VIENNA - NOW OR NEVER

Vienna was the creative nucleus of Europe back at the start of the 20th century, when Josef Hoffmann, Otto Wagner, Kolo Moser, Adolf Loos, and Gustav Klimt heralded in the great age of Austrian Modernism. Traditional Viennese enterprises such as Augarten Porcelain Manufactory and glassware specialists Lobmeyr were quick to spot the potential of the creative movement. They drew on designs by eminent artists of their day including Josef Hoffmann, Michael Powolny, Franz von Zülow and other Wiener Werkstätte names.

The new millenium is still young, and in the last few years a new creative movement has emerged. The now classic designs by Hoffmann et al are still being produced by traditioal businesses in Vienna, but they are now joined by refreshing new ideas by other young artists.

In Vienna, the traditional strains of the waltz are increasingly accompanied by the resonant beats of electronic music. During the nineties electronic music set the tone with DJs and producers Kruder & Dorfmeister emerging as the best-known proponents of the Vienna Sound. And there is no lack of quality and appeal on the contemporary scene.

Creative industries are invigorating the city with new music, innovative design and trendy fashions. A powerful impression of Vienna's creative products is given by events such as the "festival for fashion & photography", the art festival "Viennafair" and the "Vienna Design Week".