The overall concept is the development of the "Ford Built Tough House" as designed through marketing to the customer who identifies with the Ford F-150. The customer which Ford looks to market to is a builder/maker (or someone who values those skills) who needs the truck to enable them to do their work. Ford truck owners are proud of what they do, and symbolize values such as the importance of hard work and family. The Ford family is developed around the idea of hard work and quality time together, often with the children growing into their parent's work, and sharing their parent's Ford trucks.
The Ford house will need to meet the demands of its users much in the same way that the truck does, by providing additional features that add to the functionality and usability of the house. An example would be that the house is designed to give its owner easy access to plumbing pipes and mechanical equipment, so that the house is easy to fix up.
Another main concept of the house is the integration of live/work. As the Ford house owner shares the values of hard work and family, the house is built to reflect these values, with a private workshop/garage connected to the living space to allow fixing/making/building near home, and to be able share these activities with their kids. The prototype being developed for the Detroit tree farm will integrate a communal workspace for the tree farm off of the communities private work spaces.
The Ford house is built at the Ford plant, using some of the techniques which Ford uses to build its cars. Uni-body construction will be considered for the structural system of the house modules, allowing the pieces to be molded specifically for each section of the house, and designed to support the loads it will see during transport and installation. Additional materials will be integrated at the building site.
These are collages of potential views into the Ford house mixed with Ford print advertising. The initial concept of the Ford house at this point is built on top of the advertising campaign for the Ford truck, and thus has an absurd juxtaposition with the backgrounds of Ford ads.
