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    Home Design Heaven

    A new theme park opens in Houston: Step inside MainStreet America, a $20 millionplayground

    Joel Luks
    Jan 15, 2013 | 12:12 pm
    • Main Street America is located on the access road of Interstate 10 just north ofBeltway 8.
      Rendering courtesy of Main Street America
    • Main Street America as a theme park for anyone with a penchant for home design.
      Photo by Manny Ranero
    • It's a $20 million private, quaint neighborhood cul-de-sac, where 12 uninhabitedhomes rouse the imagination for anything related to houses, building and décor.
      Photo by Manny Ranero
    • Consumers can purchase anything between a completely furnished, newly builtresidence — even get a loan and title insurance — to a simple home accessory.
      Photo by Manny Ranero
    • What makes the flow of information possible is TED, an acronym for TechnologyEducation Device, a specialized app that stores details about every item in thetheme park.
      Photo by Manny Ranero
    • Digitally, TED also captures essential information that can serve as a vehiclefor market research.
      Photo by Manny Ranero
    • Grand opening festivities are set for the first week on February.
      Photo by Manny Ranero
    • Among the hundreds of brands represented are Kent Moore Cabinets, Kohler,General Electric, Electrolux, Bosch, Moen, Price Pfister, PPG Paint, Daltile,Rheem, Kwikset, Schlage, Cultured Stone, Owens Corning, Black & Decker,California Closets and Toto.
      Photo by Manny Ranero
    • The vision didn't emerge overnight. Company owners Michael and Barbara Feiginhave been developing the concept for 10 years.
      Photo by Manny Ranero
    • For the residential construction industry, Main Street America is a gamechanger.
      Photo by Manny Ranero
    • Design Tech has set the bar high, and not many competitors will be able toinfiltrate their stronghold on their strategic market position.
      Photo by Manny Ranero
    • In the plans are to launch an in-house radio station, a cooking school, themedevents and days where proceeds from admission fees are donated in support oflocal charities.
      Photo by Manny Ranero

    A new theme park has opened its doors in Houston.

    This happiest-place-on-earth boasts plenty of eye candy, but it doesn't have wild thrill rides, carnival games or darling merry-go-rounds. Rather, it plays off one of the city's economic strengths: Real estate.

    While the better part of the United States was crumbling under the goo of a burst real estate bubble, Houstonians were relatively content with the state of affairs in their hometown. Not unaffected, but much better off than California, Nevada and, of course, Florida. Builders and financial services companies rose and fell, though a select few, including Design Tech Homes, navigated the shaky landscape while laying a strong foundation that would ensure it arrived on the other side — with flying colors.

    Step right up to MainStreet America, located on the access road of Interstate 45 just north of Beltway 8, where adult admission is $10 any day of the week.

    Think of MainStreet America as a theme park for anyone with a penchant for home design.

    It's a $20 million private, quaint neighborhood cul-de-sac, a bit like a hodgepodge version of Wisteria Lane without the deranged wives and hunky husbands, where 12 uninhabited homes rouse the imagination for anything related to houses, building and decor. Charming abodes from 1,800 square foot to 6,000 in varying styles, including Old World Mediterranean, French Hill Country, Spanish Courtyard, Craftsman Style, Coastal Plain, Greek Revival, Texas Hill Country and Contemporary Townhome — anything you would find from coast to coast, in newer master planned communities, charming historic quarters, beachfront resort properties and hip gentrified zones — are all staged beautifully.

    "We are hoping to become an economic catalyst. MainStreet America wants to become a one-stop-shop for anyone hoping to take on any sort of project involving their home."

    The 14-acre facility is not what you would expect from its welcome center, a stucco, tile-roofed Tuscan sales headquarters where the brains behind Design Tech put in long hours, where a gourmet restaurant, children's play area, conference rooms and an all-inclusive, 10,000 square-foot design studio can turn a leisure afternoon into a shopping spree — as cheap or as expensive as your wallet can handle.

