Håkan Forsell

Harmonious Competition & Aesthetic Individualism.

Jugendstil and Urban Life ca. 1900.


1.
A new perspective of the history of design and architecture usually implies other contextual readings than the ones previously adopted. Regarding the history of Art Nouveau or Jugend-Style, relations has predominantly been made to the technical revolution of every-day life, the dissemination of a representative, global, industrial culture or the development of material, such as glass or steel for durability and supporting capacity.
Other contextual observations have been more or less left in the shadows – for example: the new-colonialism, the Nietzsche-reception, the emergence of psychology and psychoanalysis, the rise of a protective middle-class movement or the spreading of copyright-regulations in capitalist societies in Europe – although they were highly contemporary issues with Art Nouveau and may be as informative about the secret or forgotten features of a period in time.

Having said this, and since I am not an architecture or art historian, I consequently have taken the freedom not to talk exclusively about architecture. I will instead, in this lecture, sketch the currents of philosophical and societal ideas, which underscored the need to reform and rethink design and art at the turn of the century.
Art Nouveau was a reform-movement for the renewal of society as well as individual man in that society. When architects and designers in urban, industrial centres began to express a desire to be modern, they found themselves integrating cosmopolitan ideas with the immediate conditions in which they found themselves.
If modernity was understood foremost as a need of societal restructuring in peripheral regions of Europe’s urban network, as in Helsinki, Tallinn, Riga or Stockholm – modernity in established metropolitan areas like Paris or Berlin could rather be interpreted as an individual demand of appropriate aesthetical expression.

These are the two traces I intend to follow: The first one deals with the manifestation of urban market economy in the “mature” industrial society in Europe. The other one deals with the individual in this market society and the strategies of the individual to secure uniqueness and freedom in – what was conceived of as - the furious turmoil of modernity.

If any general statement of Art Nouveau is appropriate it is that of its flexibility of meaning.
I will, however, try not to succumb completely to this flexibility myself, and therefore suggest that the need for societal change as well as the longing for individual posture is two features attached to the Art Nouveau-movement that refers to each other, and which can offer us an interesting mirror to our own contemporary situation.

As central and combining figure for both perspectives I have chosen the German sociologist Georg Simmel. Simmel is not foremost known as a theorist of design, but rather as a cultural critic, and above all as a thoughtful reviewer of urban life in the beginning of the 20th century.
But he also has a lot say about commercial existence and the meaning of aesthetics in modern society, as he was personally involved in the movements for a rebirth of cultural and artistic life in Germany around 1900.


2.
I said that the “mature” industrial society was to form the background for the story I want to tell. What do I then mean by “mature” industrial society?
The turn of the century was a period of general middle-class prosperity. This was manifested in exhibitions, in department-stores, communication, banking and the spreading of new trade- and copyright regulations to order a highly developed “society of contracts”.
Heavy industry started to move to the outskirts of towns in Europe which gradually lead to a structural mending of the traditional urban fabric; electricity emerged as a leading industrial sector and with it followed a notion of power that was pure, natural, feminine, if you want – and adaptable for commercial and advertising purposes; a transportation and service-economy began to shape the urban profile; an awareness of social reforms emerged over political party-lines and the organized working-class gradually abandoned internationalism in favour of nationalism.

One can say this in another way: the concept of urbanization had gotten a qualitative meaning.
Urbanization was not merely referring to the masses of immigrating land workers pouring into towns, but to the measurements activated to shape a functioning society based on the belief of a new culture, the life of the modern city as we still basically understand it today. And all this resulted in a renaissance of urban self-consciousness in European cities. The “mature” industrial and urbanized society saw its chance to take back something of what had been lost during the economic revolutionary decades of the 19th century, and to bring the further development firmly down on local ground. This endeavour resulted in an awareness of “place” and a rediscovery of the parochial as a resource.

This is also one of the reasons why Art Nouveau became a provincial movement. I will in the second half of this lecture talk about Berlin – and great cities always make great examples, and great exceptions – but to some extent Art Nouveau or Jugend-Style, as an architectural expression of urban society, was a movement for mid-sized regional centres in Europe; in Catalonia, Scotland, Livonia, Bohemia or Bukovina. Longing for being European and modern and having a centralizing importance – Art Nouveau offered a new language for many of these regional centres, who could no longer hide their artificial composition – be it political, social or ethnical.

