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Greg Castillo, Cold War on the Home Front: The Soft Power of Midcentury Design

Author(s): Sarah A. Lichtman


Source: West 86th, Vol. 18, No. 1 (Spring-Summer 2011), pp. 115-118
Published by: The University of Chicago Press on behalf of the Bard Graduate Center
Stable URL: http://www.jstor.org/stable/10.1086/659392 .
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case studies. Anne Massey’s essay, for instance,
on the design of ocean liners, provides a detailed
select bibliography that provide a rich source of
information to any student wishing to learn more.
Cold War on the Home consumerism versus communism as a Cold War con-
struct.3 In its place, he reveals the complex relation-
exposé of the complex and collective design process With one hundred illustrations and an engagingly Front: The Soft Power of ship of consumption, domesticity, and midcentury
involved, while Alison Clarke’s essay, examining the
home furnishing choices of a retired couple, high-
lucid text, Designing the Modern Interior should be
essential reading for such students. While some
Midcentury Design modernism with the self-representation of both the
East and the West.
lights the transitory nature of a domestic interior and of the essays and issues raised might leave those Greg Castillo As Marshall Plan organizers sought to sway for-
the way in which stylistic aspirations and biographic more familiar with the subject desirous of longer and eign citizens with the pleasures of privatized capital-
memories structure its evolution. Like Clarke, Pat more extended analyses, this should not be read ist consumption, Eastern Bloc governments hoped to
Kirkham’s essay on the Eames House in Pacific as a criticism; rather it is an acknowledgment that counter the allure through domestic displays of their
Palisades, California, also emphasizes the active the subject of this quality work warrants further own. Castillo relies on archival materials, as well as
and ongoing construction of interior spaces by their investigation and publication.  on German and American period journals, maga-
inhabitants as she analyzes the way in which the zines, and fiction, and convincingly applies political
couple used their home to entertain. In this, both scientist Joseph Nye’s dichotomy of “hard” and “soft”
Clarke’s and Kirkham’s essays exemplify the influ- 1 Quoted in Anne Massey, Interior Design Since 1900, rev. ed. power as his organizing methodology. According
(London: Thames & Hudson, 2008), 161.
ence of material culture studies, noted by Keeble in to Nye, hard power controls and coerces through
2 Alice T. Friedman, Women and the Making of the Modern House
his introductory essay, as the interior is viewed as a overt displays and tactics, such as occupation and
(New York: Harry N. Abrams, 1998).
performative setting, which is an ongoing process trade embargos, while soft power beckons and
3 For example, see David Bell and Joanne Hollows, eds., Ordinary
requiring constant work. Lifestyles: Popular Media, Consumption and Taste (Maidenhead,
beguiles through intangibles, such as culture and
What is less evident in the anthology is the UK: Open University Press, 2005). Minneapolis: University of Minnesota Press, 2010. belief systems. The allure of soft power rests in its
way in which material culture studies has sought to 4 Penny Sparke, The Modern Interior (London: Reaktion, 2008). 312pp.; 97 b/w ills. capacity for appropriation and adaptation by foreign
uncover the normative practices that structure the Paper $24.95 recipients, who, while promoting their own interests,
5 See, for example, Suzie Attiwill’s criticism that design history
domestic interior.6 While Keeble suggests, correctly, provides inadequate analysis of the temporal and spatial nature also promote the interests of the generating nation.
