Palm Springs’ great houses for Kaufman, Frey, Sinatra, Elrod, and others are all handsome expressions of the Modern Era. But as custom designs limited to one site and one incarnation, they lack one significant characteristic of Modernism; repeat-ability.
Embedded in Modernism is the ideal of mass production. The repeatable object, each equal in quality, form and use, is the essence of the twentieth century in contrast with handcrafted artifacts of previous centuries. The impact of the democratization of goods, services, and architecture – from cars to movies to billboards to McDonalds – was tremendous. It is the point where the machine and mass production bring Modernism to the mass audience; it happened in Palm Springs when father and son George and Robert Alexander brought architects Dan Palmer and William Krisel from Los Angeles to the Coachella Valley to design the first extensive tract subdivision in Palm Springs. Strikingly Modern with exposed concrete block, butterfly roofs and open plans. Palmer and Krisel’s designs proved pure Modernism would sell in the marketplace. Continue reading “George and Robert Alexander – Builders of Modernism in Palm Springs”
