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Leisurama Now: The Beach House for Everyone 1964-
 
 
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Leisurama Now: The Beach House for Everyone 1964- [Hardcover]

Paul Sahre (Author)
5.0 out of 5 stars  See all reviews (5 customer reviews)

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Book Description

March 20, 2008
"It was the ultimate turnkey operationdown to the color-coordinated toothbrushes in the bathroom. All you needed were your clothes and a six-pack" Frank Tauma, Montauk real estate broker

Who doesn't dream of owning a second home at the beach? Well, in the early 1960s, it was a snap even for the working class. For as little as $590 down and $73 a month, you could walk into Macy's and leave with a fully furnished house. All you needed to move in was a key and some groceries. Each house came complete with furniture, appliances, a45-piece Melmac dinner service, plastic glasses, and fifty pieces of stainless-steel flatware, plus towels, napkins, placemats, beds, pillows and sheets, even toothbrushes. The homes also promised low maintenance with redwood siding and interior paneling that never needed painting and had lifetime guarantees. In Leisurama, author Paul Sahre uncovers the mystery of this legendary slice of architectural Americana and lovingly documents its forty-year history with a treasure trove of text, photographs, historical documentation, and oral histories.

Two hundred and fifty Leisurama houses were built at Culloden Shores in Montauk, Long Island. Most of thehomes have since been converted to year-round occupancy, and with very few exceptions, all have been enlarged andredecorated, while the once barren shore is now forested. In a sweet paradox, these once very affordable homes thatwere looked down upon by more well-to-do neighbors are now desirable and expensive, even "collectable." Their richlegacy lives on in the affordable pages of Leisurama.


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Editorial Reviews

Review

Fantasy beach cottages are nothing new, but mass-marketing them was novel back in the 1960s, when you could obtain a prefabricated house complete with furniture, linens and melamine dishes for $600 down and $75 a month. Leisurama Now: The Beach House for Everyone by Paul Sahre serves as a visual archive of the experiment in mail-order houses that became a reality for scores of families--and many of these midcentury gems are still standing in Montauk in Long Island. -- Metropolitan Home, August 1, 2008

With all this talk about lifestyle, you would think our generation invented it. Leisurama Now: The Beach House for Everyone, by NYC graphic design who's-who Paul Sahre, reminds us that our version is a pale imitation of the post-World War II originals...Not only does Sahre's assiduous homage gather more fuels to fight tear-down culture, it also makes us rethink colored Formica. -- ELLE, May 2008

Review

In 2001, when graphic designer Paul Sahre rented a summer home in Montauk, his retreat turned out to be a relic: it was one of only 200 or so cookie-cutter beach houses built in the mid-1960s as part of the Leisurama housing project. Sold by Macy's, Leisurama homes were both affordable and all-inclusive; their boxy, simply designed interiors came fully furnished and accessorized -- all buyers needed were 'groceries and a key.' The houses were immensely popular but ultimately unprofitable, and thus sadly short-lived. Sahre's fascinating study of Leisurama's brand identity, marketing effort, and mid-century modern design presents a passionately visual and contextually dense study. All told, it's a revelatory history of how prefab became fabulous.

Product Details

  • Hardcover: 256 pages
  • Publisher: Princeton Architectural Press; 1 edition (March 20, 2008)
  • Language: English
  • ISBN-10: 1568987099
  • ISBN-13: 978-1568987095
  • Product Dimensions: 10.2 x 7.6 x 1.1 inches
  • Shipping Weight: 2.4 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #1,126,164 in Books (See Top 100 in Books)

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3 of 3 people found the following review helpful:
5.0 out of 5 stars Shiny Americana, June 8, 2008
By 
Consumer "J Lew" (Brooklyn, NY, USA) - See all my reviews
This review is from: Leisurama Now: The Beach House for Everyone 1964- (Hardcover)
This book can be appreciated for both its design aesthetics and its telling of Montauk history. Leisurama tells how people lived and continue to live in their environments, which are these pre-packaged homes. The fun part is the book's layout which jumps timelines and stories, comparing what was then and how it has transformed now. We need more than old radios or televisions or wood paneling to express the 60's and the generation of idealism. Which makes Leisurama a fun and strange book. There are too many things in this world that we will never know of because we lose interest and move on. Here we have an opportunity to obsess over the author's obsession and be part of a history that is still very much alive.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars Cool Beach Book, June 30, 2008
By 
Bruce V. Backlund (Sag Harbor, NY United States) - See all my reviews
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This review is from: Leisurama Now: The Beach House for Everyone 1964- (Hardcover)
I lived on eastern Long Island 50 years and never heard of Leisurama Homes till I saw a PBS tv special two years ago. I took a ride to Montauk and found this development very interesting. The book is nicely done with tons of color photos and alot of history which i like along with then and now photos. You can tell the author did the utmost in research for this book. Highly recommended.
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5.0 out of 5 stars Like Chocolate, November 21, 2008
This review is from: Leisurama Now: The Beach House for Everyone 1964- (Hardcover)
Can you imagine walking into Macy's in 1964 and buying a beach house? Already furnished and ready to go... what a concept! Before a friend brought this book to my attention I didn't know anything about the Leisurama project. After reading it I've got to say that for anyone interested in the history of architecture/planning and intrepid marketing ideas in the 20th century, this is a Must-Read/Must-Have book. It explores a nearly forgotten, yet ambitious, experimental enterprise in the 60s; sensitively explored by a true appreciator of the genius, the talent, and the flaws of the men who built it. Then it unfolds the the part you really want to know: what has become of the place in the 45 years since. (and whether the project succeeded or not is left up to you.)
This book is the perfect combination of well-researched, well-written history, clean, pleasing design and photography, and clever presentation. I wish all books were this satisfying. Like savoring a box of fine Belgian chocolates, it's just a real treat.
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Inside This Book (learn more)
First Sentence:
The housing development called Leisurama contributed one of the most intriguing chapters in the history of our country's love affair with modernity, vacations, and living easy. Read the first page
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Long Island, Culloden Shores, Raymond Loewy, Expanded Convertible, Macy's Herald Square, All-State Properties, Andrew Geller, Kitchen Debate, General Electric, Montauk Circle, Herbert Sadkin, New York, Camp Hero
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Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
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