ISBN: 9780816646920
that much of this work ignores the importance of interior design because it privileges the visual aspects of the For Castillo, then, the home, as exhibited throughout
interior and views it in terms of enclosure and containment rather
of style and aesthetics, and can tend toward a the postwar period, was a “Trojan House” (p. 139) of
than recognizing the more contingent and conceptual nature of
synchronic analysis of the interior, there are some what an interior might be. Suzie Attiwill, “Towards an Interior sorts, leading to the fateful exchange in the American
notable examples where the demands of both are History,” IDEA Journal 1 (2004): 1–8. Scholars have long recognized the centrality of the kitchen between Vice President Richard M. Nixon
interwoven with excellent results. Judy Attfield’s 6 For example, see Tony Chapman and Jenny Hockey, eds., Ideal home in Cold War discourse. They have also broad- and Premier Nikita Khrushchev at the 1959 American
seminal essay “Inside Pram Town: A Case Study of Homes?: Social Change and Domestic Life (London: Routledge, ened research into the Cold War by looking at design National Exhibition in Moscow. That exchange, held
1999); Sarah Pink, Home Truths: Gender, Domestic Objects, and
Harlow House Interiors, 1951–1961,”7 for example, Everyday Life (Oxford: Berg, 2004); Elizabeth Shove, Matthew
and daily life behind the iron curtain. David Crowley, amid washing machines, hi-fi units, and other prod-
explored the ways in which women responded Watson, Martin Hand, and Jack Ingram, eds., The Design of Susan E. Reid, and others have brought the design ucts of capitalist labor, Castillo argues, represented
to “modern” open plan living and the strategies of Everyday Life (Oxford: Berg, 2007). and material culture of the Eastern Bloc to the fore, not the inception but rather the culmination of an
resistance they developed as a means to appropriate 7 In Judy Attfield and Pat Kirkham, eds., A View from the Interior: and the Victoria and Albert Museum’s exhibition Cold ongoing ideological battle about the relative merits
“modernity to their own designs [my italics].”8 A little Women and Design, 2nd ed. (London: Women’s Press, 1995). War Modern: Design, 1945–1970, curated by Crowley of consumption. Its legacy is nothing less than the
more analysis of such “ordinary” interiors would have 8 Judy Attfield, “Bringing Modernity Home: Open Plan Living in the and Jane Pavitt with contributions by Reid and Greg single globalized economy we live in today.
British Domestic Interior,” in At Home: An Anthropology of Domestic
been a welcome addition. Castillo, dedicated a significant portion of the exhibi- After the Second World War, citizens of both
Space, ed. Irene Cieraad (Syracuse, NY: Syracuse University Press,
Of course an anthology must draw its 1999), 73–81. A more recent work that takes up some of Attfield’s tion and its catalogue to designs from Eastern Eu- East and West Germany perceived the heritage of
boundaries somewhere, and Designing the Modern findings is Lesley Johnson and Justine Lloyd’s Sentenced to rope.1 In Cold War on the Home Front: The Soft Power the avant-garde as increasingly irrelevant, and even
Everyday Life: Feminism and the Housewife (Oxford: Berg, 2004),
Interior pulls together essays that both extend of Midcentury Design, architectural historian Greg retrograde. By the 1950s the Existenzminimum home
which—although written from the perspective of the social
and refine existing (albeit dispersed) works of sciences—examines the new “visuality of home-making” in the Castillo continues this trend, offering an informed was replaced in the socialist East by a distrust of
historiographic significance as well as essays that postwar era through an analysis of advice literature, magazines, reading of the interiors and material artifacts exhib- modernism and an embrace of neoclassicism. In the
and advertisements, making it highly relevant to the study of the
present new research, providing a stimulating and ited at trade fairs and exhibitions held in divided Ger- West, the introduction of the deutschmark and the
modern interior.
authoritative introduction to the history of the many and elsewhere. He situates the Cold War home lifting of price controls in Marshall Plan Europe made
modern interior. Indeed, the quality of research— and its material culture at the center of the ideological available, according to the latter day Werkbund, a
Emma Gieben-Gamal
in particular the detailed archival research—is battle between the United States and the Soviet “false abundance” of goods and styles. With the U.S.
excellent throughout, and where the anthology is Union, and reinforces Beatriz Colomina’s argument government locked in an increasingly bitter ideological
particularly successful is in its “spatialization” of Emma Gieben-Gamal is lecturer in design history and that “everything in the postwar age was domestic.”2 struggle with the Soviet Union, the home and its ma-
visual culture at Edinburgh College of Art.
