The caesura of the First World War not only changed Innsbruck economically and socially, but also gave the city a new appearance. The visual arts reinvented themselves after the horrors of war. The classicism of the turn of the century was the architecture of a bourgeoisie that had tried to imitate the nobility. After the war, many citizens blamed this aristocracy for the horrors on the battlefields of Europe. Even before the war, sport and the phenomenon of leisure had become the expression of a new bourgeois self-image in contrast to the old order determined by the aristocracy. From now on, buildings and infrastructure were to serve every citizen equally. Aristocratic virtues and interest in classical antiquity had lost their lustre within a very short space of time.

The architects of the post-war period wanted to distinguish themselves from previous generations in terms of appearance, while at the same time maximising the functionality of the buildings. The end of the monarchy is reflected in the simplicity of the architecture. Lois Welzenbacher wrote about the architectural aberrations of this period in an article in the magazine Tiroler Hochland in 1920:

"As far as we can judge today, it is clear that the 19th century lacked the strength to create its own distinct style. It is the age of stillness... Thus details were reproduced with historical accuracy, mostly without any particular meaning or purpose, and without a harmonious overall picture that would have arisen from factual or artistic necessity."

Neue Formen der Gestaltung wie der Bauhausstil aus Weimar, Hochhäuser aus den USA und die Sowjetische Moderne aus der revolutionären UdSSR hielten Einzug in Design, Bauwesen und Handwerk. Die bekanntesten Tiroler Vertreter dieser neuen Art und Weise die Gestaltung des öffentlichen Raumes waren Siegfried Mazagg, Theodor Prachensky, Clemens Holzmeister und Lois Welzenbacher. Jeder dieser Architekten hatte seine Eigenheiten, wodurch die Tiroler Moderne nur schwer eindeutig zu definieren ist. Mit Bauwerken wie dem Elektrizitätswerk Innsbruck in der Salurnerstraße oder dem Adambräu beim Bahnhof entstanden markante Gebäude, nicht nur in ungeahnter Höhe, sondern auch in einem komplett neuen Stil. Bei aller Begeisterung für den Aufbruch in neue Zeiten spielte auch eine Gedankenströmung mit, die für uns Nachgeborene problematisch ist. Der Futurismus von Filippo Tommaso Marinetti übte nicht nur auf den italienischen Faschismus, sondern auch auf viele Vertreter der Kunst und Architektur der Moderne eine große Anziehungskraft aus.

Der bekannteste und im Innsbrucker Stadtbild am eindrücklichsten bis heute sichtbare Vertreter der sogenannten Tiroler Moderne war Franz Baumann (1892 – 1974). Baumann kam 1892 als Sohn eines Postbeamten in Innsbruck zur Welt. Der Theologe, Publizist und Kriegspropagandist Anton Müllner alias Bruder Willram wurde auf das zeichnerische Talent von Franz Baumann aufmerksam und ermöglichte dem jungen Mann mit 14 Jahren den Besuch der Staatsgewerbeschule, der heutigen HTL. Hier lernte er seinen späteren Schwager Theodor Prachensky kennen. Gemeinsam mit Baumanns Schwester Maria waren die beiden jungen Männer auf Ausflügen in der Gegend rund um Innsbruck unterwegs, um Bilder der Bergwelt und Natur zu malen. Während der Schulzeit sammelte er erste Berufserfahrungen als Maurer bei der Baufirma Huter & Söhne, die in Innsbruck für Großprojekte wie das Kloster zur Ewigen Anbetung oder die Kirche St. Nikolaus zuständig waren. 1910 folgte Baumann seinem Freund Prachensky nach Meran, um bei der Firma Musch & Lun zu arbeiten. Meran war damals Tirols wichtigster Tourismusort mit internationalen Kurgästen. Die vorrangigen Stile waren Jugendstil und Historismus. Unter dem Architekten Adalbert Erlebach machte er erste Erfahrungen bei der Planung von Großprojekten wie Hotels und Seilbahnen.

Like the majority of his generation, the First World War tore Baumann from his professional and everyday life. On the Italian front, he was shot in the stomach while fighting, from which he recovered in a military hospital in Prague. During this otherwise idle time, he painted cityscapes of buildings in and around Prague. These pictures, which would later help him to visualise his plans, were presented in his only exhibition in 1919.

After returning home from the war, Baumann worked at Grissemann & Walch and completed his professional qualification. Unlike Holzmeister or Welzenbacher, he had no academic training. In his spare time, he regularly took part in public tenders for public projects.

His big breakthrough came in the second half of the 1920s. Baumann was able to win the tenders for the remodelling of the Weinhaus Happ in the old town and the Nordkettenbahn railway. In addition to his creativity and ability to think holistically, he was also able to harmonise his approach with the legal situation and the requirements of the tenders of the 1920s. According to the federal constitution of the Republic of Austria, construction was a state matter. Since the previous year, the Tyrolean Heritage Protection Association gemeinsam mit der Bezirkshauptmannschaft als letztentscheidende Behörde bei Bauprojekten für Bewertung und Genehmigung zuständig. Kunibert Zimmeter hatte den Verein bereits 1908 gemeinsam mit Gotthard Graf Trapp gegründet. Zimmeter schrieb in seinem Buch „Unser Tirol. Ein Heimatschutzbuch“:

"Let us look at the flattening of our private lives, our amusements, at the centre of which, significantly, is the cinema, at the literary ephemera of our newspaper reading, at the hopeless and costly excesses of fashion in the field of women's clothing, let us take a look at our homes with the miserable factory furniture and all the dreadful products of our so-called gallantry goods industry, Things that thousands of people work to produce, creating worthless bric-a-brac in the process, or let us look at our apartment blocks and villas with their cement façades simulating palaces, countless superfluous towers and gables, our hotels with their pompous façades, what a waste of the people's wealth, what an abundance of tastelessness we must find there."

