Programmatic
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You may have seen programmatics and not known what they were; you may have seen them and been curious. Buildings that resemble not-buildings or cartoon buildings. Giant tamales housing hair salons, cruise ships containing Korean cafes, huge binoculars, that giant beer barrel in the Valley … Alternatively referred to as “California Crazy,” “mimetic,” “novelty,” and “roadside vernacular,” the phenomenon of these wild structures is not a California exclusive, but we certainly did it most frequently and exuberantly.
The peak of popularity for programmatic architecture was between the late 1920s and mid-1930s, a time when Los Angeles had lots of cheap open space, and cars were coming to power as the dominant mode of transportation. These buildings, often designed to resemble the item they traded in (but not always), were meant to be seen and read from the road at a distance, from a car...They were advertising stunts as much as anything, but they were designed to be fun, and they’re a link to the past that even the youngest viewer, or person least interested in history, might appreciate.
Super8 Filmmaker & Producer : Milana Burdette
Executive Producer : Farida Amar
Stylist : Andru Perez
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