history, which, as Sparke claims, leads to a more Castillo elaborates on the work of historian Robert terial goods emerged as the offensive front lines. The
complex and nuanced understanding of the subject. H. Haddow and expands our understanding of trade “contest between freedom and despotism,” according
This is backed up by extensive endnotes and a fairs and exhibitions by breaking down the polemic of to Paul G. Hoffman, a Marshall Plan administrator,

114    West 86th  V 18  N 1 Book Reviews    115


was “a contest between the American assembly line East Berlin. Initiating what Castillo calls “a cross- Castillo perhaps could have better contextu- ing women who show few of the physical charms of
and the Communist Party line” (p. 17), and through an border dialogue transacted in the language of exhibi- alized the popularity of Berlin’s America at Home women in the West.”5 Relying on modern appliances
elaborate propaganda campaign—the largest such tions” (p. 96), the installations represented styles exhibition by noting that similar exhibitions in the rather than on sledgehammers to get their job done,
campaign ever mounted during peacetime—the U.S. rooted in German vernacular traditions with gothic, United States, such as MoMA’s House in the Garden American women could spend their time tending to
government attempted to reconstruct the German baroque, and neoclassical antiques, intermingled (1949–55) or the Case Study Houses (1945–62), drew the more “feminine” pursuits of beauty and fashion
populace into a citizenry who embraced private afflu- with thirty new suites of neotraditional furniture.   impressive crowds as well, demonstrating the ap- so lacking in the lives of their Soviet counterparts.
ence and material accumulation. The exhibition also included a “Chamber of Horrors” petite for new ways of living in the postwar period. Contradicting this ideal woman at the exhibition
Model homes and exhibitions were a primary consisting of photographs of modernist interiors Women were often featured in such exhibitions on was Lucia DeRespinis, a designer working in George
means of cultivating this new group, and thus a ranging from a 1927 Weissenhof housing interior by both sides of the iron curtain, frequently cast in the Nelson’s office who was responsible for the design
crucial soft-power resource. Castillo introduces Mart Stam to Knoll’s Manhattan showroom. role of domestic guardians and highlighting the deep and furnishing of the Model Apartment, a modernist
Peter G. Harden, a little known Yale-trained architect By the mid-1950s Soviet Bloc nations increasingly patriarchal ideology pervading exhibitionary strate- space all but forgotten by the Soviet and American
who was stationed in Germany after the war and participated in foreign exhibitions, which, with their gies. Castillo touches on these ideas through the press and by future historians. Castillo notes that
was responsible for the design of many of the trade hard-power displays of satellites and nuclear-powered dichotomous figures of the model housewife, as pre- while the Soviet media excoriated the Model Home,
fairs and exhibitions held over the next decade. In vessels, portrayed communism as technologically sented in exhibitions, and the worker-activist, fasci- a suburban ranch, in the United States it received a
1950, for example, Harden designed Berlin’s America and economically advanced. President Dwight D. natingly represented by the daring Marianne Brose, resounding welcome, touring the country and even
at Home exhibition, whose highlight was a single- Eisenhower, who recognized the importance of hard the protagonist of Theo Harych’s novel Stalinallee. appearing on the roof of Macy’s department store in
family suburban home that had been shipped from as well as soft power—even if Congress did not— He could have deepened his discussion here, how- San Francisco. In both countries, however, the Model
Minneapolis as a kit of prefabricated components. turned instead to private enterprise to fund federal ever, by drawing out women’s roles in the ideological Apartment remained largely absent from the exhibi-
The exhibition was a success and drew an estimated propaganda and promote the American way of life, construction of the Cold War consumer. Describing a tion discourse, an off-limits topic that in the Soviet
750,000 visitors, more than 50 percent of them com- culminating in the 1959 American National Exhibition model housewife at the 1952 U.S.-sponsored Berlin Union could perhaps draw unwelcome comparisons
ing from East Berlin. in Moscow. Many Americans celebrated the exhibition exhibition We’re Building a Better Life, Castillo relates to the small, ill-equipped apartments under Khrush-
In Stuttgart, Germany, Edgar Kaufmann Jr.,   as a great propagandistic victory. Castillo provides how consumption transformed the traditional Ger- chev’s new plan. Why, though, was the Model Apart-
of New York’s Museum of Modern Art, oversaw the a compelling, soft-power alternative reading to man housewife into a subversive agent. “Beneath the ment also overlooked at home? Perhaps this was the
installation of New Home Furnishings, which included American triumphalism, pointing out that it was the apron, pinned up braids, and Kaffee-Klatch charm,” result of the bias in favor of suburban living at the
many transplanted displays from MoMA’s “Good Kremlin itself that invited the Americans to their he writes, “lurked a cultural revolutionary” (p. 78).   time. Looked at another way, the Model Apartment