Natur und Ortsbilder sollten von allzu modischen Strömungen, überbordendem Tourismus und hässlichen Industriebauten geschützt werden. Bauprojekte sollten sich harmonisch, ansehnlich und zweckdienlich in die Umwelt eingliedern. Architekten mussten trotz der gesellschaftlichen und künstlerischen Neuerungen der Zeit den regionaltypischen Charakter mitdenken.

Nach dem ersten Weltkrieg entstand eine neue Kunden- und Gästeschicht, die neue Anforderungen an Gebäude und somit an das Baugewerbe richtete. In vielen Tiroler Dörfern hatten Hotels die Kirchen als größtes Bauwerk im Ortsbild abgelöst. Bergdörfer wie Igls, Seefeld oder St. Anton wurden vom Tourismus komplett umgestaltet, in Innsbruck entstand mit der Hungerburg ein neuer Stadtteil. Die aristokratische Distanz zur Bergwelt war einer bürgerlichen Sportbegeisterung gewichen. Das bedurfte neuer Lösungen in neuen Höhen. Man baute keine Grandhotels mehr auf 1500 m für den Kururlaub, sondern eine komplette Infrastruktur für Skisportler im hochalpinen Gelände wie der Nordkette. In seiner Zeit in Meran war Baumann schon mit dem Heimatschutzverband in Berührung gekommen. Genau hier lagen die Stärken seines Ansatzes des ganzheitlichen Bauens im Tiroler Sinne. Alle technischen Funktionen und Details, die Einbettung der Gebäude in die Landschaft unter Berücksichtigung der Topografie und des Sonnenlichtes spielten für ihn, der offiziell den Titel Architekt gar nicht führen durfte, eine Rolle. Er folgte damit den „Rules for those who build in the mountains" by the architect Adolf Loos from 1913:

Don't build picturesquely. Leave such effects to the walls, the mountains and the sun. The man who dresses picturesquely is not picturesque, but a buffoon. The farmer does not dress picturesquely. But he is...

Pay attention to the forms in which the farmer builds. For they are ancestral wisdom, congealed substance. But seek out the reason for the mould. If advances in technology have made it possible to improve the mould, then this improvement should always be used. The flail will be replaced by the threshing machine."

Baumann designed even the smallest details, from the exterior lighting to the furniture, and integrated them into his overall concept of the Tiroler Moderne in.

From 1927, Baumann worked independently in his studio in Schöpfstraße in Wilten. He repeatedly came into contact with his brother-in-law and employee of the building authority, Theodor Prachensky. From 1929, the two of them worked together to design the building for the new Hötting secondary school on Fürstenweg. Although boys and girls were still to be planned separately in the traditional way, the building was otherwise completely in keeping with the New Objectivity style in terms of form and furnishings, based on the principle of light, air and sun. In 1935 he managed the project Hörtnaglsiedlung in the west of the city.

In his heyday, he employed 14 people in his office. Thanks to his modern approach, which combined function, aesthetics and economical construction, he survived the economic crisis well. The 1,000-mark freeze that Hitler imposed on Austria in 1934 in order to put the Republic in financial difficulties heralded the slow decline of his architectural practice. Not only did the unemployment rate in tourism triple within a very short space of time, but the construction industry also ran into difficulties.

In 1935, Baumann became the shooting star of the Tyrolean architecture scene and was appointed head of the Central Association of Architects after he was finally allowed to use this professional title with a special licence. After the Anschluss in 1938, he quickly joined the NSDAP. On the one hand, he was probably not averse to the ideas of National Socialism, but on the other he was able to further his career as chairman of the Reich Chamber of Fine Arts in Tyrol. In this position, he courageously opposed the destructive furore with which those in power wanted to change Innsbruck's cityscape, which did not correspond to his idea of urban planning. The mayor of Innsbruck, Egon Denz, wanted to remove the Triumphal Gate and St Anne's Column in order to make more room for traffic in Maria-Theresienstraße. The city centre was still a transit area from the Brenner Pass in the south to reach the main road to the east and west on today's Innrain. At the request of Gauleiter Franz Hofer, a statue of Adolf Hitler as a German herald was to be erected in place of St Anne's Column. Hofer also wanted to have the church towers of the collegiate church blown up. Baumann's opinion on these plans was negative. When the matter made it to Albert Speer's desk, he agreed with him. From this point onwards, Baumann was no longer awarded any public projects by Gauleiter Hofer.

After being questioned as part of the denazification process, Baumann began working at the city building authority, probably on the recommendation of his brother-in-law Prachensky. Baumann was fully exonerated, among other things by a statement from the Abbot of Wilten, but his reputation as an architect could no longer be repaired. Moreover, his studio in Schöpfstraße had been destroyed by a bomb in 1944. In his post-war career, he was responsible for the renovation of buildings damaged by the war. Under his leadership, Boznerplatz with the Rudolfsbrunnen fountain was rebuilt as well as Burggraben and the new Stadtsäle (Note: today House of Music).

Franz Baumann died in 1974 and his paintings, sketches and drawings are highly sought-after and highly traded. The diverse public and private buildings and projects of the ever-smoking architect still characterise Innsbruck today.