黑洞社区

Pattern book prophet

As 黑洞社区 reports on the many resi towers in the pipeline for London and New York, we look back to 1977 when marketer Conrad Jameson was pushing a radical residential idea, which was not well received by much of the industry - but possibly favoured by others 鈥� to get rid of architects.

Photographed stroking a small dog in a mildly Bond-villainesque way, the market research expert outlined his campaign to replace architects with pattern books. He said architects needed to stop solving non-existent problems and return to the 鈥渢rue vernacular鈥�, accusing the profession of trying to make housing 鈥渓ook like a painting鈥�.

鈥淭here鈥檚 no reason why you shouldn鈥檛 have a better Daily Mail Book of House Plans,鈥� he said, and referenced US practice. 鈥淚 think in America you pay $25 for the plans, and you know that everything has been tested, everything is there.鈥�

For any housebuilders who may be agreeing enthusiastically with his views, Jameson wasn鈥檛 too kind to them either. He claimed they got 鈥渁way with murder鈥� and also commented that builders鈥� 鈥渋gnorance almost matches their arrogance鈥�.

His views, however, didn鈥檛 stop him living in a very picturesque Kensington house.

To read the full article from 3 June 1977, download the PDF below.