Design” program, a collection of allegedly affordable capital city. Occurring on the heels of Khrushchev’s A personification of capitalist commodification in the also highlights the intersection of gender and work
and functional designs for everyday life, such as ambitious plan to reformulate Stalinist ideology West and “rational consumption” in the East, women, during the Cold War. After the liberation of wartime
George Nelson home furnishings and Pyrex measuring by, among other things, prioritizing private over as Susan E. Reid has shown, occupied a central and work, many women found themselves confronted by
cups. The U.S. government could not have found a public space, Castillo suggests that the invitation powerful position in the discourse over consumption societal pressure to resume “traditional” domestic
better booster for the soft power of midcentury mod- was part of a larger ideological plan by Khrushchev and domesticity.4 roles. Viewed as threatening and neurotic, ambitious
ernism than Kaufman, who, in his 1950 manifesto to plunder the resources of consumer modernity Women also acted as the face of the 1959 women suffered heightened professional scrutiny.6
What Is Modern Design?, professed the integral rela- and send a wake-up call to under-producing Soviet American National Exhibition. Pat Nixon and Nina At the exhibition, then, DeRespinis’s identity as
tionship between design and democracy. By contrast, manufacturers. The new mass-produced apartments, Petrovna Khrushchev both adorned the cover of Life a woman negated her professional identity as an
in the East, the ideals of modernism ran counter to whose modern style provided an aesthetic rebuke to magazine, reenforcing women’s centrality in pro- interior designer, placing her within larger cultural
the prevailing Stalinist doctrine of socialist realism, Stalinist socialist realism, would not only increase jecting the exhibition’s message. Castillo mentions stereotypes that affiliated women with home and
a style rooted in celebrating the triumph of commu- privacy and radically transform Soviet daily life but Barbara Sampson, the “demonstration lady” in the wifely duties. As designer of the Model Apartment,  
nism and proletarian culture. For the Eastern Bloc, also, by necessity, increase the production and General Foods/Birds Eye kitchen, as well as Helena DeRespinis represented an “acceptable” working
modernism represented bourgeois and U.S. capitalist consumption of household goods. “The Kremlin,” Rubenstein, whose beauty parlors were responsible woman, much the way Pat Nixon or the fashion models
decadence, deemed detrimental to the welfare of Castillo argues, “deliberately parted the iron for making over Soviet visitors. It would have been did. Historians have demonstrated the gendered
the socialist state. That many pioneering modernist curtain in the USSR’s national interest” (p. 164). helpful, however, if Castillo had also discussed the nature of design in the twentieth century, and how
architects emigrated to the United States made the Khrushchev’s seven-year plan for 1959–65 asserted many other roles of women at the exhibition. The interior design in particular, informed by nineteenth-
association of modernism with Americanism all the that the USSR would surpass the West in productivity women who acted as hostesses, modeled fashions, century assumptions about morality and taste, and
more acute. “Today, where are the architects who and even distribute certain basic consumer goods and disseminated information as one of the so-called rooted in Catherine Beecher’s separate spheres,
represented the Bauhaus, such as Gropius, Mies van free of charge by 1980. So when Khrushchev taunted girl guides (clad in polka-dot shirtwaist dresses, hats, emerged as an acceptable “feminine” occupation.7
der Rohe, Martin Wagner and others?” asked Kurt Nixon at the exhibition, declaring, “As we pass you and gloves) also worked in acceptably feminine jobs, By locating DeRespinis within the everyday feminine
Liebknecht, director of the Bauakademie in East Berlin. by, we’ll wave ‘hi’ to you,” he predicted, incorrectly of occupying a central yet gendered role. These smiling, culture of domesticity, the press marginalized the
“They are in America; they seem to like it there” (p. 52). course, that the very success of the United States attractive women contrasted with their Soviet coun- design of the Model Apartment and transformed
In 1953 the East struck back with Live Better— would serve as the catalyst for the USSR’s own, even terparts, as reported by the U.S. press at the time, DeRespinis from professional designer into amateur
More Beautifully, a conference and exhibition held in greater triumph. which derided Moscow as a large city of “hard-work- decorator, underscoring an essentialist belief in a

116    West 86th  V 18  N 1 Book Reviews    117


feminine predisposition toward decoration and the
decorative.8
spoil the United States?,” is increasingly relevant
and confirms that the soft power of Cold War design
Second Suburb: “Jubilee” and “The Rancher” were sited within thirty
miles of Philadelphia, but the suburb existed less
As the battle over the new consumer wore on, packed a very hard punch.10 Levittown, Pennsylvania as a commuter town than as a residence for migrant
government and party officials continued to use steelworkers employed at the nearby U.S. Steel mill.
