Mod House Media Watch™ is a weblog featuring a record of the placement of the Modern House in advertising on television, in print, on the internet and other media.
Modern houses and residential interiors often appear in the popular media as a prop to sell other products. Consumer products are often shown in the context of a cool modern house or a hip modern interior to cast them in a desirable light. This represents a great disconnect in our culture. The marketers clearly understand that the Modern House carries positive capital in the pitch of their product. But the housing industry lags way behind, conservative, the last to follow a trend, the first to ignore one. But it is useful to realize that the Modern House has cultural value, that it represents desirability, mainly through its exclusivity, an exclusivity that is primarily derived from its unavailability. Because it is unavailable the Modern House more often than not emerges through a singular custom commission, an expensive endeavor which brings us full circle to its exclusivity and desirability. Astute observers will realize that this represents a window of opportunity. Developers and Builders willing to offer the Modern House will enjoy a virtually untapped market. This Mod House Media Watch is intended as a wake-up call, a location to collect media placements of the Modern House in order to evidence the cultural value of the Modern House to would be Developers and Builders. This is a tool for those trying to move the market, one more piece of evidence to put before those you are trying to sway.