Housing Giants - March 1, 2009 - (Page 10) FEATURE “I have a career because my dad came into the kitchen and asked me what I was doing. Had it not happened, I don’t know if I’d have found architecture.” — David Kosco production builders that produced huge market successes. Consumer research is a central element of this story. Usually, clients bring market studies to their architects. But in the big recession of the early 1990s, Bassenian/Lagoni did its own studies. “As we pulled out of the recession, we did focus group research to try to find an unmet need or desire in the market that would trigger more home sales,” Kosco recalls. “Back in those days, everything built in Southern California was Mediterranean architecture, but it was all really nondescript blends of pastel stucco and tile.” The research showed that consumers at that time wanted identifiable architecture that actually referenced historical homes and neighborhoods. So Bassenian/Lagoni started studying the prominent communities of early California and historic homes in the countries of the Mediterranean. In Italy, they found different architectural styles in the cities, rural countryside and the coastal villages. To View Floor Plans “When we put image boards in front of our clients,” Kosco says, “what resonated with them were the rural traditional elevations from Tuscany. When we were able to incorporate that Tuscan style of stucco and stone into productionbuilt homes, it caught on and spread across the country.” Influences Dave Kosco lists LeCorbusier, Frank Lloyd Wright and Richard Meier on his life and his design work. He also draws parallels between architecture and music. “One sour note is glaring,” he says. “Rhythm and composition must come together.” On cooking: A recipe is like designing a house: “It just takes a lot less time to execute.” Other housing designers’ work that influenced his career: n Fairhaven by Eichler Homes, designed by Anshen & Allen Architects in 1950. n Seadrift at Bear Brand by AM Homes, designed by Carl Lagoni in 1988. n Mayfield and Castaways by Taylor Woodrow Homes, designed by Mark Sheurer Architects in 1993. n Mahogany by Taylor Woodrow Homes, designed by Robert Hidey Architects in 1993. A SAmple Of KOScO’S wOrK 10 Kosco collaborated with Tom Martin, Lennar Communities’ vice president of strategic marketing, at Lennar’s Coto de Caza country club community on these classic Kosco products. Photos 1 and 2 are Southern Hills, which opened in 1998. A living room interior (photo 3) from Chatham follows. Photos 4 and 5 show Villas at The Bridges, one of Kosco’s early Tuscan designs. Finally, photos 6, 7 and 8 are from the much celebrated Cortile Collection at The Brides, the epitome of the Tuscan trend. 03.01.09 HOUSING GIANTS www.HousingGiants.com http://www.eichlerhomes.com/new/index.html http://www.anshen.com/ http://www.scheurerarchitects.com/projects/residential/detached/mayfield/mayfield.htm http://www.yournewporthome.com/Castaways/page_2169769.html http://www.taylormorrison.com/ http://www.taylormorrison.com/ http://www.scheurerarchitects.com/ http://www.roberthidey.com/ http://www.HousingGiants.com
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