Transparency – I was sent a review copy by Kehrer Verlag
KayLynn Deveney’s ‘All You Can Loose is Your Heart’ looks at ranch-style dream homes in the American Southwest, built in the 50’s and 60’s. It is intended that the images inside, presented as a close-to-typological study is able to act as a metaphorical portrait for ‘those living inside’ that tells us about ‘a fading vision of the American Dream’. For some reason the press release seems keen to stress that this is the ‘first time these houses are the subject of a published photographic work’ – something that on its own should be nearly inconsequential.
What is a well trodden path though is the visual and verbal discourse of the American Dream and its health – it’s dead, it’s alive, it’s dead, it’s alive. It’s dead. So, important then that Deveney brings something of value to the discussion. This is certainly the case for the images presented in the book, which, despite learning more about their production in the accompanying interview with architect (and marketeer) Jean Valjean Vandruff, are still charmingly sweet. The mix of straight-cut timber with ornate, curved detailing on acutely angled roofs is only made more compelling for the pick up trucks and light-up reindeer that now block the view. Here is the strength of the work (not the book) – in plainly evidencing the augmentation or destruction of an historical ‘ideal’.
As I tend to find with almost all photobooks from more established houses, there are too many images here, and some focus is lost in the edit – it is a struggle to really feel as though we are seeing much of the occupant’s lives in these photographs. We should also ask whether we gain any insight into the wellbeing of that elusive American Dream – to an extent perhaps but greatly aided by the interview and essay at the rear of the book.
The sequence and edit of content (not only images) is my main issue with the reading – which feels somewhat cumbersome and in need of some rearranging. Using the essay and interviews as well as original marketing material and blueprint to break up sections of the photographs might simultaneously create a more sure delivery.