Loos

The innovative and radical early Modernist Mankind loves everything that serves his comfort. He hates everything that wants to tear him from his habitual and safe position and that bothers him. And thus he loves the building and hates art. —Adolf Loos

Widely regarded as one of the most significant prophets of modern architecture, Adolf Loos (1870-1933) was a star in his own time, known throughout Vienna as an outspoken, audacious dandy and moralist who defied the establishment and repudiated the popular and ornamental Vienna Secession style. His work not only represented the beginning of Modernism, with its stark, unornamented style, but also revolutionized architecture by introducing the concept of "spatial plan" architecture, which allowed for economizing space by designating room sizes and heights based on their purposes. Loos also published numerous essays during his lifetime, the most notable of which is the oft-misunderstood "Ornament and Crime."