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After the turn of the century, Julius Theodor Kalmar, son of the original founder, studied under the renowned Austrian architect and designer Josef Hoffmann at the Vienna School of Applied Arts and at the Birmingham School of Art and Design. Inspired by Hoffmann and the arts and crafts movement of the era, Julius pushed the company in a new direction, away from the eclectic style of the late 19th century, and in 1925, Kalmar designs began selling in Haus & Garten, an avant-garde shop for home furnishings founded by renowned architects Josef Frank and Oskar Wlach. The shop was to become a main venue of modern Austrian interior and lighting design and a trademark in the promotion of Viennese design abroad.