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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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    news/home-design

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    a culturemap exclusive

    Houston 'plantrepreneur' opens vintage-filled shop in Old Town Spring

    Emily Cotton
    Sep 4, 2026 | 11:22 am
    Mercantile and Plant Project Old Town Spring Bree Clarke
    Courtesy of The Mercantile & Plant Project
    Shop vintage, antiques, and plants in charming Old Town Spring.

    Houston’s favorite plant maven is at it again — with a twist! The latest iteration of Bree Clarke’s wildly successful The Plant Project is slowing things down and stepping back in time. The Mercantile & Plant Project opening this weekend in historic Old Town Spring will delight fans who have long coveted Clarke’s signature — and woefully not for sale — antique and vintage decor found in her plant shops.

    While plants will still populate the space, they take a back seat to vintage and antique goods that look and feel right at home in the 100-year-old bungalow that The Mercantile calls home. The bungalow has retained its original features, like the windows, columns, and wood floors, inviting visitors to view the space and the goods within as its own restorative environment.

    Interestingly, the bungalow — along with two others — was transplanted from its original location in the historic Houston Heights neighborhood in the late ‘70s. After relocating the three bungalows, the owner, Ms. Brenda Miles (as she was known), operated an antiques store out of one, while renting the other two to other Old Town Spring businesses. It was Miles’ keen stewardship of the bungalows that allowed them to maintain their original features.

    “It’s all original, and it was already green,” says Clarke. “It’s just the perfect little thing.”

    During the design process, Clarke invited her Instagram followers to vote on a wallpaper for the signature selfie wall found in all of her stores as a fun way for ecstatic shoppers to pose with their finds. The winner, a beautiful flora, fauna, and landscape in blues, purples, and greens is “Vintage Chinoiserie Peacock Wallpaper” by Vreelike. Clarke also enlisted local artist and vintage clothing purveyor Lexi Landolt of Goldie’s Rodeo to assist with branding design and to paint these European-inspired doodles on the front door.

    Vintage for sale

    Shop art, books, lighting, linens, and other home decor — or up the ante with cut crystal and silver plate. Everything from rustic Americana to French Provincial finds a home amongst rattan and olde world fixtures in this trendy new outpost.

    Like Clarke’s The Plant Project locations, The Mercantile will host community events like potting classes and other “make-and-take” activities as well as a future corner dedicated to her Antionette concept focused on bespoke perfumes and candle making — complete with vintage and antique vessels.

    “I want it to be more vintage and home, and then have the plant aspect of it. I feel like there has been such a shift in the plant world over the last few years and plants are still the root of the business, brand, and my identity,” explains Clarke. “But designing, decor, and vintage has always been there. I’ve always had vintage with the plants and people have always been drawn to that.”

    Indeed, the enviable vintage goods Clarke uses as her plant store fixtures, lighting, and decor have been central to her brand’s aesthetic, and jestfully frustrating for her clients who couldn’t buy them — this author included! Happily, everything in The Mercantile is for sale. There will still be an array of accoutrements for plant lovers, like whimsical pots and planters, plant foods, and leaf cleaners, but those with the proverbial “black thumb” will have more than their fair share to entice them.

    “This mercantile is strictly the stuff where, if people like it, they can take it home,” says Clarke. “That’s what this one is.”

    Spring roots

    The Plant Project has had a huge impact in trendy urban areas like Montrose, plus two shops in The Heights (not to mention the Dallas location). So, one may wonder: why Old Town Spring? The simple answer—it’s home. The historic hamlet is minutes away from her mother and grandmother’s houses, with Clarke recently scooping up a “country cottage” of her own right in the neighborhood. As it happens, The Mercantile will be operated by the ladies of the family, right in their own backyard.

    “I grew up walking through the streets of Old Town Spring and walking from my grandmother’s house to the crawfish festival; I’m just very familiar with it,” she says. “People come over here because they want that small town feel. We are all wanting to slow down a little bit. People are exhausted — mentally, physically, emotionally — and when I see people walking and strolling down the streets, everything is just laid back. There’s no rush to it. No one is just in and out of their cars quickly. People park and are just walking around, just strolling. I just wanted a place to stroll.”

    Clarke’s love of vintage is hardly a whim. Her mother, who prefers to shop curated spaces in traditional stores, was never a fan of the long hours and sometimes less-than-sanitary conditions of the hunt. However, her best friend, Clarke’s “Aunt Karen” lived for it — taking Clarke along to thrift and antiques stores, vintage markets and the like from the time Clarke was 10 years old. From that point on, Clarke was hooked.

    “My Aunt Karen would take me all over when I lived in Irving, Texas. She would take me to all of these places like Canton. Some of those same people from when I was 10 years old are the ones who source and get a lot of my stuff today, right in Canton, Texas.”

    Sharing history

    Mercantile and Plant Project Old Town Spring Bree Clarke

    Courtesy of The Mercantile & Plant Project

    Shop vintage, antiques, and plants in charming Old Town Spring.

    Something that sets The Mercantile apart from similar concepts is Clarke’s sheer love of the game. Items in her store come with their own story and history, something that is decidedly absent from other places. Visitors to The Mercantile can expect a lesson in antiques, vintage, stewardship, and the like. For Clarke, the vintage trend isn’t a way to make a quick buck, it’s about sharing history with her neighbors.

    “Vintage, especially here in Houston, is just wild. It’s such a trend and a craze and people love it — it’s just all over the place. But I feel that people don’t really get the connection of what vintage is. For instance, when I go to estate sales I build a relationship with the people who put the sales together. I have these real conversations with them, get to know them, get to know their stories and their history with things. I just feel like vintage connects people to one another during a time period when they couldn’t really connect and when they weren’t really connected,” she says.

    “Hearing the stories of how they got these pieces or learning the difference between antique and vintage, just being able to show that next generation all of this. People see the cute stuff, the trendy things, and everyone selling on Instagram or wherever, but — like anything I do — I want to get to the root of it and share that side and that story. I think that Old Town Spring is the perfect place to do that.”

    The Mercantile & Plant Project will celebrate its soft opening this Saturday, September 5 and will be open on Labor Day. Keep an eye on the store’s Instagram for details about its grand opening celebration in October.



    —-

    The Mercantile & Plant Project; 134 Main Street (Spring); Thursday, 11 am-5 pm, Friday and Saturday, 10 am-6 pm, Sunday, 12-5 pm

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