The exhibition presents a contrasting selection of works from two pioneers of Modernism, complete with historical background
and examples of their impact extending up to the present day. Josef Hoffmann (1870–1956) and Adolf Loos (1870–1933) were the
most important architects and designers in Vienna around 1900 in the generation after Otto Wagner (1841–1918). They developed
two contrary approaches to the expression of individuality and self-realization among modern consumers. Josef Hoffmann followed
a revolutionary path that led to the creation of utilitarian objects and architecture as aesthetic products in an ever-changing
array of new designs. Adolf Loos pursued an evolutionary strategy that viewed utilitarian objects and architecture not as
art products, but as the discrete background for individual lifestyles. These two contrary mindsets represent fundamental
interpretations of the tasks of modern architects and designers as well as different images of modern lifestyles of the emancipated
citizen. In five segments, the exhibition shows key works, their influences, and the impact of the work of Hoffmann and Loos. Beginning
with the establishment of individual expressions of taste around 1750, the first two chapters show the achievements and developments
of the previous generations upon which Hoffmann and Loos built or to which they reacted. The focus is on the reactions to
the crisis in the applied arts in the in-dustrial age as well as the development of a genuinely modern language of form by
Otto Wagner. The central chapter is dedicated to the period around 1900. In original drawings as well as utilitarian objects, furniture,
and models, these two opposing interpretations of modern lifestyles are contrasted with one another. One central topic is
the modern city building: the Looshaus on Michaelerplatz in Vienna and Hoffmann’s Stoclet House in Brussels. For the first
time, reconstructions of two interiors created around the same time by Loos and Hoffmann will be shown. In the bedroom from
Josef Hoffmann’s Salzer Apartment (1902) objects are organized into a strict system of square ornamentation, while the bedroom
in Loos’s own apartment (1903) evokes intimacy through the appearance of textiles that were not designed by the architect. Two other segments illuminate the continuation of Josef Hoffmann’s aesthetic approach to Modernism and Adolf Loos’s evolutionary
and emancipatory strategy. From 1910 onward, changes in society and a new generation of architects resulted in new approaches
to Modernism that built on the ideas of Hoffmann and Loos. Humancentered and socially oriented concepts by Oskar Strnad and
Josef Frank combine the two mindsets. Reconstructions of Hoffmann’s opulent Boudoir d’une grande vedette [Boudoir of a great
star] (1937) and Margarete Schütte-Lihotzky’s Working Single Woman’s Apartment (1929), by contrast, illustrate contrary positions.
The internationally oriented Austrian avant-garde is represented by Ernst Plischke and the Vienna office of Singer & Dicker.
Bernard Rudofsky’s interpretations of modern lifestyles demonstrate a further development of Loos’s cultural criticism. The final chapter shows the continued influenceof Hoffmann’s and Loos’s approaches from 1945 onward. After the rediscovery
of Viennese Modernism, postmodernism experimented with these concepts, as works by Hans Hollein, Hermann Czech, and others
show. Contemporary architecture follows Loos’s economical and emancipatory path, as evidenced by recent ready-made concepts
(Lacaton & Vassal, Paris), „Raumplan“ strategies (Werner Neuwirth, Vienna), and selfbuilt projects (Anna Heringer, Laufen,
Guest Curator Matthias Boeckl Curator Christian Witt-Dörring, MAK Curator
The exhibition is accompanied by the catalogWays to Modernism: Josef Hoffmann, Adolf Loos, and Their Impact, edited by Christoph Thun-Hohenstein, Matthias Boeckl, and Christian Witt-Dörring, German/English, ca. 300 pages with
numerous color illustrations, MAK Vienna/Birkhäuser Verlag, Basel 2015. Available at the MAK DESIGN SHOP
Tue 6 p.m. Sat 3 p.m. Sun 3 p.m. Ways to Modernism part 1, & 4:30 p.m. Ways to Modernism part 2
Curator Guided Tours
Tue, 20.1.2015, 6 p.m. Tue, 14.4.2015, 6 p.m. with guest curator Matthias Boeckl and MAK Curator Christian Witt-Dörring
Tue, 24.2.2015, 6 p.m. OUR WAY TO HUMANITY. Josef Hoffmann – Master of the Gesamtkunstwerk (Length: 59:18 min.) Subsequently: Matthias Boeckl in conversation with Friedrich Kurrent
Sat, 14.3.2015, 4 p.m. LOOS ORNAMENTAL (Length: 72 min.) With the aid of notebooks and sketchbooks, as well as analyses of architectural works and sculptures, the film shows 27 structures
and interior decorations by Adolf Loos that are still intact. His offensive against the ornamental decoration of buildings
became a cause of dispute in architectural theory.
