Abstract Pettit & Sevitt was a highly successful “project home” builder that operated in Australia during the 1960s and 1970s. The company specialised in the production of standardised architect-designed homes, targeted at the upper end of the homebuyer market. This paper examines the sophisticated marketing strategies adopted by Pettit & Sevitt that centred on the principle of “individuality”. It is argued that in order to reconcile this principle with its standardised product, Pettit & Sevitt attempted “a complex blurring of the edges” between the “real” and the “ideal”. Pivotal to this strategy was the design and detailing of the builder’s display home interiors.

中文翻译：

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“个性”与标准化房屋：澳大利亚建筑商 Pettit & Sevitt 的展示家居内饰，1961-1978

摘要 Pettit & Sevitt 是一家非常成功的“项目住宅”建筑商，于 1960 年代和 1970 年代在澳大利亚运营。该公司专门生产标准化建筑师设计的住宅，目标是购房者市场的高端。本文考察了 Pettit & Sevitt 采用的以“个性化”原则为中心的复杂营销策略。有人认为，为了将这一原则与其标准化产品相协调，Pettit & Sevitt 尝试在“真实”和“理想”之间进行“复杂的边缘模糊处理”。这一策略的关键是建筑商展示家居内饰的设计和细节。