ARCHITECTURAL FORUM October 1935. New York: Time, Inc. [Volume 63, No. 4]. 101 Houses— 202 Pages of Plans, Elevations, Costs, Details

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Howard Myers [Editor]

Howard Myers [Editor]: THE ARCHITECTURAL FORUM. New York: Time, Inc. [Volume 63, No. 4, October 1935].  Slim Quarto. Thick wrappers. Wire spiral binding. 228 [cvi] pp. Illustrated articles and advertisements. Wrappers worn worn and rubbed. Textblock thumbed. The spiral binding is in good condition and does not bind any pages when opened. A good or better copy.

8.75 x 11.75 spiral-bound magazine with 334 pages of editorial content showcasing the Architectural and Industrial Design of the American Streamline Moderne Machine Age aesthetic. There are also an excellent assortment of vintage trade advertisements that espouse the depression moderne streamline aesthetic quite nicely. You have been warned.


  • Letters
  • Forum Of Events
  • Products And Practices
  • Progress May Be Reported
  • The Small House: 1935
  • 101 Houses— 202 Pages of Plans, Elevations, Costs, Details. Features residential designs by William Wilson Wurster, Richard Neutra [x 2], Gregory Ain, John Sherwood Kelly [x 2], Edward X. Tuttle, Bartlett Cocke, Reinhard M. Bischoff, R. M. Schindler, Albert Lee Hawes, Frank Harper Bissell, Mcneil Swasey, Gene H. Brockow, Walter Bradnee Kirby [x 2], George Wellington Stoddard, Richard W. Mecaskey [x 2], Maximillian R. Johnke, John Byers [x 3], Edla Muir [X 3], G. Edwin Brumbaugh, Robert Isphording, John C. B. Moore [x 2], Winchton Risley [x 3], W. Montgomery Anderson, Henry Irven Gaines, Carlos Schoeppl & Arnold Southwell, Harvey Stevenson & Eastman Studds [x 2], Michael Goodman, Charles H. Umbrecht, Hays & Simpson, Derby Barnes & Champney, Hillard Russell, H. Roy Kelley [x 3], Edgar Bissantz, Harold G. Spielman, William Wilde, R. H. Scannell, Allen John Strang, Dominique Berninger, Maxwell A. Norcross, D. Allen Wright, Harwell Hamilton Harris [x 2], Carl Anderson,  Bennett Parson & Frost, Keith Sellers Heine, Milton L. Grigg, Ralph C. Flewelling, Randolph Evans, Donald B. Worster, Jerome Bailey Foster, Kenneth W. Dalzell, C. Everett Burbank, Newton W. Sheppard, Walter Bradnee Kirby, Witmer & Watson, John J. Whelan, Malcolm L. Mccune, James Gamble Rogers Ii, A. Lawrence Kocher & Albert Frey, Francis Keally [x 2], Rolin C. Chapin, Lucisu S. Beardsley, Anne Fuller, Robert M. Little, Christian Rosborg, Llewellyn Price, William Wilde, William B. Wiener, Evans Moore & Woodbridge, William M. Pareis [x 2], Rollin C. Chapin, Henry Irven Gaines, Brueggman & Swaim, Calvin Banwell, Gordon B. Kaufmann, George Patton Simonds, Royal Barry Wills, Joseph Th. Joesler, C. W. Fant & L. S. Whitten, Miller & Warnecke, John Gaw Meem, Nevin Morgan & Kolbrook, Elmer B. Milligan, Clement J. Ford, Robert R. Royce, Chester H. Walcott, Emery Kinkead, Moore & Lloyd, William F. Kramer, and Roscoe Cook Tindall.
  • Building Money
  • The Month In Building

The bulk of this issue is the 202 pages with more than 500 illustrations showcasing 101 carefully selected small houses. Profusely illustrated in black and white photographs, floorplans and construction details for pre-World War II houses ranging in price from $982 to $20,000. A desirable title that documents the transition from the 1930s streamline and moderne styles to what-would-become the International Style.

Features a two-page spread on the Sten-Frenke House by Richard Neutra: Anna Sten, the Ukrainian film actress, and her film producer husband Dr. Eugene Frenke, came to Hollywood under the aegis of Samuel Goldwyn. Goldwyn thought he had found his "Russian Garbo," but had failed to reconcile that hope with Sten's inability to speak English in the age of talking pictures. Just after their arrival, the couple hired fellow émigré Richard Neutra to design a house for them in the hills of Santa Monica.

Neutra had, a few years earlier, finished the Lowell Health House, which cemented his reputation as the most important modern architect west of the Mississippi. He was featured in the 1932 International Style exhibition at the Museum of Modern Art in New York, and had surpassed his elder colleague Rudolph Schindler in fame.

The house Neutra built for Sten and Frenke was a simple European style modern house washed a light grey cement color. Sited on a double lot, it occupied only one, and was surrounded by a wall of rough cast "California" blocks. Although the house looks like modern concrete houses in France and Germany, it is remarkable for the amount of continuous glass ribbon it supports on its wooden "balloon frame" construction.

The restriction that the building was to be contained to one of the two sites compressed Neutra's original design and truncated the pergola frame intended to extend the house toward the ocean view. As a result, the pool sat in a less than ideal position and the "promenade" from site to house to site was stilted. The interior was also compromised, Neutra might have said, by the actress's insistence on purple bathroom tile and the exterior by her unimaginative landscaping.

Also featured is the John Preston house in Shreveport, Louisiana— an International Style bungalow by William B. Wiener, with a published cost of $3,638, and cubage, 18,140 at 20 cents per cubic foot. "PLAN: Direct, simple and as wholly convenient for the domestic requirements of two people as a plan could be. It provides for all the daily needs effectually. The built-in features have great practical merit."