Is it in? Out? I’m thinking a little of both. When Target introduced their Project 62 line, I knew the cat was out of the bag (more like the shag was out of the bag!). At least with this line, dedicated to all aesthetics midcentury, it’s a good looking bag. Target is selling shag rugs in pink, wooden furniture to your heart’s delight and the chairs are more rectangular, all adorned with rounded wooden feet.
All things midcentury modern are hot and now the style seems a part of the common vernacular. It’s a little dizzying for me! Remember all that stuff your aunt had that you hoped she would never give you? Brown dinnerware, copper lights and the olive green walls? If only we had known, we could be rich right now!
Brands like Heath Cermanics and DWR have long-known that midcentury is très in but with Target joining in on the aesthetic, the look becomes accessible to a whole new demographic. Besides, is it Heath ceramics or it Target? Only your wallet will know!
I love the idea of making this kind of design accessible to anyone. It’s fascinating to witness in what forms the past gets picked up. What appeals to the popular culture? What becomes the symbol for that era? Is it copper? Spindly light fixtures? Dark wood furniture or just the good old shag rug?
When I visited Los Angeles earlier this year, I wrote a blog post about the unfussy, democratic nature of mid-century modern architecture. There’s something appealing about the strident lines and simple silhouettes.
But we can’t spend too much time looking backwards! The Project 62 line is about revisiting the past but not reinventing it. It can all end up being a little boring, frankly. My favorite pieces end up being the one that take on a mid-century shape but add in some modern colors (peacock blue) or fabrics.
I just hope that Target realizes there are things from the past we shouldn’t ever revisit (like post-modernist furniture or shoulder pads).