Take a guess: Is this Florida or the south of Spain? This is the former Ponce de Leon Hotel, built in 1884 in St. Augustine, Florida. If you guessed wrong, there's a good reason you were fooled. The building and grounds were purposefully designed to mimic the look and feel of an exotic Mediterranean getaway. A century before Walt Disney came to town, developers were using architecture to market Florida as a land of fantasy and leisure.
Emily Neumeier, Assistant Professor of Art History at Temple University, describes this phenomenon as 'Florida Orientalism.'
"Beginning the late nineteenth century, the southeastern United States became a substitute for the eastern world, or 'the Orient' in the minds of Americans," she writes. "A unique set of circumstances in Florida —including mass migration and tourism and a colonial tradition ripe for appropriation — led to a proliferation of architecture inspired by the Islamic Mediterranean."
SAH awarded Emily the 2024 Edilia and François-Auguste de Montêquin fellowship to fund travel to Florida to continue her research and document examples. She found dozens of civic, recreational, and residential buildings employing Orientalist designs to conjure up "a more luxurious life."
"This concept of 'theming' is a critical and specific feature of Florida Orientalism: the impulse to build entire physical worlds that appropriate historical architecture and cultural traditions for the bald purpose of entertainment and marketing," she wrote. "It explains why architecture in Florida is often variously referred to as being in a 'Spanish,' 'Mediterranean,' or 'Moorish' Revival style. From this perspective, stucco buildings with courtyards decorated in colorful tilework become unstable signifiers that effectively make the geography of Spain interchangeable with, say, Tunisia or Egypt for Americans at the turn of the century."
Read Emily's entire travel blog and see more photos from her trip: https://lnkd.in/gXgR4BGK
#Architecture #ArchitectureHistory #Florida #BeachDay #Resort #History
Looking forward to this series of discovering the beautiful gems of Athens!