I’d be shocked if it was older than 1989. The hotel exterior was remodeled sometime in the 2000s with EIFS cladding and beige paint. Above is a picture of my room, which, forgive me, is in the process of being inhabited. American (and to a lesser extent Canadian) hotel rooms are some of the most churned through, renovated spaces in the world, and it’s pretty rare, unless you’re staying in either very small towns or are forced by economic necessity to stay at real holes in the wall, to find ones from this era. The last real hitter for me was a 90s Day’s Inn in the meme-famous Breezewood, PA during the pandemic.
At first my reaction to seeing the room was cautionary. It was the last room in town, and certainly compared to other options, probably not the world’s first choice. However, after staying in real, genuine European shitholes covering professional cycling I’ve become a class-A connoisseur of bad rooms. This one was definitively three stars. A mutter of “okay time to do a quick look through.” But upon further inspection (post-bedbug paranoia) I came to the realization that maybe the always-new brainrot I’d been so critical of had seeped a teeny bit into my own subconscious and here I was snubbing my nose at a blessing in disguise. The room is not a bad room, nor is it unclean. It’s just old. It’s dated. We are sentimental about interiors like this now because they are disappearing, but they are for my parents what 2005 beige-core is for me and what 2010s greige will become for the generation after. When I’m writing about datedness, I’m writing in general using a previous era’s examples because datedness, by its very nature, is a transitional status. Its end state is the mixed emotion of seeing things for what they are yet still appreciating them, expressed here.
Datedness is the period between vintage and contemporary. It is the sentiment between quotidian and subpar. It is uncurated and preserved only by way of inertia, not initiative. It gives us a specific feeling we don’t necessarily like, one that is deliberately evoked in the media subcultures surrounding so-called “liminal” spaces: the fuguelike feeling of being spatially trapped in a time while our real time is passing. Datedness in the real world is not a curated experience, it is only what was. It is different from nostalgia because it is not deliberately remembered, yearned for or attached to sweetness. Instead, it is somehow annoying. It is like stumbling into the world of adults as a child, but now you’re the adult and the child in you is disappointed. (The real child-you forgot a dull hotel room the moment something more interesting came along.) An image of my father puts his car keys on the table, looks around and says, “It’ll do.” We have an intolerance for datedness because it is the realization of what sufficed. Sufficiency in many ways implies lack.
However, for all its datedness, many, if not all, of the things in this room will never be seen again if the room is renovated. They will become unpurchaseable and extinct. Things like the bizarrely-patterned linoleum tile in the shower, the hose connecting to the specific faucet of the once-luxurious (or at least middling) jacuzzi tub whose jets haven’t been exercised since the fall of the Berlin Wall. The wide berth of the tank on the toilet. There is nothing, really, worth saving about these things. Even the most sentimental among us wouldn’t dare argue that the items and finishes in this room are particularly important from a design or historical standpoint. Not everything old has a patina. They’re too cheaply made to salvage. Plastic tile. Bowed plywood. The image-artifacts of these rooms, gussied up for Booking dot com, will also, inevitably disappear, relegated to the dustheap of web caches and comments that say “it was ok kinda expensive but close to twon (sic).” You wouldn’t be able to find them anyway unless you were looking for a room.
One does, of course, recognize a little bit of design in what’s here. Signifiers of an era. The wood-veneer of the late 70s giving way to the pastel overtones of the 80s. Perhaps even a slow 90s. The all-in-one vanity floating above the floor, a modernist basement bathroom hallmark. White walls as a sign of cleanliness. Gestures, in the curved lines of the nightstands, towards postmodernity. Metallic lamp bases with wide-brimmed shades, a whisper of glamor. A kind of scalloped aura to the club chairs. The color teal mediated through hundreds if not thousands of shoes. Yellowing plastic, including the strips of “molding” that visually tie floor to wall. These are remnants (or are they intuitions?) of so many movements and micromovements, none of them definite enough to point to the influence of a single designer, hell, even of a single decade, just strands of past-ness accumulated into one thread, which is cheapness. Continuity exists in the materials only because everything was purchased as a set from a wholesale catalog.
In some way a hotel is supposed to be placeless. Anonymous. Everything tries to be that way now, even houses. Perhaps because we don’t like the way we spy on ourselves and lease our images out to the world so we crave the specificity of hotel anonymity, of someplace we move through on our way to bigger, better or at least different things. The hotel was designed to be frictionless but because it is in a little town, it sees little use and because it sees little use, there are elements that can last far longer than they were intended and which inadvertently cause friction. (The janky door unlocks with a key. The shower hose keeps coming out of the faucet. It’s deeply annoying.)
