Small towns in American television series are far more than mere backdrops—they are living, breathing characters that reflect complex social and cultural landscapes through their architectural and interior design choices. From showing community-centered design to fostering a sense of unity amongst the residents of the small town, the set design of these whimsical American small towns uses multiple design elements. Two iconic television series, “Gilmore Girls” and “Schitt’s Creek,” offer particularly compelling insights into how set design can transform our understanding of small-town life, social dynamics, and personal transformation.
Television, as a visual medium, provides a unique lens through which we can examine the built environment. Set designers and creators carefully craft spaces that communicate far more than their immediate physical characteristics. They create environments that speak to social class, personal history, economic conditions, and individual aspirations. The significance of these representations extends beyond entertainment. They challenge viewers to reconsider preconceived notions about small-town life, offering nuanced portrayals that resist simplistic stereotypes. Through attention to architectural details and interior design, these series reveal the complexity of community, belonging, and personal transformation.
Architectural Identity of Small Towns
The representation of small towns in the American series shows a variety of architectural styles that speak volumes about the community, their collective goals, and the social structure. Stars Hollow from the American series “Gilmore Girls” shows a romanticized New England town aesthetic with preserved colonial and Victorian architecture that shows community preservation. Each element from the town’s central gazebo to the white-painted fences and mowed lawns, evokes a sense of nostalgia, by recalling the small-town aesthetic.
Architectural scholars like Dolores Hayden (1997) have long argued that urban landscapes are not merely physical spaces, but complex narratives of social memory and cultural identity. In Stars Hollow, this concept is brilliantly visualized through its architectural preservation. The town’s design reflects what Zukin (2010) describes as a “landscape of power,” where architectural choices become a form of cultural storytelling that reinforces community values and collective memory.
In stark contrast, Schitt’s Creek’s town represents a more contemporary, slightly worn interpretation of rural Canadian small-town life. The architectural landscape here is less about preservation and more about practical adaptation. The Rose family’s motel, with its dated mid-century design, becomes a metaphor for economic resilience and unexpected beauty in ordinary spaces. Unlike the pristine perfection of Stars Hollow, Schitt’s Creek’s architectural narrative is about finding dignity and potential in seemingly unremarkable environments.
This approach aligns with David Harvey’s concept of “spaces of hope” (2000), where marginal spaces become sites of potential transformation and unexpected beauty. The motel’s architecture becomes a physical manifestation of the characters’ personal journeys, challenging traditional narratives of urban superiority and rural inadequacy.
Beyond Aesthetics: Social commentary through design
These series utilize architectural and interior design to provide nuanced social commentary. Stars Hollow’s meticulously maintained public spaces and charming storefronts suggest a community deeply invested in collective identity and mutual support. The town becomes a character itself—welcoming, slightly performative, but fundamentally compassionate.
Urban theorist Jane Jacobs (1961) argued that vibrant communities are built on complex social interactions and shared public spaces. Stars Hollow embodies this principle, with its town center, local businesses, and communal gathering spots serving as physical manifestations of social connectivity.
Schitt’s Creek offers a more complex perspective. Its architectural spaces initially appear economically challenged but gradually reveal depth, much like its characters. The motel, the town’s small businesses, and the Rose family’s living quarters become sites of transformation, challenging viewers’ preconceptions about rural and small-town life.
The design choices in both series reveal how physical spaces can reflect and influence social dynamics. They demonstrate that small towns are not static or simplistic environments, but complex social ecosystems where personal and collective narratives continuously intersect and evolve.
Both “Gilmore Girls” and “Schitt’s Creek” ultimately use their carefully constructed architectural and design landscapes to challenge stereotypical representations of small-town America. They present spaces that are simultaneously specific and universal—rooted in particular cultural contexts yet resonant with broader human experiences of community, belonging, and personal reinvention.
Through meticulous attention to architectural details and interior design, these series transform small towns from mere geographical locations into rich, multidimensional narrative landscapes. They remind us that every space tells a story and that the most compelling narratives often emerge from the most unexpected places.
By presenting small towns as complex, evolving ecosystems, these shows challenge the traditional media portrayal of rural and suburban spaces. The carefully constructed environments of Stars Hollow and Schitt’s Creek become metaphors for personal growth, resilience, and the unexpected beauty of human connection.
Moreover, these series highlight the power of design as a narrative tool. Architecture and interior spaces are not mere backdrops but active participants in storytelling. The stories that are expressed through these sets remind us that every environment—no matter how seemingly ordinary contains profound stories of human experience.
References List:
- Harvey, D., 2000. Spaces of Hope. University of California Press.
- Hayden, D., 1997. The Power of Place: Urban Landscapes as Public History. MIT Press.
- Jacobs, J., 1961. The Death and Life of Great American Cities. Random House.
- Zukin, S., 2010. Naked City: The Death and Life of Authentic Urban Places. Oxford University Press.
Image references:
- The Town Gazebo, Gilmore Girls Series. (2017). Available at: https://www.youtube.com/watch?v=fgq6TAl3hLM [Accessed 8 Dec. 2024].
- The Motel, Schitts Creek Series. (2023). Available at: https://youtu.be/OusfD9XRc4w?si=1PCe4NQxLtYdKB_y [Accessed 8 Dec. 2024].