Nevertheless, attempts to stress the importance of Art Nouveau as an expression of the great ideologies of the time overlook one obvious point: Art Nouveau was a movement within capitalism, depending on capitalistic inventions. The style became partly connected to the “Nouveau Riche”, wealthy urban bourgeoisie industrialist, but also as a public style for new companies and novel organizations. One could say that the style served as an aesthetic vehicle for a middle-class vision of economic liberalism, prevailing through the whole 19th century – namely the vision of “harmonious competition”.


It was a recurrent theme in all liberal reforms, to promote a class-less society without class-struggle; and an urban environment that was neither revolutionary nor hostile to progress. The stance was congenial expressed in a text by Georg Simmel in 1903 called – “The Sociology of Competition”. Competition has an incredible synthetic power, Simmel wrote, because it is a struggle about man, and hence about recognition and encouragement. The more liberal society gets – and not only within the realms of economy and politics, but within family, association, church and education – the more will the formation of society depend on competition.
Socialism will fail to promote these characteristics, because individual endeavour is there restricted to common interests. And where the individualistic principle cannot flourish, competition will remain undeveloped. The same goes for societies structured on estates or guilds. Where the individual “chance” is hold back in favour of mechanic equality, the synthetic power of competition will grow weak.

The “European moral”, Simmel wrote, is much more accepting towards competition than any other form of antagonism. The reason is that the harshness of competition takes place with the full knowledge that the counterparts do not actually want to “hurt” each other. It is pure objectivity in action, which does not involve the “persons” themselves – thereby allowing the counterparts to form a “cultural unity” of dynamic practice.

The money-spinning character of Art Nouveau suited the material mind-set of the time perfectly. It had a rumour of having revitalizing effects on local economy. With the fresh aesthetic expression, weak industries and branches of handicraft were provided with new motivation. The form could in the most successful examples, serve as an amalgamation of commercial relations, where contacts were made between architects, artists and merchants who wanted to attract the customers with great purchasing power. For contemporaries, the most obvious use of Art Nouveau was in commercial context, as modern decoration of shops and stores. The commercial exploitation of the new style was also one of the most reliable channels to spread it all over the world.


3.
Another way that Art Nouveau was spread was of cause through exhibitions. Even if this occurred very uneven in European towns, the attention that Art Nouveau got through exhibitions, made the style partially into a play, a theatre, a staged attitude – adoptable both for democratic hedonism and bourgeois pleasure-seeking.
The exhibitions mirrored the liberal market in every aspect; if harmonious competition was the vision of the autonomous producers and sellers in the capitalistic economy, the exhibitions were fashioned as “peaceful combats” where manufacturers and industrialists from different countries could compare their level of achievements. On the trade exhibition in Berlin 1896, Simmel wrote that differentiation and plurality was necessary elements of modern psycho-social existence. No other revelation in modern life come closer to satisfy these necessitate of diversity and multitude that the aesthetics of market goods shown at the great exhibitions.

In fact, Simmel saw a straight line between the exhibitions, the department-stores and the city as a whole. It was now possible for the whole modern world to be concentrated on one single place. The city has become a copy or a sample of markets all over the world. And the greatest efforts were made to give attraction to the vulgarity of the single objects. The department-store, as a distinct symbol of urban economy, cultivated social distance.
In the department-store, the sales-clerk was quiet, conformed to the method: “Look today, buy tomorrow!” Instead a price-tag had slipped in between the customer and the seller, replacing the actual personal encounter and the discussion about quality and cost.


The relationship between human beings became objectified; the relation instead “grew into the merchandise”. In the monetary, urban world this process had gone so far as to give the consumer-product a life of its own.
Simmel thereby touched upon factors that had accompanied all the exhibitions of the late 19th and early 20th century: mass-production, prefabrication and mass communication. That Art Nouveau would make contact with mass-production was inevitable. Few commercially successful designers and manufacturers ever equated with the romantic vision of William Morris, in which one craftsman would see the pieces through from start to finish. The most successful workshops in Paris, Vienna or Berlin combined traditional craft techniques with organization on an industrial scale. In this way a certain degree of exclusivity was preserved, but at the same time a broader market could be reached.

