Modernism was a movement. It encompassed art, architecture, culture, music. It substantially changed the world specifically the built environment.

There is a subset of modernism that should be of interest to Fresnans. That is mid-century modernism.

Interest in Fresno’s mid-century modern architecture has been growing slowly for a few years. On individual that has been an imputous for this is realtor, Eldon Daetweiler. When he moved to Fresno, he realized our mid-century modern building stock rivaled southern California and Palm Springs but did not have the same levels of community appreciation and tourism. He hoped to change that by focusing on the niche with www.fresnomodern.com

In 2008 the City of Fresno commissioned the Mid-Century Modernism Historic Context that was prepared by Lauren MacDonald, PRA, Inc. The overview includes information and interviews with leading architects and designers who worked in Fresno from 1940-1970. (Download PDF, 6.5mb)

I think National Architecture Week of 2010 was a tipping point for Fresno’s growing interest in mid-century modern. We hosted two events with a distinct mid-century focus. The first was a showing of Visual Acoustic: The Modernism of Julius Shulman. The second was a walking tour of downtown Fresno mid-century modern architecture. I’m calling this the tipping point because for the first time the leaders of what is becoming a mid-century modern movement in Fresno were in the same place at the same time.

At that same time the Fulton Mall was being reviewed by the California State Historic Resources Commission. The Fulton Mall is perhaps the most iconic yet controversial pieces of mid-century modern design in Fresno. This groups formation in many ways catalyzed by strong opinions against the Mall’s nomination including Mayor Ashley Swearengin’s strong opinion letter to the State Historic Preservation Office regarding the Fulton Mall’s nomination for Historic Designation (PDF). Swearengin wrote “Beyond the procedural defects, the nomination itself is a fundamentally flawed attempt to preserve what amounts to a failed urban renewal experiment that has bankrupted every effort to revitalize Downtown Fresno for decades.”

Building from this common interest in mid-century modern and the conflict of the Fulton Mall a modern movement began. There was a push by 8 individuals including myself to educate, protect and preserve Fresno’s mid-century modern architecture and landscape. This manifested as two Facebook groups “Save the Fulton Mall!!!” and “Mid-Century Modern Fresno” As of now the two groups have 1,059 and 433 fan respectively and are growing every day.

It is exciting to be a part of this movement. I feel it really has the potential impacting the shape Fresno’s built environment. This movement goes from virtual to physical this Saturday. We will be gathering for the Grand Party on the Fulton Mall. There will be some great acoustic music, great people and the shops, restaurants, and merchants of Mall will be at your service. See the flyer below and join the modern movement.