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Design for the Masses

Meghan Haynes, Associate Editor
June 1, 2003
Professional Remodeler

This Michael Graves pavilion, the Heathcote, comes in cedar, lattice or "rusticated" siding, and choice of color within the Graves palette. It also has the option of adding insulation for a four-season room.
Every homeowner deserves a nice design, no matter how small the project. But for clients who can't afford a unique design, that might mean choosing from among a set number of plans with a set number of options. It's relatively easy to do with decks, gazebos or sun rooms, but now Target and architect Michael Graves are applying this concept to additions.

In April, Michael Graves and Associates introduced Michael Graves Pavilions — customizable single-room additions — available for purchase at Target stores and via www.target.com. Customers can choose from three models, request that they be attached or unattached to the home, and make other selections.

Remodelers and contractors can become pavilion dealers for Lindal Cedar Homes (www.lindalcedarhomes.com), a sun room and log home manufacturer and dealer that has added the pavilions to its lineup.

The bigger lesson lies in learning to value-engineer design and commodify it — production remodeling, if you will.

"These kits are about bringing a level of design to many homeowners who normally couldn't afford Michael Graves," says Jeff Cuden, vice president of marketing for Lindal Cedar Homes, which is manufacturing and installing the pavilions. "Craft and service are important, but design has a certain cachet that goes beyond the value of square footage and helps the resale value in innumerable ways."

© 2008, Reed Business Information, a division of Reed Elsevier Inc. All Rights Reserved.

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