Edited by Dianne Suzette Harris
midcentury modernism as a stylistic barometer of Although it was staunchly white in its racial demo-
taste and values. By the late 1950s Soviet and East- 1 Susan E. Reid and David Crowley, eds., Style and Socialism: graphic, there existed a mixture of blue collar and
Modernity and Material Culture in Post-War Eastern Europe (Oxford:
ern European designers had rehabilitated the style, Berg, 2000); David Crowley and Susan E. Reid, eds., Socialist white collar amid the young families putting their
infusing it with a socialist sensibility rooted in the Spaces: Sites of Everyday Life in the Eastern Bloc (Oxford: Berg, first foot on the ladder of home ownership. When
vernacular. East German periodicals poked fun at the 2002); Lewis H. Siegelbaum, ed., Borders of Socialism: Private building in Pennsylvania began at the close of opera-
Spheres of Soviet Russia (New York: Palgrave Macmillan, 2006);
Nierentisch, or “kidney style,” of Western midcentury David Crowley and Jane Pavitt, eds., Cold War Modern: Design, tions in Long Island, William Levitt and Sons was
excess and degradation rooted in exaggerated or- 1945–1970 (New York: Harry N. Abrams, 2008). already a household name, known as the largest post–
ganic shapes. “There certainly are places in the world 2 Beatriz Colomina, Annmarie Brennan, and Jeannie Kim, eds., World War II home developer. As Richard Longstreth
where the meaningless is modern,” declared Kultur Cold War Hot Houses: Inventing Postwar Culture from Cockpit remarks in his contribution to Second Suburb, a sat-
to Playboy (New York: Princeton Architectural Press, 2004), 12.
im Heim, “but the German Democratic Republic is isfyingly comprehensive history of Levitt’s company
See also Elaine Tyler May, Homeward Bound: American Families
not one of them” (p. 181). Yet despite the supposed in the Cold War Era (New York: Basic Books, 1988); Beatriz and its relation to postwar planning, the building
cultural superiority of the GDR, its attempts to create Colomina, Domesticity at War (Cambridge, Mass.: MIT Press, merchant was an excellent self-publicist who was
2007); Ruth Oldenziel and Karin Zachman, eds., Cold War Kitchen:
enlightened socialist consumers faltered. Eastern “quoted in a stunning array of product advertisements,
Americanization, Technology, and European Users (Cambridge, MA:
Bloc production could not match consumer desire or MIT Press, 2009). Pittsburgh, PA: University of Pittsburgh Press, 2010. and featured in magazines of almost every descrip-
demand, leaving many disenchanted. As one visitor 448pp.; 166 b/w ills. tion. . . . No one did more to satisfy the market for
3 Robert H. Haddow, Pavilions of Plenty: Exhibiting American
wrote in the comment book for the 1961 Art Into Life! Culture Abroad in the 1950s (Washington, DC: Smithsonian Cloth $45.95 single-family houses than William Levitt” (p. 174).
exhibition, held the same year that the Berlin wall Institution Press, 1997). Second Suburb is a seminal resource because
would be erected, “Do we still have to live in Potemkin 4 Susan E. Reid, “Cold War in the Kitchen: Gender and the ISBN: 9780822943891 Harris plays generous host when inviting contributors 
villages from Catherine’s time? . . . Simply so offen- De-Stalinization of Consumer Taste in the Soviet Union under from a range of disciplines. The book contributes to
Khrushchev,” Slavic Review 61, no. 2 (2002): 212.
sive it could make you weep” (p. 204). the growing literature on postwar mass housing by
In the end, then, soft power prevailed: do- 5 May, Homeward Bound, 19. underlining the important sociocultural role these
mestic consumption sounded the death knell for 6 William H. Chafe and Harvard Sitkoff, eds., A History of Our Time: In Richard Yates’s 1961 novel Revolutionary Road, in tracts play as repositories for the historical treat-
Readings on Postwar America, 4th ed. (New York: Oxford University
communism. But, as Castillo convincingly argues, which the doomed Frank Wheeler and his young wife, ment of race, gender, and consumer habits, while
Press, 1995), 224; Stephanie Coontz, The Way We Never Were:
its demise was self-inflicted; “the poison pill was American Families and the Nostalgia Trap (New York: Basic Books, April, become castaways in a Connecticut commuter also highlighting what service this interdisciplinary
willingly ingested” (p. 206). Cold War on the Home 1992), 161; Ferdinand Lundberg and Marynia F. Farnham, Modern town, the suburbs stand for the chilling suffocation approach can do for the historiography of the home.