Lack of wear and lack of funds only keep them that way. Not even the paper goods of the eighties have been exhausted yet. Datedness is not a choice but an inevitability. Because it is not a choice, it is not advertised except in a utilitarian sense. It is kept subtle on the hotel websites, out of shame. Because it does not subscribe to an advertiser’s economy of the now, of the curated type rather than the “here is my service” type, it disappears into the folds of the earth and cannot be searched for in the way “design” can. It can only be discovered by accident.
When I look at all of these objects and things, I do so knowing I will never see them again, at least not all here together like this, as a cohesive whole assembled for a specific purpose. I don’t think I’ll ever have reason to come back to this town or this place, which has given me an unexpected experience of being peevish in my father’s time. Whenever I end up in a place like this, where all is as it was, I get the sense that it will take a very long time for others to experience this sensation again with the things my generation has made. The machinations of fashion work rapaciously to make sure that nothing is ever old, not people, not rooms, not items, not furniture, not fabrics, not even design, that old matron who loves to wax poetic about futurity and timelessness. The plastic-veneered particleboard used here is now the bedrock of countless landfills. Eventually it will become the chemical-laced soil upon which we build our condos. It is possible that we are standing now at the very last frontier of our prior datedness. The next one has not yet elided. It’s a special place. Spend a night. Take pictures.
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this house may or may not be real
on grayness in real estate
Allegedly, somewhere in Wake Forest, North Carolina, a 4 bed, 5.5 bathroom house totaling more than 6,600 square feet is for sale at a price of 2.37 million dollars. The house, allegedly, was built in 2021. Allegedly, it looks like this:
A McMansion is, in effect, the same house over and over again - it’s merely dressed up in different costumes. In the 90s, the costume was Colonial; in the 2000s, it was vague forms of European (Tuscan, Mediterranean), and in the 2010s it was Tudor, dovetailed by “the farmhouse” – a kind of Yeti Cooler simulacra of rural America peddled to the populace by Toll Brothers and HGTV.
Now, we’re fully in the era of whatever this is. Whitewashed, quasi-modern, vaguely farmhouse-esque, definitely McMansion. We have reached, in a way, peak color and formal neutrality to the point where even the concept of style has no teeth. At a certain moment in its life cycle, styles in vernacular architecture reach their apex, after which they seem excessively oversaturated and ubiquitous. Soon, it’s time to move on. After all, no one builds houses that look like this anymore:
(This is almost a shame because at least this house is mildly interesting.)
If we return to the basic form of both houses, they are essentially the same: a central foyer, a disguised oversized garage, and an overly complex assemblage of masses, windows, and rooflines. No one can rightfully claim that we no longer live in the age of the McMansion. The McMansion has instead simply become more charmless and dull.
When HGTV and the Gaineses premiered Fixer Upper in 2013, it seemed almost harmless. Attractive couple flips houses. Classic show form. However, Fixer Upper has since (in)famously ballooned into its own media network, a product line I’m confronted with every time I go to Target, and a general 2010s cultural hallmark not unlike the 1976 American Bicentennial - both events after which every house and its furnishings were somehow created in its image. (The patriotism, aesthetic and cultural conservatism of both are not lost on me.)
But there’s one catch: Fixer Upper is over, and after the Gaineses, HGTV hasn’t quite figured out where to go stylistically. With all those advertisers, partners, and eyeballs, the pressure to keep one foot stuck in the rural tweeness that sold extremely well was great. At the same time, the network (and the rest of the vernacular design media) couldn’t risk wearing out its welcome. The answer came in a mix of rehashed, overly neutral modernism – with a few pops of color, yet this part often seems omitted from its imitators – with the prevailing “farmhouse modern” of Magnolia™ stock. The unfortunate result: mega-ultra-greige.
Aside from war-mongering, rarely does the media manufacture consent like it does in terms of interior design. People often ask me: Why is everything so gray? How did we get here? The answer is because it is profitable. Why is it profitable? I’d like to hypothesize several reasons. The first is as I mentioned: today’s total neutrality is an organic outgrowth of a previous but slightly different style, “farmhouse modern,” that mixed the starkness of the vernacular farmhouse with the soft-pastel Pinterest-era rural signifiers that have for the last ten years become ubiquitous.
Second, neutrals have always been common and popular. It’s the default choice if you don’t have a vision for what you want to do in a space. In the 2000s, the neutrals du jour were “earth tones” - beige, sage green, brown. Before that, it was white walls with oak trim in the 80s and 90s. In the 70s, neutrals were textural: brick and wood paneling. We have remarkably short memories when it comes to stylistic evolution because in real time it feels incremental. Such is the case with neutrals.
Finally, the all-gray palette is the end logic of HGTV et al’s gamified methodology of designing houses with commodification in mind: if you blow out this wall, use this color, this flooring, this cabinetry, the asking price of your house goes up. You never want to personalize too much because it’s off-putting to potential buyers. After twenty years of such rhetoric, doesn’t it make all the sense in the world that we’ve ended up with houses that are empty, soulless, and gray?
