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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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    Soul Searching

    New York design veteran goes hunting for vintage finds at Round Top

    Emily Cotton
    Mar 18, 2026 | 12:15 pm
    Alfredo Paredes
    Courtesy of Alfredo Paredes
    Designer Alfredo Paredes shopped Round Top for his new store in Hudson, NY.

    The Round Top Spring Antiques & Design Show is officially in full-swing. In recent years, the diversity of vendors has grown from mom-and-pop shops selling classic Texas items to international purveyors of imported European wares with provenance spanning multiple centuries. Whether a shopper partakes of the festival as a mere spectator, or is genuinely seeking an “I’ll know it when I see it” opportunity, the question always remains: what’s worth buying?

    One person who can answer that question is Alfredo Paredes. Known locally as the interior designer for Houston restaurant Latuli, Paredes served as creative director for Ralph Lauren for three decades, designing all stores, restaurants, and Ralph Lauren Home collections.

    Recently, Paredes traveled to Round Top in search of antique and vintage finds for his private clients as well as his forthcoming store in Hudson, New York. CultureMap tagged along for an afternoon of learning a thing or two about shopping vintage like Ralph Lauren’s right hand man.

    While the jovial Paredes readily acknowledges that he loves items from every corner of the globe, the design guru was particularly drawn to Brutalist wooden consoles, wicker, and organic woven pieces. This is only the second trip to Round Top for Paredes, and certainly not the last.

    “What I’ve started to notice in the last 10 years is — I used to go to Europe a lot, London and the Paris flea market — now a lot of it is here. People are coming now because it’s a more varied experience. It’s not all western, or all cowboy, or all whatever. It’s all eclectic and you never know what you’re going to find, and that’s why it’s more interesting now I think. It’s just interesting that it’s all here — you just have to know where to look.”

    At Market Hill, Paredes found things he couldn’t pass up for his store and for his clients. Bulky wooden pieces, low-slung leather chairs, and paintings showcasing deep umbers and blues seemed to be a draw. Saltillo tile-topped tables received high praise, as did bisque-fired ceramic works and artistic wooden carvings.

    “My eye goes to things that appeal to me. Not necessarily to a client, but just things I’m liking right now,” explains Paredes. “It’s hard to articulate what I’m loving, but I’m drawn to this sort of masculine, French, midcentury country house, but not Parisian [aesthetic]. You know — rugged stuff. I’ve always liked that, but I’m really attracted to it now. It just appeals to me. I like soulful things. I like woods that have patina, woods that have a story. I don’t like things too polished.”

    There is something endearing about witnessing Paredes in action, in his element. When he sees something he likes — say a chair, or a sofa — he makes a beeline for it and plops the seat of his Ralph Lauren vintage label blue-jeans right on it. Next, the hands get going, patting and rubbing the materials. Is it soft, is it sturdy, what are the tactile qualities, is it comfortable; an invisible sea of datapoints striking and firing in a single shot. How to know if it passed his tests? He wants the price.

    The afternoon is spent weaving through the well-organized mess of vendors getting ready for the spring show before it officially opens the next day. Boxes are being broken down and carried off, and telltale terrycloth squares peek out of back pockets — it’s nearly showtime. Paredes is recognized and greeted by vintage vendors he’s known since his days at Ralph Lauren. The genuine warmth of their greetings confirms a suspicion that’s been lingering since lunchtime — he’s the real deal.

    Favorites from the day come from Architectural Anarchy, Alma Gallery, and Amelia Tarbet Studios. Earlier in the day, Kansas City-based vendor Prize was also a great source for the style Paredes is currently curating.

    “I like this sort of — let’s call it ‘Old Hollywood Mogul.’ Something you’d see in Robert Redford’s house or an old movie star’s house; something of a period. I like that. I lean into old movies,” he explains

    Paredes shops with an air of confidence reserved for those who have long since forgotten to second guess themselves, but he remains all too aware that shopping vintage can intimidate the types of people who find solace in the arms of a robust and generous return policy.

    “Getting people to be comfortable with the sort of pace of shopping for vintage, and sort of collecting and owning [is tricky],” says Paredes. “Being okay that this is the one you selected — you know what I mean? If you miss it, you regret it. You need to know it’s a good investment, because you can always sell it. You can always move on. These pieces have been in people’s homes for a long time.”

    With his private clients, Paredes stays hard at work helping people understand the stewardship that goes along with collecting vintage pieces. It’s not about designer names with the things he’s drawn to, it’s about durability and craftsmanship — “artistry,” as he calls it. People shy away from the unfamiliar at times, then once they have had the time to consider rare vintage pieces long enough to fall in love with the idea, the piece is usually gone. And that’s something Paredes finds regrettable.

    “Vintage is a tricky thing for clients because you have to decide. Otherwise, it vanishes and it’s like hunt-and-peck. Then you’re not finished. A lot of people shy away from it because they can’t commit. That’s why you have an empty dining room, because you didn’t commit. We saw 30 tables and you didn’t commit. Missing out on things is a combination. People think they’re getting ripped off, or that it’s not the best one, or it’s ‘Can I see more options [of the same vintage piece]?’ The answer is no, no, and no. This is what it is — it’s collecting!”

    The new store in Hudson will be 60 percent vintage finds and 40 percent items from his private label. His pieces are bench-crafted in North Carolina and are inspired by his vintage finds. He loves that his line is made in the United States and inspired by pieces from across the globe. He doesn’t copy, he just lifts ideas.

    “I see this Parisian Art Deco chair that’s been upholstered in Mohair, and I’ll decide that we need a piece in Mohair. And that’s all I’ll take away from it,” he says.

    Textiles and other tactile materials are a big draw for Paredes, which is how he came to have a line with Kravet Fabrics. The line is mostly made of vintage-inspired patterns in classic, Americana colorways. This makes them easy to pair with vintage frames and materials plucked from anything from vintage fairs like the Round Top show to something inherited from a beloved family member.

    In his book, Alfredo Paredes at Home, he invites readers to explore the interiors of four homes he’s had throughout the years, showcasing his idea that inspired rooms can be built around the love of something as simple — yet unique — as a tassel.

    During his visit to Round Top, Paredes took the time to sign books and visit with vintage enthusiasts at gallerist Shelli Alter’s Round Top pop-up “dinnerpARTy.” Alter finds great success in mixing simplistic contemporary artworks by international artists like Riera Arago with ornate antique frames from the 18th century. The mix and juxtaposition is something very in line with the Paredes aesthetic.

    What’s most important to Paredes is the idea that people should just be having fun, loving the thrill of the hunt, and not putting too much pressure on themselves. As he says: “It’s someone’s own home — they need to enjoy it!”

    Explore the thrill of vintage at these top spots in Round Top

    Market Hill: March 9–29
    The Horseshoe: March 12–28
    Bader Ranch: March 13–28
    Zapp Hall: March 13–28
    Excess Field: March 1
    Blue Hills: March 14–28
    McLaren’s: March 14–28
    The Arbors: March 14–28
    The Compound: March 14–28
    The Halles: March 14–28
    Big Red Barn: March 22–28
    550 Market: March 14–28
    Marburger Farm: March 24–28
    Cisco Village: March 20–April 6

    Alfredo Paredes

    Courtesy of Alfredo Paredes

    Designer Alfredo Paredes shopped Round Top for his new store in Hudson, NY.

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