At the farmers’ market in Seattle’s Ballard neighborhood, people can’t help but ask John Morefield what he is selling. “We’re selling architecture!” he answers. “Have questions about your house? Kitchen too small? Bathroom not working? Drop a nickel into the cup.”
Architectural advice is an unusual service to be hawking at a Sunday market known for its organic produce. Then again, these are unusual times, and Architecture 5¢ is just one man’s way of weathering the economic crisis.
At the farmers’ market in Seattle’s Ballard neighborhood, people can’t help but ask John Morefield what he is selling. “We’re selling architecture!” he answers. “Have questions about your house? Kitchen too small? Bathroom not working? Drop a nickel into the cup.”
Architectural advice is an unusual service to be hawking at a Sunday market known for its organic produce. Then again, these are unusual times, and Architecture 5¢ is just one man’s way of weathering the economic crisis.
Inevitably, passersby see the 27-year-old Morefield behind his plywood booth—built to resemble Lucy’s psychiatry stand from the Peanuts comic strip. Intrigued, they slow down out of curiosity and Morefield explains his mission. More often than not, the person actually has a project they have been mulling over, such as remodeling their kitchen or adding a cantilevered deck. They drop a nickel into Morefield’s tin cup and he tells them if it’s feasible, and if so, how it can be done. If they are serious about moving forward, they jot down their name and e-mail address so Morefield can follow up with a proper appointment.
Morefield’s idea has brought him a fair amount of media attention, from local new outlets to National Public Radio. In an interview with RECORD, Morefield explained how the recession has allowed him to transform a clever gimmick into an entrepreneurship.