Max Rosenfeld, The Home Architect

1949 marks the beginning of a radical change in the relation between New Zealanders and their homes. The new government at that time began encouraging home ownership in opposition to the existing policy of renting state houses. In those days, one of the most influential architects in the country was Max Rosenfeld, a Czech immigrant who became known mainly through the Auckland magazine The Weekly News. Rosenfeld hadn't produced any iconic building or brought any revolutionary aesthetic style. Nevertheless his contribution to New Zealand domestic architecture was tremendous, though today he is hardly ever mentioned. This paper proposes to shed light on the work of this architect focusing on his participation in The Weekly News publication which started in 1949. For almost a decade Rosenfeld became known as the "Home Architect" following the name of his magazine column. His ideas and architectural advice became very popular and his publications inspired owners and helped builders to familiarize themselves with the Modern way of living and building. Rosenfeld is mainly quoted in reference to the popularization of New Zealand plan books, a kind of publication renowned for containing projects made to fit just about any taste, budget and site. Seen with disdain by some, those books were, nevertheless, the most efficient vehicle for the dissemination of architecture into the everyday life of ordinary Kiwis. In that sense Rosenfeld can be seen as one of the essential contributors to the modern building practice we find in New Zealand, which decisively influences the way Kiwis live today.