It is interesting that the emerging style of Art Nouveau took place at the same time as the rising of middle-class organizations all over Europe, not exclusively in opposition to socialism and the working-class movement, but as a protectionist movement, combating the forces of large-scale industrialists. Art Nouveau had indeed high-lightened the intense conflict between value-production and mass-production, at the same time as the style nourished from the divergence between the two. But at the same time Art Nouveau represented enfoldment and technical innovation and the bourgeoise’ emphasize of constant development – and the movement was thereby price-given to the circulation of the market.


4.
Art Nouveau was, like any other modern movement, also political, but political according to a hidden agenda of economy and aesthetics, difficult to grasp and never summarised in statements or programs. Let me hang on a while to the phenomenon of exhibitions around the turn of the century – and take an example; not the Paris-exhibition this time, but the exhibition in Riga the year after, in 1901. For Art Nouveau was dominantly present in the Riga exhibition. It was even more important what profile the style received in this particular environment and how it revealed itself on local ground – than that it had renewal potentials.

I said that Art Nouveau was crypto-political, and this point of view is adaptable on the occasion, in a way we all well recognize today; namely politics dressed-up as “festivalisation” and “cultural spectacle”. The Riga-exhibition was a Baltic-German anniversary-exhibition to celebrate the 700-year foundation of the city. The Latvian press instantly stated that they would have nothing to do with the manifestation, since it only addressed a minority of the city inhabitants. But a party is a party, and it was obviously difficult to hold back 400.000 inhabitants of this booming Baltic metropolis from having a good time due to suspicions of propaganda. For propaganda it was. The anniversary jubilee provided an occasion for the Riga German community to profess publicly their support for the economic policy of the Russian imperial government. And they did so by showing both the rooted tradition of German trade and enterprise, as well as the elaborated form of future industrial prosperity.
The exhibition area was separated between the forty pavilions on the old demarcation-line facing Riga Esplanade and the north-eastern suburbs – and the old town, which was used as scenery for historic spectacles.

In a speech on the opening ceremony of the first day of the exhibition, Karl Lovis, professor at the Baltic Polytechnical Institute, emphasized that “…the development of a country’s industry is unquestionably dependent upon measures and laws enacted by the government.” And that this was something which recent history had fully confirmed in Riga. The Russian government had since the 1890s pursued policies which directly encouraged the development of industry in Riga. This also had a tremendous side-effect for smaller manufacturers and artisans and resulted in a prosperous network of commercial partners both within the Russian Empire and with Europe.
The paradox of Riga was this: the same government whose Russification programme had had such devastating outcomes on administration, law, higher education and schools for the Baltic German community followed economic policies which were materially extraordinary beneficial to that minority. In fact, the economic bonds served to reinforce the German loyalty to the empire – and the other way around: the imperial government needed the Riga Germans in control of the city: to commence the economic modernisation and to prevent social disruption. On this rather shaky ground, the Baltic Germans wished, as the traditional representatives of Riga, to be the model of economic success and reliability on the outmost western boarder of the Russian Empire.
Not everybody, not even within the Baltic German minority welcomed this overwhelming emphasize on material prosperity, investments and commercial activity. A more conservative writer like the politician and historian Julius Eckardt, lamented that the ”material interests” was conducting an increasingly dominant force in societal changes, and that the feeling for the traditional urban community of Riga was dissolving.

The role the exhibition played in the city’s further development was tremendous, not least for the building-industry and architectural projects. As I have shortly mentioned here, and Jeremy Howard has analysed in an essay some years ago, features of Art Nouveau was primarily attractive for a new elite in Riga – leading industrialists, publishers, lawyers and banks and insurance companies. Art Nouveau offered a tool for every desire: to be modern, representative and to signalize a belief in loyalty and progress. And as an expression of the market, it did not “belong” to any specific group anymore, national, ethnical, commercial, but precisely because it was modern, it composed a mixture of different strivings of the time.

