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Boris Schatz (1866 – 1932) had a revolutionary vision. He believed that the creation of a new modern Jewish visual culture would become a major force to both articulate a Jewish national identity and sustain the Zionist enterprise. In 1904 he approached Zionist leader Theodor Herzl with the proposal to establish a national arts and crafts school in Palestine and got his blessing. Tragically Herzl died later that year, but the Zionist leadership in Vienna assumed responsibility for the project and its funding.