the German Werkbund. As an organization, it was clearly indebted to the principles and priorities of the Arts and Crafts movement, but tending towards the classical in architecture. Members of the Werkbund were focused on improving the overall level of taste in Germany by improving the design of everyday objects and products. This very practical aspect made it an extremely influential organization among industrialists, public policy experts, designers, investors, critics and academics. His work in the early 1900s included a series of exhibition halls and pavilions, a crematorium and some private houses, which show a new direction immediately after his own Jugendstil house, towards exploring simple, rectilinear volumes and classical sources. In 1907, AEG (Allgemeine Elektrizitäts-Gesellschaft) retained Behrens as artistic consultant, and his work for AEG was the first large-scale demonstration of the viability and vitality of the Werkbund's initiatives and objectives. He designed the entire corporate identity (logotype, product design, publicity, etc.) and for that he is considered the first industrial designer in history. He also designed a series of factory buildings for them at their two Berlin factory sites, most famously the 1909 AEG Turbine Factory, at the Moabit site, considered an early example of Modernism. He then went on to design four new buildings at the Humboldthain site, which showed that he was as much interested in massive, bold, classical and picturesque effects depending on the context, as expressing modernity. Since Peter Behrens was a consultant rather than an employee of AEG, he was free to work on other projects, and developed a highly successful architectural practice. In this period his growing office had many students and assistants, some who would go on become leading Modernists, including Ludwig Mies van der Rohe, Le Corbusier, Adolf Meyer, Jean Kramer and Walter Gropius (later to become the first director of the Bauhaus). Immediately after the AEG Turbine Hall, he designed a series of large office buildings in a bold monumental stripped classical form, part of the German Reform Architecture movement. His 1912 German Embassy in St Petersburg, and the Administration Building for Continental AG in Hannover, built 1912–1914 are good examples of this period. After WW1 his work changed again, and like many German architects, he explored the themes and styles of Brick Expressionism. Between 1920 and 1924, he was responsible for the design and construction of the Technical Administration Building of Hoechst AG in Höchst, outside Frankfurt. With