Home Architecture Get to Know the Man Behind the Hood Midcentury Modern Instagram Account

Get to Know the Man Behind the Hood Midcentury Modern Instagram Account

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Get to Know the Man Behind the Hood Midcentury Modern Instagram Account


Started in December 2019, the Instagram account @hoodmidcenturymodern has accumulated over 39,000 followers in just over a year. Like the bio says, “Yes, there is midcentury design in the hood,” and the account’s creator, Jerald Cooper, is on a mission to highlight it all.

“I was walking up my childhood street when I saw these homes that I’ve seen my entire life that I knew were MCM. I don’t remember when I learned that they were MCM, but I remember wondering if the homies knew that they were,” he said over email. “I started comparing how these homes looked with how the houses look in southern California. That’s when I realized there is something here in showcasing modern/contemporary design to the homies and that by giving these things names it’d be empowering.”

His childhood street is in Cincinnati, Ohio, a city that isn’t usually heralded for its architectural contributions, but it’s not because those kinds of buildings aren’t there. While the preservation of and the education around design may not be as readily available in Ohio as it is in Palm Springs, interesting buildings and their stories do exist in places outside of those noted in coffee table books. And even if we haven’t been able to identify them by proper architectural classification, we have seen them in different cultural references, whether it’s Chingy’s 2004 “One Call Away” music video or in episodes of Ozark.

“Access to architecture and design opens up your world,” Jerald says. “I didn’t know there were cultures in buildings. I didn’t know how to define cultures through architecture, like, ‘Oh, this is the Italian section of the city because of the architecture and the intention of some of these original neighborhoods.’”

Since noticing how the buildings he’s highlighted have pushed followers to look at their own surroundings—and maybe even the streets they grew up on—with a new set of eyes, Hood Century has released flashcards featuring different structures and their coinciding styles of modern architecture, as well as original prints.

In addition to merchandise, HMC’s biggest focus is building the community through more exposure to architecture. “I want to continue to expand our digital reach by getting into TikTok and Twitter, and of course continuing with our theme of things that are educational but on the line of entertainment or edutainment. That’s everything.”

We asked Jerald to pick five of his favorite structures outside of neighborhoods known for their architecture.





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