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Vienna Travel Guide

Loos Bar in Vienna

Posted: Jan. 28th, 2013  |  By Michael Pearse
Loos Bar
Todd Eberle

The Loos Bar in Vienna has been an architectural jewel for a very long time. The world-famous brand Gucci even shot a commercial there. The loos bar was originally named the American Bar, more than a century ago. So if you're in Vienna, make sure to stop by the famous Loos Bar and have a beer or two.

Last May, Central European tabloids salivated over a TV commercial Gucci had made in Vienna’s Loos Bar, in which Charlotte Casiraghi, daughter of Princess Caroline of Monaco, served as a spokesperson. Officially named the American Bar, the Loos Bar has for more than a century been one of Vienna’s architectural jewels, a concentrate of the paradox that makes that city’s fin de si?cle so magnetic. Those who lent the era its fascination were inspired troublemakers, rebelling against the Zeitgeist. Think Egon Schiele’s scalpel of a brush cutting away all previous painterly euphemisms which had kept the nude from being truly, rawly naked; Sigmund Freud’s revelatory upending of burgher proprieties; Arnold Schoenberg’s seminal assaults on melody and sonority. Adolf Loos was of that company, an early-day Buckminster Fuller.

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