Adolf Loos (Brno 1870 – Kalksburg, Vienna, 1933), was an architect and a valid representative of a renewal in architecture, which included sacrificing all forms of superfluous formalism. In stark contrast with Vienna eclecticism and particularly the Secession, his architecture was free from all ornamental superstructures, and the shape had to respond as directly as possible to human expectations and needs. In his writings, he illustrated his aversion to all kinds of ornaments and his theory which praised the utility of the production of simple and functional items. Loos is considered one of the founders of European Rationalism and, in general, modern architectural taste.