Woman: The Lost Sex (New York: Harper and Brothers, 1947).
Front resoundingly confirms David Crowley and Jane of newlywed dreams. For a later generation watch- Harris devotes the first half of the book to two sub-
Pavitt’s assertion that “design was not a marginal 7 Pat Kirkham and Lynne Walker, “Women Designers in the USA, ing Kevin and Winnie in The Wonder Years (1988–93), stantial essays from authors who look at Levittown
1900–2000,” in Pat Kirkham, ed., Women Designers in the USA,
aspect of the Cold War but central—both materi- 1900–2000: Diversity and Difference (New York: Bard Graduate
television’s nostalgic re-creation of the 1960s, the “from the inside.” Sociologist Chad Kimmel, who grew
ally and theoretically—to the competition over the Center for Studies in the Decorative Arts, in association with Yale suburbs must have seemed like the fulfillment of the up in Levittown and wrote his 2004 doctoral disser-
future.”9 Castillo’s book also offers a caution about University Press, 2000), 62. American Dream. What both evocations reveal, how- tation on his birthplace, collates oral histories that
the continued potency of soft power and its legacy of 8 On how these assumptions affected women entering the ever, is the extent to which postwar suburbia became are both informative and pleasurable to read. Daisy
accelerated consumption and material excess in the interior design profession, see Pat Kirkham and Penny Sparke,
a foil for the exploration of popular culture, family, D. Myers’s essay is excerpted from her 2005 memoir
“‘A Woman’s Place . . .’: Women Interior Designers, 1900–1950,” in
United States today. Kirkham, Women Designers in the USA, 305. and the individual almost at its birth. In Second Sub- and relates her family’s experience as the first black
In 1960, Eisenhower delivered a prescient com- urb: Levittown, Pennsylvania, Dianne Harris has cul- residents in the previously segregated development.
9 David Crowley and Jane Pavitt, “Introduction,” in Crowley and
mencement address admonishing graduates to re- Pavitt, eds., Cold War Modern, 14. tivated a similar narrative richness to these fictional Her story is compelling, chronicling an important yet
flect not on the opportunities but rather on the con- 10 Warren Susman, with the assistance of Edward Griffin, “Did
accounts of planned communities without losing less-known moment in civil rights history in the form
sequences that a decade of unprecedented growth Success Spoil the United States? Dual Representations in Postwar purchase on the scholarly necessities of meticulous of the race riot that erupted outside her Levittown
and prosperity had wrought on the United States. America,” in Lary May, ed., Recasting America: Culture and Politics research and detailed presentation. Harris and her home in 1957. Bill Griffith’s cartoon strip Zippy the
in the Age of Cold War (Chicago: University of Chicago Press, 1989).
“Freedom,” he declared, “is imperiled where peoples, contributors have collated a wealth of primary visual Pinhead, a document of his disaffected youth in the
worshipping material success, have become emptied sources, oral histories, and contextual case studies Levittown suburb in Long Island, provides a fitting
of idealism. Peace with justice cannot be attained . . . Sarah A. Lichtman centered on Pennsylvania’s Levittown. coda to this section.
where opulence has dulled the spirit” (p. 207). Some Built between 1952 and 1958 as the second of Following the first half of the book, Harris
fifty years later, with a citizenry increasingly unable Sarah A. Lichtman is assistant professor of design history
five sister housing tracts, these seventeen thousand has included over forty pages of photographs “to
to pay their debts and many former dream homes in and design studies in the School of Art and Design History suburban homes were based on the first development  illustrate Levittown at a range of scales, from the
foreclosure, Warren Susman’s question, “Did success and Theory at Parsons The New School for Design. in Long Island, New York. Housing models named macro scale of the development itself to the micro

118    West 86th  V 18  N 1 Book Reviews    119

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