Eavesdrop> It’s Very European! Houston developers invoke the Old World to help sell real estate

Architecture Eavesdroplet Southwest
Before and after of the Alessandra Hotel design. (Courtesy Gensler)

Before and after of the Alessandra Hotel design. (Courtesy Gensler)

Eavesdrop is scratching its head. First, in January, Gensler released new renderings for the Hotel Alessandra in downtown Houston. Where before the firm had proposed a sleek modern glass tower for the site with strong, swooping vertical lines that accentuated the building’s height, the new iteration shows a collection of rectilinear facade treatments of varying levels of transparency arranged to express a podium, tower, and crown with cornice. Jonathan Brinsden, CEO of the project’s developer, Midway, described the new look as a “modern interpretation of European style.”

Then in February we learned from Nancy Sarnoff of the Houston Chronicle that real estate company Hines is in the middle of constructing “a dense European village” (a.k.a. gated community) in the northwest 610 Loop full of townhouses in “Regency and Normandy” styles. The development also features a canal, so residents can pretend they live in Amsterdam, perhaps.

The Woodlands. (Courtesy Woodlands Development)

The Woodlands. (Courtesy Woodlands Development)

A day later, news emerged that The Woodlands Development Co., a subsidiary of The Howard Hughes Corp., is building “luxury high-rise residences with a European sensibility” designed by Atlanta architecture firm The Preston Group. By the look of the rendering, however, the project’s sensibility seems to be closer to that of The Westin hotel that is rising next door.

Eavesdrop is unsure what the marketing benefits might be of touting Europeanism in real estate development projects of this kind, nor if there is a hell waiting for those who would seek to undermine and cheapen 2,000 years of Western Civilization so that they can chisel a few extra bucks out of their customers, but we are damn sure not going to be duped into aping this meaningless drivel!

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