Roots

“I sometimes feel that if more fortunate men like me thought as I do, there would be fewer unfortunate people in this world.” – Eichler Homes

Entrance to Market Pricing

Eichler homes were never the “mass-produced” housing for the population. When they first entered the market, they were had a starting price of around $18,000-$25,¹ when at the time the average home price was around $7,000-$8,000.² The high cost of the home was due to the expensive cost of the materials, and building the home. In one recorded conversation, Eichler exclaimed to one of his architects: “I sell these homes for under $10,000 and you can’t design a house for me that I can build for less than $100,000.”³

Reducing Cost

Eichler, however, was motivated to provide mass, affordable housing for the new, optimistic postwar population. He was not interested in providing only high end homes, but rather to build communities for the families of America. He initially worked extremely close with Bob Ashen, one of his initial lead architects, to go over the design to begin to reduce cost.⁴ It took over a hundred major redesigns for the building cost to be brought down enough to be mass produced.⁵ It took 5 years, of which the Eichler architects worked tirelessly to continue to redesign the home to reach the market.⁶Yet, they made this up due to their “assembly line efficiency” in building the homes.⁷

Figure 2.2: Another advertisment for Eichler homes, showing the reduced prices and accessibility to anyone.

Design

'[Eichlers] have a common flavor, but aren't cookie-cutter.' - Peter Schlosser, Architect

Modernist Design & Roots

Modernist houses often contain large glass windows and atriums, filled with open space and natural light. The idea is carry a sense of the outdoors to the inside of the home, such that nature and the home interior are exchangeable. Yet, modernism has always been more than design - it entails social responsibility with the era, evolving with the times.¹⁸ During the Eichler period, it represented the postwar optimism and a better way of life for new families in suburban California.¹⁹ The designs were purposed for a lifestyle that captured an open society with less segregation,²⁰ with floor plans that created a flow from room to room.²¹ It grew major popularity through promotion efforts postwar.²² It grew in popularity rapidly due to its purpose being simple and efficient production.²³

Family Design

Joseph Eichler also pushed for family – he was one of the few architect designers who considered the role of women in the house - the open kitchen engaged the mother with activities and events taking place, while having control of her work.²⁴ Postwar, women struggled to find their equality in society – Eichler’s architecture design helped combat this.²⁵ This was also manifested in where the dining table was built. It had the versatility of being able to be put into the dining room or multipurpose room, engaging women as a hostess as well as a mother.²⁶ The children’s room is always placed near the atrium for independence while growing up, and adjacent to garden to where children can play privately and safely.²⁷ To many, living in a California suburbia was meant to protect children, and their families, from the outside.²⁸

Figure 4.1: An interview with Joseph Eichler in The American Builder, 1957.

Figure 4.2: A promotional letter from Joseph Eichler describing his inspiration for his design.