Description

Book Synopsis
An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930s America. This work uncovers the cultural history of the modernized storefronts that resulted from the little-known federal provision that made billions of dollars available to shop owners.

Trade Review
"This fascinating and insightful book coaxes us to see the familiar storefront in entirely new ways. Esperdy fluidly explores broad cultural meanings at the same time as she helps us interpret the details of the buildings. The implications for our understanding of New Deal policies and the 1930s are particularly surprising and novel." - Alison Isenberg, author of Downtown America"

Modernizing Main Street Architecture and

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    Order before 4pm today for delivery by Thu 20 Aug 2026.

    A Hardback by Gabrielle Esperdy

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      Publisher: The University of Chicago Press
      Publication Date: Publication Date: 5/1/2008 12:00:00 AM
      ISBN13: 9780226218007, 978-0226218007
      ISBN10: 0226218007
      Also in:
      Architecture: public and commercial

      Description

      Book Synopsis
      An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930s America. This work uncovers the cultural history of the modernized storefronts that resulted from the little-known federal provision that made billions of dollars available to shop owners.

      Trade Review
      "This fascinating and insightful book coaxes us to see the familiar storefront in entirely new ways. Esperdy fluidly explores broad cultural meanings at the same time as she helps us interpret the details of the buildings. The implications for our understanding of New Deal policies and the 1930s are particularly surprising and novel." - Alison Isenberg, author of Downtown America"

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