A common realtor adage is to stage the house so that potential buyers can picture their own lives in it. In other words, create a tabula rasa one can project a fantasy of consumption onto. Implied in that logic is that the buyer will then impose their will on the house. But when the staged-realtor-vision and general-mass-market aesthetic of the time merge into a single dull slurry, we get a form of ultra-neutral that seems unwelcoming if not inescapable.
To impose one’s style on the perfect starkness is almost intimidating, as though one is fouling up something untouchable and superior. If neutrality makes a house sell, then personality - at all - can only be seen as a detriment. Where does such an anti-social practice lead us? Back to the house that may or may not exist.
In my travels as McMansion Hell, I’ve increasingly been confronted with houses full of furniture that isn’t real. This is known as virtual staging and it is to house staging as ChatGPT is to press release writing or DALL-E is to illustration. As this technology improves, fake sofa tables are becoming more and more difficult to discern from the real thing. I’m still not entirely sure which of the things in these photos are genuine or rendered. To walk through this house is to question reality.
Staging ultimately pretends (sometimes successfully, sometimes not) that someone is living in this house, that you, too could live in it. Once discovered, virtual staging erases all pretensions: the house is inhabited by no one. It is generally acknowledged (though I’m not sure on the actual statistics) that a house with furniture - that is, with the pretense of living – sells easier than a house with nothing in it, especially if that house (like this one) has almost no internal walls. Hence the goal is to make the virtual staging undiscoverable.
If you want to talk about the realtor’s tabula rasa, this is its final form. Houses without people, without human involvement whatsoever.
But what makes this particular house so uncanny is that all of these things I’ve mentioned before: real estate listing photography, completely dull interiors and bland colors all make it easy for the virtual furniture to work so well. This is because the softness of overlit white and gray walls enables the fuzzy edges of the renderings to look natural when mixed with an overstylized reality. Even if you notice something’s off in the reflections, that’s enough to cause one to wonder if anything in the house is real: the floors, the fixtures, the moulding, the windows and doors.
This is where things are heading: artifice on top of artifice on top of artifice. It’s cheap, it’s easy. But something about it feels like a violation. When one endeavors to buy a house, one assumes what one is viewing is real. It’s one thing if a realtor photoshops a goofy sunset, it’s another to wonder if anything in a room can be touched with human hands. I won’t know what, if any, part of this estate costing over 2 million dollars actually exists until I visit it myself. Perhaps that’s the whole point - to entice potential buyers out to see for themselves. When they enter, they’ll find the truth: a vast, empty space with nothing in it.
The better this rendering technology gets, the more it will rely on these totally neutral spaces because everything matches and nothing is difficult. You are picking from a catalog of greige furniture to decorate greige rooms. If you look at virtual staging in a non-neutral house it looks immediately plastic and out of place, which is why many realtors opt to either still stage using furniture or leave the place empty.
Due to the aforementioned photography reasons, I would even argue that the greigepocalypse or whatever you want to call it and virtual staging have evolved simultaneously and mutualistically. The more virtual staging becomes an industry standard, the more conditions for making it seamless and successful will become standardized as well.
After all, real staging is expensive and depends on paid labor - selecting furniture, getting workers to deliver and stage it, only to pack it back up again once the property is sold. This is a classic example of technology being used to erase entire industries. Is this a bad thing? For freelance and contract workers, yeah. For realtors? no. For real estate listings, it remains to be seen. For this blog? Absolutely. (Thankfully there is an endless supply of previously existing McMansions.)
The thing is, real estate listings no longer reflect reality. (Did they ever to begin with?) The reason we’re all exasperated with greige is because none of us actually live that way and don’t want to. I’ve never been to anyone’s house that looks like the house that may or may not exist. Even my parents who have followed the trends after becoming empty nesters have plenty of color in their house. Humans like color. Most of us have lots of warmth and creativity in our houses. Compare media intended for renters and younger consumers such as Apartment Therapy with HGTV and you will find a stark difference in palate and tone.
But when it comes to actually existing houses - look at Zillow and it’s greige greige greige. So who’s doing this? The answer is real estate itself aided by their allies in mass media who in turn are aided by the home renovation industry. In other words, it’s the people who sell home as a commodity. That desire to sell has for some time overpowered all other elements that make up a home or an apartment’s interiority to the point where we’ve ended up in a colorless slurry of real and unreal.
Fortunately, after ten years or so, things begin to become dated. We’re hitting the ten year mark of farmhouse modernism and its derivatives now. If you’re getting sick of it, it’s normal. The whole style is hopefully on its last leg. But unlike styles of the past, there’s a real, trenchant material reason why this one is sticking around longer than usual.
Hence, maybe if we want the end of greige, we’re going to have to take color back by force.
