Mass marketing

Among Friday evening’s diversions was a stop at the Spring Home Show at the Meadowlands Exposition Center. American Consumer Shows claims the event is, “designed for homeowners in all stages of remodeling, landscaping and decorating their homes.”

Entering felt like the “perp walk” famous people endure on their way to jail, with reporters shouting questions. Like carnie barkers encouraging you to play a rigged game of chance, the lonely exhibitors tried to lure us into their booths.

Inside the main hall, we saw aisle after aisle of similar products. Roofing, siding, windows and decks. It was clear that the competitive advantage Trex® composite decking once enjoyed was being encroached upon by knock-offs. More surprising, perhaps, was the variety of companies offering gutter guards.

Only the Priele® Italian Design Bathroom booth held any appeal, so we touched every faucet and grabbed a card—the only exhibitor information that found its way into our home. The gentleman showing his wares remained helpfully close—but not too close.

Today we marched through Sears on the way into the mall. “Everything is the color of despair,” my husband remarked, looking around at the dingy, yellowing floors illuminated by harsh lighting. It felt apocalyptic in much the same way as the expo. The merchandise was listless and derivative. The choices: sad, but safe. The prominent color: beige.

“Is this all you’re left with if you don’t hire an architect,” I wondered? In addition to fresh ideas, the firm we’ve selected is giving us access to vendors and materials we’d never find via the mass market.