On the occasion of the exhibition, experts on Josef Hoffmann and Adolf Loos will explain their ways of thinking and working
and will discuss the survival of these two contrary approaches in contemporary works by architects and designers.
Sat, 10.1.2015, 4 p.m. Josef Hoffmann, Adolf Loos, and Their Impact Talk with guest curator Matthias Boeckl and MAK Curator Christian Witt-Dörring, moderation by Isabella Marboe
Sat, 24.1.2015, 4 p.m. Markus Kristan: Adolf Loos vs. Josef Hoffmann Adolf Loos and Josef Hoffmann were born at almost the same time in 1870 and only a few kilometers apart in Moravia. After
a short resumption of their friendship, lasting rivalry took root at the end of 1898 and continued until the death of Loos
in 1933. Yet they had several traits in common: they were both architects and designers of arts and crafts objects—for which
they are world-renowned today—who revered Otto Wagner, were both friends with Josef Frank, and both had an un compromising
Sat, 28.2.2015, 4 p.m. Friedrich Kurrent: Adolf Loos and Josef Hoffmann – Rediscovery
Tue, 10.3.2015, 7 p.m. Hermann Czech: The Loos Idea from a Distance of 100 Years Loos’s concepts and terms are an open system. If transitions are borne in mind, then Loos’s polemics also apply to advanced
modernity. (Mediation by Josef Frank prevents the "Loos Idea" from becoming doctrinaire)
Sat, 18.4.2015, 4 p.m. Werner Neuwirth: Producing and Portraying as Architectural Substance A structure is inconceivable without form, but construction forms don’t grow on trees: first, a form must be found. Every
reification naturally follows a certain logic of production and, simultaneously, every work is subject to a semantic reception.
In their diverse ideal weighting of producing and portraying, architectural stances differ, ranging from precisely defined
forms to cultural abysses.
MAK ON TOUR Special
The MAK ON TOUR Special follows Josef Hoffmann and Adolf Loos’s traces in architecture and overall design and takes a close
look at the pioneering role of Otto Wagner.
Every tour begins with a guided tour through the exhibition in the MAK. Afterwards, we travel by foot or by bus transfer to
various historical buildings, where another guided tour and viewing awaits the tour participants.
Limited attendance, registration for all tours is imperative: MAK Marketing, T: +43 1 711 36-231 or Prices include admission to/guided tour of the MAK and for the participating institutions as well as a bus transfer to and
from the MAK for Tours 3 to 6. MAK Annual Ticket holders receive a 20% discount per tour.
Program is subject to change!
TOUR 1 Fri, 16.1.2015, 2 p.m. Adolf Loos at the Heart of Vienna: the Looshaus on Michaelerplatz Price € 20
TOUR 2 Fri, 30.1.2015, 2:30 p.m. Otto Wagner the Pioneer—Part 1: The WAGNER:WERK Austrian Postal Savings Bank Museum Price € 20
TOUR 3 Sat, 14.2.2015, 2 p.m. Otto Wagner the Pioneer—Part 2: The Otto Wagner Hospital (Center for Community Medicine at Baumgartner Höhe) and Otto Wagner’s
Church Am Steinhof www.wienkav.at/ows Price € 30
TOUR 4 Sat, 7.3.2015, 2 p.m. Convalescence in the Countryside: Josef Hoffmann and the Sanatorium Purkersdorf Price € 30
TOUR 5 Sat, 21.3.2015, 2 p.m. “New Living” 1932: The Werkbundsiedlung in Vienna Price € 30
TOUR 6 Sun, 12.4.2015, 11:30 a.m. Adolf Loos in the Countryside: The Looshaus am Kreuzberg (Lower Austria) Price € 40. It is also possible to have lunch or coffee and cake at the Looshaus, or even to go for a short walk nearby.
For their generous support we would like to thank:
Richard Grubman and Caroline Mortimer Ephraim F. Gildor Foundation Dr. Louise Kiesling Dr. Ernst Ploil
Published on the occasion of the traveling exhibition Adolf Loos: Our Contemporary. MAK Works on Paper Room LOOS. Out Contemporary (13.3.–23.6.2013). German/English/Portugese, 243 pages, color and b/w illustrations, 21,8 x 17 cm, softcover A cooperation between GSAPP Columbia University / New York, MAK Vienna, CAAA Centro para os Assuntos da Arte e da Arquitectura
/ Guimarães, Portugal