    Beyond the lobby is an overwhelming number of options.

    Building a foundation for future success

    For the residential construction industry, MainStreet America is a game changer. Design Tech has set the bar high, and not many competitors will be able to infiltrate their stronghold on their strategic market position.

    "We are hoping to become an economic catalyst," James Babineaux, VP of marketing, says. "MainStreet America wants to become a one-stop-shop for anyone hoping to take on any sort of project involving their home."

    The vision didn't emerge overnight. Company owners Michael and Barbara Feigin have been developing the concept for 10 years.

    Projects like Newland Communities' Seven Meadows in Katy and Telfair in Sugar Land had previously experimented with allocating all showcase models in one central area to facilitate casual passersby to amble from home to home. But whereas this type of arrangement was limited to new home sales exclusively, MainStreet America is able to offer those who aren't just looking for a new home something they can buy — right here, right now.

    Consider this: Do you like the paint color, the metallic faux technique on the ceiling or the graphic wallpaper accent in the bedroom? The details are available and so are the prices. In fact, you can make the purchase on site. If that couch, occasional table or rug is what you are looking for, swipe that credit card and have them delivered. Floral arrangements? Yes, those are for sale as well. Mirrors? Check. Artwork? In stock. Window treatments? You bet.

    Compare St. Augustine sod against Palisades Zoysia and Bermuda. No longer do you have to visualize how different blends of brick and stones look with different mortar colors. They are installed in a display panel. That's in addition to composition shingles, clay roof tile, slate, stone, floor tile, countertops, appliances, plumbing and lighting fixtures, carpet, hardwoods, cabinetry, backsplash and whole-house technology wiring and plumbing solutions, viewable from behind a plexiglass panel that reveals the infrastructure of the frame.

    MainStreet America trademarked the phrase, "Just like this."

    In essence, consumers can purchase anything between a completely furnished, newly built residence — even get a loan and title insurance — to a simple home accessory. Or they can get ideas for redecorating a single room or undertake a renovation project.

    "Homes won't be static in design," Babineaux adds. "On a rotational basis, we will update everything from decor, cabinets, appliances, flooring, countertops and fixtures to stay on top of consumer trends."

    Among the hundreds of brands represented are Kent Moore Cabinets, Kohler, General Electric, Electrolux, Bosch, Moen, Price Pfister, PPG Paint, Daltile, Rheem, Kwikset, Schlage, Cultured Stone, Owens Corning, Black & Decker, California Closets and Toto.

    Consumer behavior

    While it's true that consumers often demand design that's unique, one-of-a-kind and custom-tailored to their discerning tastes, one of the biggest objections to home shoppers pulling the trigger on such buying decisions is that they can't see, feel or touch how this tile comes together with these countertops and with those antique cabinets. The issue isn't about creating something that's never been done before, it's about feeling secure that their choices align with their personal values.

    When shoppers encounter it, they want it just like they see it. MainStreet America tuned into this cognitive trait and trademarked the phrase, "Just like this."

    What makes the flow of information possible is TED, an acronym for Technology Education Device, a specialized app that stores details about every item in the theme park. Much like creating a wedding registry of must haves, a visitor simply scans tags to an online add-to-my-project wish list. The system populates an email with credentials so the client can access their virtual shopping cart securely.

    Digitally, TED also captures essential information that can serve as a vehicle for market research.

    Yet for MainStreet America's guests, it's all fun and games with a scanning gadget.

    There are plans to launch an in-house radio station, a cooking school, themed events and days where proceeds from admission fees are donated to local charities. Grand opening festivities are set for the first week on February.

    ___

    MainStreet America is located at 18750 Interstate 45 N. It's open Monday through Saturday, 10 a.m. to 7 p.m., and Sunday, noon to 6 p.m. Admission is $10 for adults, $5 for children ages 5-17 and free for children 4 years old and younger. Prices will increase in February. Visit mainstreetmaerica.com or call 281-825-4429 for more information.