5.
For the second part of this lecture – I want to change the time just slightly, but the setting completely:
It is a Sunday morning in January 1903 and the Count Harry Kessler comes to visit Georg Simmel in his apartment in Berlin. The purpose was to discuss the foundation of the New League of Sucessionist Artists in Germany (Deutsche Künstlerbund), an organization in clear opposition towards the mainstream of historicism and monumentality of the time, and with a purpose to give art back its freedom. Kessler and Simmel were at this time highly ambitious and successful men within their different fields. Kessler had been head-hunted as Museum-Director and head of the Nietzsche-archive in Weimar. He was a man of wealth, a patron of the arts, diplomat and personal supporter of the Belgian architect Henry van de Velde, who had completely redesigned Kesslers bachelor-apartment in Berlin 1898; where Kessler held soirees considered to be the events of high society in the German capital. Simmel worked as a lecturer at the Berlin University. Later that year, 1903 he held a lecture at the great city exhibition in Dresden titled “The Metropolis and Mental Life”, one of the most important texts of future urban sociology. Both Kessler and Simmel belonged to the founding-committee of the New League of Sucessionists, along with the painter Max Liebermann and van de Velde.

Kessler writes about this visit in his diary: “Simmel lives like a Barbarian, but he doesn’t know it, with a gloomy, petit-bourgeoise furnishing … only a few Japanese wooden pieces and some photographs moderate the impression. He gave me a strange proof of his art knowledge in that he showed me a Tanagra-figure and supposed it was a piece from the 6th. o 7th. decade (B.C). As I pointed out the free, irregular form, the fixed posture etc to him, and said that this was not made before 300 B.C – he was quite astound.”
What perhaps seems like a minor flaw of historical inaccuracy on Simmel’s account – receives the following devastating judgement in Kessler’s diary: “I feel that a man who lives at ease with himself in such an environment, and who is so ignorant in the matters of art, is just on a complete different path towards a new culture than I am. I think it’s not possible to work together with him. He will simply hold me back.”

In this brief encounter, we can find traces of a variety of conflicts and discords within not only the artistic and intellectual environment during the time, but in society as a whole. We have the break-down of a unifying value-system, a canon of knowledge that had been the pillar in education and customs – what in German was called “Bildung”. The speeches of Cicero, the letters of Paulus, the compulsory lessons of Latin-grammar, or the proper appreciation of a Tanagra-figure for that case – helplessly eroded as uniting foundation of the educated classes.
The humanistic disciplines, the men of letters, were on defensive. Both art and philosophy were forced to work on the surface, frustratingly blocked from having any enduring importance on the scientific community.
Due to the landmarks of physics and science, microbiology and electromagnetic waves, even the secret dreams of metaphysics had come true thanks to technical development; the upheaval of time and space, and sovereignty over one’s own body. Due to this gradual lost of a canon, and due to an economic reality that encouraged differentiation, a plural society emerged. Not surprisingly, but consequently, there was an increasing interest in the question of “values”; for ethics and aesthetics as fundamental substances for authentic human individuality.

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Before coming back to Kessler, Simmel and the intellectuals of the time – I will first say something about the preoccupation with individual values: Around 1900 the thoughts of transformation and break-up dominated European societies. History and future did not for that reason stand in opposition to each other, but existed rather side by side, as parallel modes of authority. It was, still, the age of Historicism and history had an enormous impact on the climate of ideas. Consequently it served both as a model for legitimacy as well as a springboard for radical ruptures. A vivid awareness of the past has a slowing affect on mentality and culture. The intellectual composition of the time thereby reinforced the uncompromising break between inherent knowledge and values – and the rational, technical and demanding objective world.

It was an important precondition for the Art Nouveau-movement, that society was conceived of as divided, and that technology had won a position as a self-determining force. Modernity was something preferably taking place “outside”; in domains almost independent of the human will. The culture of man was gradually replaced by the culture of things. The question, not least within humanities and philosophy, was how to restore or find a new platform for unity and exchange. And one of the most cherished and promising platforms for this restoration was art.

The problem of “individual value” was absolute central for Simmel – and the same perspectives about “separation”, “differentiation” and “distance” of individual life reappeared in his sociology as well as in his aesthetical analyses. “Culture” had for Simmel an undeniable material significance. Even the most banal objects of every-day life became parts of a cultural world as people possessed and used them.


