James' World 2

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The digital renderings of North Bayshore, a massive proposed development in Mountain View, California, are crowded with glistening buildings and cheerful, animated pedestrians. There’s a lot to show off, including 7,000 new homes, three distinct neighborhoods, and nearly 300,000 square feet of retail and community space. Notably, though, the gleaming images don’t bear any hints of the company behind the whole endeavor: Google.

Companies like Google and Facebook’s parent, Meta, conquered the digital realm a long time ago, setting the ground rules for how we search, interact, and shop online. Not content to stop there, however, these firms are now making huge bids to expand their reach. They want to be landlords, too.

Across the country, corporations are using their considerable sway and resources to build modern company towns — mini-cities that will feature all the trappings of traditional civic life, including housing, shops, and public spaces. These new projects won’t have corporate logos on every building, and many of the units will be available to the general public, not just employees. But in the grand scheme of real estate, they’re distinct: After years of running up against housing shortages in their backyards, companies like Google, Meta, and Disney — not exactly known for building new homes — are taking matters into their own hands. Their creations have boring names like Middlefield Park and Willow Village, but they might as well be called Zucktown or Google City, USA. And while the developments promise thousands of new homes, the plans are also a tacit acknowledgment of the bleak state of the American housing market and the roles these companies have played in driving up home prices near their sprawling HQs.

The companies behind these projects argue that they can help solve the country’s lack of affordable housing, but it’s fair to approach the plans with a healthy degree of skepticism. America’s single-employer “company towns” have a long, bloody history of exploitation and labor strife. While the current plans hardly represent a return to those dark days of the 19th and early-20th centuries, they probably won’t usher in a new era of futuristic techno-utopias, either. Judging by the plans that have been publicly unveiled so far, the Googles and Metas of the world aren’t aiming nearly that high. Instead, their visions of city living spaces look a lot like what we’re already used to seeing from modern real-estate developers: glassy office buildings, verdant parks, and walkable main streets with coffee shops, salad bars, and alluring apartment buildings. It’s nice, but not exactly groundbreaking stuff.

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