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    honoring the past

    Houston museum's new project preserves historic Freedmen's Town bricks

    Emily Cotton
    Jun 19, 2026 | 12:00 pm
    Freedmen's Town Rebirth in Action pavilion rendering
    Rendering courtesy of Studio Zewde
    Rebirth in Action is set to open in 2027.

    As Houstonians come together to celebrate Juneteenth, it’s jarring to think that this day of celebration has only been a federally-recognized holiday since 2021. After all, it was in 1865 that U.S Major General Gordon Granger arrived in Galveston on June 19 to enforce the Emancipation Proclamation of 1863. After this event many formerly enslaved Black Americans made their way to Houston, establishing what is now Houston’s very first Heritage District, known as Freedmen’s Town.

    Now, the robust Houston Freedmen’s Town Conservancy, in partnership with the Contemporary Arts Museum Houston, and Mount Horeb Church, are working with the City of Houston on a long overdue project, Rebirth in Action, to honor this historic site. Designed by artist Theaster Gates in partnership with landscape architect Sara Zewde, the monumental pavilion will temporarily house more than 20,000 historic bricks previously removed and preserved from Houston’s Freedmen’s Town. Houston Mayor John Whitmire attended the groundbreaking, which took place last month.

    While many people recognize Galveston as the site of the first Juneteenth celebrations, both of those took place on January 1, to honor the Emancipation Proclamation. However, recent research by Mary Gibbs Jones Professor of Humanities at Rice University W. Caleb McDaniel, has uncovered that the first official Juneteenth celebration was led by two ministers, Sandy Parker and Elias Dibble, right in Freedmen’s Town in 1866. McDaniel’s fascinating article will appear in the next issue of the Journal of Texas History.

    Freedmen’s Town, established in 1865 by over 1,000 newly-free Black Houstonians following Juneteenth, has significantly dwindled in recent years due to systematic reductions in resources, despite its initial 500+ historic structures, including churches, schools, and cultural institutions. Rebirth in Action aims to preserve and promote the neighborhood as a monument of Black community, agency, and heritage.

    “The work of the Contemporary Arts Museum Houston is to utilize our museum as a platform for resources sharing; a platform for unearthing new conversations around gems in our city that are also right down the street,” explains Ryan Dennis, co-director and chief curator for the Contemporary Arts Museum Houston. “Artists have different practices and artists like Theaster [Gates] can really help understand preservation conditions and needs of community, revitalization, and bringing resources together to better serve a neighborhood and realize optimal benefits, particularly antiquities like the bricks in Freedman’s Town that have been taken out of the neighborhood, displaced in other areas of Houston, and not in the home where they were originally created, paid for, and laid down in (by formerly enslaved individuals), which is Freedmen’s Town.”

    The first phase of Rebirth in Action involved artistic activations (including Gates’ exhibition The Gift and The Renege in 2024), artist residencies, community and stakeholder meetings, and the identification, cataloging, and preservation of over 20,000 historic bricks. The pavilion will encourage public viewing of these historic bricks and serve as a hub for engagement with the history, cultural significance, and future of Freedmen’s Town. Additionally, Hines Architecture + Design will rehabilitate three row houses into an adjoining community center.

    “I think the whole project is one that’s quite interesting, useful, and productive. I think it’s important for us to think about how we can use our resources to accomplish the things that build collective wellness — right? Wellness in the space of really preserving our communities that have been disinvested in, elevating the real gems of our city,” says Dennis. “We can do that through collaborations and partnerships; we are much stronger when we can do that with others, versus by ourselves, and I think this project really speaks to that ethos.”

    Phase Two has been made possible by Mount Horeb Church’s continued stewardship of both land and existing historic structures in Freedmen’s Town. The project will include an arts pavilion and community green space designed by Sara Zewde, with an installation by renowned artist Theaster Gates, plus three historic structures redesigned and restored by Daimian Hines Architecture + Design for adaptive reuse as a food pantry and community garden, after-school programming, and senior services for Mount Horeb Church, who will guide programming and operations.