But during the processes of modernization, the world of “objective” culture had an advantage over the “subjective” culture of individuals. The individual capacity to personally incorporate the material realm of culture could no longer keep up an even pace with technical, productive and economic development.
The much slower evolvement of the inner life of the modern individual – was also the reason – to use Simmel’s words – for the contemporary “tragedy”: that the world of technology and invention, commerce and markets always seemed to be so much richer, so much more novel, diversified and interesting.
Aspects of “cultural consumption” would thereby grow in importance, he foreseen, and specific “life-styles” would develop out of the acquirement of material goods. Simmel was not alone in sensing a severe threat towards individual values and internal bearing due to the restrictive preconditions of modern society – and due to the cold-blooded rational precision that money-economy prescribed for social relations.


6.
A few weeks later in this first winter-month of 1903, Simmel payed Kessler a social call. He had just gone to see the latest exhibition by Eduard Munch in Berlin. “Now I finally know what he is trying to express”, Simmel told Kessler: “The fear of life. Munch is aesthetically capturing a non-aesthetical judgment, the escape of man into himself. Modern life is forcing itself upon human beings so violently, that they are about to lose their minds. Everything becomes socialized; objective, technical – and the individual cannot breathe under this burden. This is also what Ruskin meant when he raged against the machines. The mechanization is this hostile element penetrating the personality; it is ruling us nowadays, instead of being ruled by us.” Kessler refers further to this interpretation in his diary: “Simmel meant that the situation could change though; in that the development was taken to an extreme: that technology and mechanization became so internalized that you didn’t notice it anymore, that it became a undivided part of being human, and thereby invisible. It was from this point of view, that he didn’t like van de Velde…”.

Why did’t Simmel like van de Velde?
Well, even within the founding-committee of the New League of Sucessionist Artists in Germany there existed divergent opinions on what art could accomplish for contemporary society. For Kessler and van de Velde art must be a part of life promoting a complete reform of life’s environment. For Liebermann and Simmel art should be left to its own; as a sanctuary, as a compensation for a lost completeness in life. Art Nouveau was in this respect, with Simmel’s worlds, only another object of culture, an artistic asseccoire of consumption , who was bound to be draw into the realm of consumable attributes for the “style of life” – which the market restlessly placed at the disposal of the modern individual.

A couple of decades later, Simmel seemed to have been proven right in his reserved attitude towards the new style, at least for the German case. The journalist Karl Scheffler wrote shortly after the Second World War, that the “Germans that are young today, do not easily understand the resistance that the Jugend-Style promoters ones had to face. … When they spoke about a “New Style”, they thought of nothing less than a changed world, with new behaviour and a new ethos. (…) But the more they strived to a general reform, the more they were locked up in interior arrangements”. The need of a new perception; a turning away from the norms of bourgeoisie life, had united the Jugend-Style artists. But they wanted more than anything else to set their own aesthetical values in their immediate personal environment – as expression of their distinctive, unmistakeable individuality.

The movement had obvious contradictory facets, which means that the study of Art Nouveau offers a fascinating insight into the sometimes schizophrenic mind-set of the age. Through the style it is possible to discover at least some of the fears, anxieties, hopes and dreams of the turn-of-the-century society.

And, as I said before, the profile and extension of Art Nouveau was very much a question of where it settled; on the local context. Why Art Nouveau in Berlin was observed by contemporaries as an interior style has its reasonable explanations. The profile of societal influence and power in Berlin was at the end of the 19th century an unhappy mixture of royal residence, court and military city – and a city of the new industrial middle-classes.
Royal monumentality had occupied the public space of the urban fabric – its squares, its gardens and buildings of representation to such a degree that what was left for the bourgeois and their contracted entrepreneurs and architects to design was located in fashionable suburbs – or the interior of houses and apartments.
Technical development around the turn of the century had further more promoted this process.
With the suburbs and an extensive regional train network the city had turned into a mega-conglomerat, the forth largest metropolis in the world. Mark Twain who visited the city at this time noted that he one day saw two men lifting their hats when they meat on the street. Twain concluded: “So there are at least two people in this city who knew each other since previous!”

Another aspect to consider was the spreading of the telephone. The picture-of-life reporter Edmunt Edel wrote about the saturated social atmosphere in “Neu-Berlin”. Since people hardly ever bumped into each other in the city, the telephone had developed into the essential instrument for arrangements, social gatherings and dinners. The social life of the prosperous urban middle-classes was an in-door-life, where friends and business-partners were invited to share the atmosphere of intimate representation and aesthetic taste.

