Preservation of Style Commemorates LA’s Historic Neighborhoods

– At first it started with a visual crush. Something would intrigue me visually and I wanted to know more. My name is Alexandra Gargiulo and I’m the founder and author
of Preservation of Style. My own personal mantra is really doing everything with style. Beauty is great. Everyone wants to be beautiful. I’m a woman, I want to be beautiful. It’s more important to me to, you know, live my life with style. – Hey guys, it’s Jillian from GoDaddy. I’m here in L.A. to
hang out with Alexandra. She’s gonna be walking me around L.A., and we’re gonna be talking
about her business. – It’s a very uncool
thing in L.A. to walk, but I’ve always loved to walk
as a way to blow off steam, as a way to reset the energy. So I sort of made a game
with myself that I would Polaroid all of the things that I liked and sort of create a little memento. So this is the Mauretania. – Okay. – And the Mauretania is a
streamline modern building. So the curves and the rounded edges reflect the idea that
the automobile, planes, all of these things were
coming into culture, that were all moving fast pace. The next building we’re
heading to is The Ravenswood. It was built in 1930 by Max Maltzman, and it’s an art deco building. So art deco buildings really
focus on the straight up lines, the rectangular shapes- – And flat, this one’s very much- – Very flat.
– More flat than the last one. – Art deco came out of Paris
and the school of Beaux-Art, so you can kind of see
those little like European- – And the curves right here.
– Parisian the elegant details but it’s mostly flat minimalist. This is the Los Angeles Tennis Club. It’s a great example
of revival architecture in the neighborhood. Initially, when I was walking around Polaroiding all of the buildings, I really focused on 20’s
and 30’s apartment buildings because of some of the zoning ordinances around historical
preservation in Los Angeles. There is this element
of Preservation of Style being a visual policy piece, because it focuses on three neighborhoods. Miracle Mile and Hancock Park are both historically
preserved, but Koreatown wasn’t. But there was equally as much history, so I kind of wanted to
explore in a visual way what happens when we don’t preserve and what happens when we do. I spent a month just walking the city and I Polaroided all of the buildings that really inspired me. And from there, as much as I
wanted to do a coffee table book of things Alexandra
loves around Los Angeles, I needed more of a subject matter. And so at the time I was
studying the legalities of historic preservation. The first step to being
practical in a business approach was that I was gonna
have to have a website. I’m not technologically savvy, so I wanted to have a website
that sort of was simple, stylish, and communicated
what I wanted to show. I bought the domain, and then from there it was suggested that I could build a website. I thought, “Okay I should
just try this myself.” And it was very simple. – Oh, it’s so bright and airy. – This apartment’s super special and it has a lot of history. It was shared by Lucille
Ball and Desi Arnaz, and it also has a lot of
features of the revival. The beams, the arches and of course really great views of the city. When you study art history, such an important part in learning the art is learning the why and the history. And it’s always a reflection of what’s going on in society. – I love that we can see like, the book. – Yeah, so this- – In it’s layout form, wow.
– Yeah, so this is some of the some of the Polaroids
from Preservation of Style and then of course the book laid out. – So I want to talk a little
bit about the marketing piece. You said a big part of your
business is building the brand but then letting people know
like, the book is ready, this next thing is ready for us. So what marketing tools did you use within the website builder? – The first thing I needed to do was figure out how to
communicate to everyone that had signed up for my mailing list. So by the time the book was ready, I had 40 or 50 names
on the pre-order list. – That’s great. – And so, I then needed to figure out how am I gonna communicate
with all of these people? So as someone that can like
barely send a text message, I was like, “I’m not sure
how this is gonna work.” I went to my dashboard,
and I was able to easily send out a mass email to everyone and so I was able to communicate
that the books were ready and that they could buy them. – And did people buy
directly from the newsletter when you said, “Hey it’s available.” – Yes.
– Could you actually see that traffic come through? – One of the best feelings
for me was sending that out, within 15 seconds getting
this email that was like, my best friend from high school had already purchased two copies. – And you’re sold out. – I’ve sold out of those hundred copies. Preservation of Style, it’s really about appreciating and celebrating
these old world things in the new world. Regardless of where we are
in three to five years, I know we’ll be doing
everything with style.

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