MoCo Loco: Interview: John Brown

Interview | 27 Mar 06 | Stumble

Frustrated by the bland, cookie cutter approach to design in the suburbs architect John Brown of Calgary formed a new kind of architectural firm that makes good design accessible to the public. Using the architectural design process, Housebrand works for their clients as real estate agent- architect- interior designer- and contractor. As a registered architect and a partner at Housebrand, John is also a licensed real estate broker. He is also a Professor of Architecture at The University of Calgary.

We recently spoke with John, said he; “Housing is the largest single land use in the North American city and the biggest investment most people make. But a house is much more than square footage and the number of beds and baths. Architects are great at helping people create better places to live, but their services are unfamiliar and don’t easily fit into the residential construction industry. Sadly, less than 3% of all houses constructed in North America involve the use of an architect”. Housebrand developed their practice to address these issues.

We thought Housebrand’s philosophy was one MoCo Loco could get behind, so we visited the Housebrand office to hear more about their work...
JGB

ML: You have said that "If we (architects) can get off our high horse and engage in the world around us without losing our principles, then our profession will be that much further ahead."

JB: There are a few modern architects trying to improve the state of the average home. But in reality 3% of new homes today involve the use of an architect. In the past, it has been wealthy patrons with access to architects. In summary, it's very easy for architects and designers to slam the suburbs, but few people have a realistic, affordable alternative to offer people.

Most people think of architecture as a sculptural form of art. I think this can make the architecture too explicit and too much of a focus (think the Disney concert hall). This is ok some of the time but not all of the time, and usually not with houses. It can be too self indulgent for the architect. Instead, I like to think of it more in terms of choreography where the architect provides the stage on which the dance occurs. The daily life (or dance) is where the real work of art happens and the stage should facilitate it, articulate it and make it easier, better etc. It does this in part by standing back and fading in to the distance during the performance.

Condo Interior by Housebrand

ML: Housebrand is a very unique business model, how did the idea of combining architecture and real estate come about?

JB: We wanted to provide an architectural process that made it as easy to tailor a home in the inner city as it was to buy in the suburbs. We start with the end in mind. That is to say we help allocate budget and the appropriate places to spend money for our clients. In terms of real estate, we felt a homebuyer needs someone that understands architecture and space rather than someone trying to sell you a product for a commission. By being both architect and real estate agent, we bring the architect to the middle of market ($300,000.00 range).

ML: Many young families seem to think that the best home for a family is in the suburbs. Is that true?

JB: Many young couples feel they have no other option. Older houses don’t fit their modern lifestyles. Many of the inner city bungalows were designed for “mom in the kitchen”, with small closets for a time when people had only three sets of clothes, no internet connection, giant yards with no garden terrace, one small bathroom and closed living spaces.

We transform the base model (an existing bungalow) into something better than the suburbs. We offer mature neighborhoods and all the amenities like public transit. Our strategy is conceptually driven and we increase the connection to outside. We typically move the living space to the back of the home with an opening to a terraced yard and green garden. The kitchen gets moved to the front window. We create and open floor plan loft space- flexible usable space, with more storage and actual living space. Just like buying a home in the suburbs, you move in after all our work is done and the new furniture is moved in.

Living room with open view and increased connection to backyard

ML: Tell more us about what you call "The Tailored" home and the "Bungaloft" concept?

JB: Its easier and more affordable to create a modern living space in an established community. Like when you buy a new suit, it is altered to fit our body when we buy it. We do the same thing with our homes. Tailored Home starts with a loft strategy that modernizes the interior and opens up the closed room living spaces of an older home. A series of customizable upgrade option packages offer various functional variations for the kitchen, bathrooms and storage. An edited collection of high quality well-priced contemporary finishes (flooring, window coverings, lights, plumbing fixtures and furniture) allows further detailing of the home with options that are consistent with the architectural design.

Unlike other big cities, many of Calgary’s old abandoned warehouses (that normally get converted into lofts) are not available. However, Calgary has a very large number of 1950-60s bungalows that we apply the same process to. This provides a great combination of inner city loft living with the privacy of your own backyard.

Tailored Home- Kitchen BEFORE Housebrand

Tailored Home- Kitchen AFTER Housebrand

ML: Approximately how many homes does Housebrand tailor each year?

JB: Generally around 70-75 units per year. (ML: Wow!)

Tailored Home- Living Room BEFORE Housebrand

Tailored Home- Living Room AFTER Housebrand

ML: Who are your typical clients?

JB: There are typically two types of clients. The first are young couples moving out of new downtown condos starting families. They are in their early 30s, buying their second home. The second type are late 50s to early 60s downsizing from the suburban monster, looking for something small, cool, and efficient that allows them more time to travel. What is interesting is that this is always changing and we are already getting projects for some of the downtown condos built in the 1970s. We apply the same process to these projects as well.

New Condo Exterior

ML: ...and the average price of a Tailored home?

JB: $350,000- $550,000 (although this is always changing too).

ML: Is modern design family friendly?

JB: Yes, it's very family friendly. Modernist architecture has gotten a bad reputation over the years. Our version is much more forgiving, friendly, softer more sumptuous design. The tailored home is one large open space; simple, clean, with lots of light.

Tailored Kitchen

ML: We've noticed Housebrand's attention to the furnishings of the home? How is this important?

JB: It’s very important. Architects often deal with the building only and have little to do with the objects people physically interact with. In our opinion all these elements fit together to create the perfect home. We sell lines of furniture from Benson, PURE design, small local design companies that offer good design. As well, we have our own line of Housebrand furniture.