    The art installation will display the original Freedmen’s Town bricks that once lined the streets, giving visitors a chance to experience their significance firsthand. Working with the City of Houston and the North Houston Highway Improvement Program that will reconnect Freedmen’s Town to downtown, Phase Three will see these bricks returned to the streets in a pedestrian promenade capacity. Subsequently, the pavilion will showcase rotating artist activations.

    “The Brick Pavilion for Freedmen’s Town is a project that is deeply resonant for me,” shares Gates. “In part, because there are several opportunities to cultivate community and institutional trust, to create an additional neighborhood heart, and to invest in more beauty for this hugely important district of Houston.”

    Landscape architect Sara Zewde's pavilion, gardens, and landscape design will help centralize all facets of Rebirth in Action, creating a community hub: “Studio Zewde's collaboration with Theaster Gates began with a shared belief that the future of Freedmen's Town must be rooted in the wisdom of the community that built it,” she writes in an email. “The pavilion and landscape draw inspiration from the neighborhood's tradition of shared backyards that connected the community across property lines. The project builds on this inheritance by forming a shared landscape at the center of the sacred bricks and their pavilion, the restored row houses, the Freedmen's Town Conservancy Visitor Center, and Mount Horeb Baptist Church.”

    Architect Daimian Hines credits Reverend Dr. Smith of Mount Horeb Church for the continued stewardship of the land and notes that Dr. Smith oftentimes remarks that the holding of the land has been a form of resistance, the act of holding the land keeping outsiders from contributing to the erasure of Freedmen’s Town and its history.

    “The fact that these three houses, and more in the community, that these post-emancipation structures still exist, it wasn’t for a lack of community pressure. It was a combination of efforts by folks like Dr. Smith, who were resisting [gentrification] through ownership,” explains Hines.

    “Some of the ownership of some of these properties are so complex, it was difficult for potential buyers [developers] to actually get ownership of some of these structures—I consider that sheer luck.”

    Hines worked closely with the Houston Archeological and Historic Commission to propose rehabilitating, modifying, and even relocating the row houses a mere 15 feet. The gabled, cottage-style row houses date back to the late 19th century. These post-emancipation row houses were built by formerly-enslaved, new residents of Houston.

    “We wanted to think through: ‘what was the original story, how did the front of the houses and the back of these structures — what role did they play in day-to-day life?’ We were able to make some strategic moves to bring that to the forefront again,” Hines says. “The Rebirth in Action project and the houses are part of a broader preservation goal within the community to not just preserve, but to reuse either for housing, or — in this case — adaptive reuse as a community space.”

    Hines notes that one of the row houses is of double-door configuration. This typology signifies that it was most likely a boarding house in its prime, a time when Black Americans weren’t welcome in downtown hotels. The two front doors let travelers know that they were welcome to rent a safe place to stay. Together, the three row houses will offer approximately 3,200-3,600 square feet of space, plus a large back porch that will face the pavilion.

    As resources were often few and far between in post-emancipation Freedmen’s Town, the cladding on row houses was patchwork in appearance, as purchasing gaps meant that continuing on with the same materials was unlikely. Regardless, these homes were remarkably well constructed, with solid wood, wooden dowels, and shiplap interior walls. These construction methods, along with allowances for airflow, contributed significantly to their preservation.

    “The one thing about these structures is, that as robust as they are, they have taken a beating,” says Hines. “The actual wood, the detailing, a lot of that has been lost, but these structures tell a story. This is a project I knew I wanted to be personally involved in, and my firm. [The structures] will be able to continue telling a story and play an active role in that community, and that’s why I’m excited.”

    Freedmen's Town Rebirth in Action pavilion rendering

    Rendering courtesy of Studio Zewde

    Rebirth in Action is set to open in 2027.

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