John Entenza

John Entenza (1903 – 1984), born in Calumet, Michigan, was one of the pivotal figures in the growth of modernism in California. During his editorship, the magazine Arts & Architecture championed all that was new in the arts, with special emphasis on emerging modernist architecture in Southern California. Entenza's most lasting contribution was his sponsorship of the Case Study Houses project, which featured the works of architects such as Raphael Soriano, Charles Eames, Craig Ellwood, Pierre Koenig, Richard Neutra, Eero Saarinen and William Wurster. Arts & Architecture also ran articles and interviews on artists and designers such as Jackson Pollock, Robert Motherwell, George Nakashima, George Nelson and many other ground-breakers.

John was educated in esthetics at University of Virginia. Esther McCoy in her introduction to the second edition of Case Study Houses 1945-1962, wrote “Although he had not studied architecture he became intensely aware of it when young; he acquired a broad knowledge especially of the modern movement.” Under his editorship, California Arts and Architecture changed from a review of “nostalgic historism” presenting eclectic houses for the rich and the famous to an avant-garde magazine publishing low cost houses rich with social concern. Entenza had an extraordinary eye for creativity, which was itself creative.

Please read John Entenza's announcement about the case study house program as published in the January 1945 edition of Arts and Architecture magazine HERE.

Sources:
Wikipedia, Arts and Architecture magazine

The case study house program.

In the January 1945 edition of Arts and Architecture, John Entenza announced the case study house program. By doing so, he created a residential program so renowned architects of the day, could experiment and built houses that were innovative, efficient and inexpensive to built. The houses were conceived with low cost in mind, but inflation grew and prices for construction material soared. Even the used of standard elements use in construction didn’t help reduce costs. Most were built with an open plan in mind. Even though many firm of architects were commission by Arts and Architecture magazine, most, but not all, were designed with the same key elements such as: one story construction, flat roof, steel frame, use of plywood, acres of plate glass, indoor court, pools and more.
One of the obligations for the architect was to use new material, new design and construction technique, explore new way to build an inexpensive house for the average Joe. The program started in 1945 and ended in 1966. A decade that produced the most iconic and innovative houses ever built.
Read more here.

Sources: Wikipedia. Case Study Houses 1945-1962, by Esther McCoy, Hennesey & Ingalls editiors. Arts and Architecture magazine.