These intimate, interior settings were Simmel’s own favourite scenery for the short satirical pamphlets he wrote anonymously or under synonym in the Munich journal Jugend shortly before 1900. [omslag, Jugend]
One of those had the title: “Money alone doesn’t make you happy”, where Simmel played with his own serious and opaque thinking on the “Philosophy of Money”. Money cannot create individual values, and it cannot create a universal ethical system. In the modern metropolis there are no ethical ideals – because of the plurality of orientation – only aesthetical ideals. With this rather pessimistic reference to the central chapter in the “Philosophy of Money”, Simmel proved to be deeply involved in the contemporary aesthetical debate, and the meaning of art, design and architecture discussed for example in the book by Peter Behrens, “Feste des Lebens und der Kunst” from 1900. Behrens there wrote that “every form is just one of many symbols of the internal life … every genre of expression and design is a necessary statement of the mentality of a time-period, the appreciation of existence in society…”.

Simmel , being both a relativist as well as an evolutionist, did however not see all too gloomy on the mental life of urban mortals. Due to modern socio-cultural development human beings had gained an exceptional freedom, unheard of in traditional, rural society. In fact, “true” individuality could only evolve in modernity. Indifference and individuality were inseparable from each other since both factors were essential to the creation of “social roles”, without which urban inhabitants could not function together.

Simmel refused to state a final judgement on good or bad in contemporary society, or to declare a prophecy of what the future might bring. Every modern individual, he wrote on in an essay on Schopenhauer and Nietzsche in 1902, must consider this though: We cannot stop evolution. And in the evolution of society, the struggle will never be quite settled between social democracy and nietzscheanism. Either, you commit yourself to the strivings of rising the level of mediocrity in society – or you acknowledge that the development of man will be measured according to a few, outmost examples, of the human spirit. Either, you let the division of labour and leisure-time comforts provide you with the freedom, and the market with the objects, you need to fulfil your innermost personal wishes – or you rise above the habitual ease of modern existence, and follow your on laws of beauty, vitality and moral structure. But this only a few will achieve, the ones that endure to stand all alone – and thereby, Simmel remarked – they will be of no interest for the discipline of sociology.


Conclusion and outlook

I have almost reached the end of this journey into the intellectual and societal mind-set of the time. What remains are some summary reflections and a couple of concluding remarks on the contemporary preoccupation with Art Nouveau.

I have taken Simmel as my cicerone since his thinking is so very much marked by the currents of the time. He does not primarily discuss structures of power, large scale processes or institutions, but his interest was set on the level of human relationships; where conflicts and negotiations always resulted in new circumstance, and new creations. The turn of the century demonstrated in every field this extraordinary longing for synthesis; for reconciliation and a new beginning. In this respect, Art Nouveau established itself for a short period of time as an instrument of reform, located between various fields of society: art, science, politics and economy – but still as a manifestation of what characterized this society; namely its commercial foundation.

With modernization around 1900, the awareness and acquisition of time and space became much stronger bound to the development of technique and economy than ever before. Transfer, acceleration and the overcoming of natural distances changed the individual art of perception as much as it changed the empirical knowledge of society. But there are no such thing as technical and economic change in itself – in the meaning of abstract forms of facts and construction. Today, Simmel’s dream of the complete internalization of technology has largely come true – we are through and through technical creatures, integrated machines; and the innovations that we buy and connect to, are as “invisible” as they can be, since they must come in “cultural disguise”, so to speak – as a package of meaning – and be restlessly locked up in every-day, routine behaviour of individuals to acquire importance; – social, symbolical as well as aesthetical importance.

This is also, I would argue, a likely reason why the interest in Art Nouveau has grown so strong during the last decades. We are aware that we are living in a decidedly consumist and capitalistic environment, and fully understand that commercial enterprises are a large part of our individual lives. Since this is partly a relentless and not even rational reality, the desire to provide it with at least beauty and superficial vitality is a necessary feature of economic endeavour. One of the more fascinating paradoxes of Art Nouveau was exactly this longing to combine and fuse contradictions: the acknowledgement of the dependence of material existence – and – at the same time, to stage this fabric full of mythical features – of transcendence and belonging.

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Lecture held at the exhibition "Architecture 1900" at the Stockholm Museum of Architecture, 2005.

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