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Simply Tel Aviv is the Heskia-Hacmun 2010 art project.

The city of Tel-Aviv recently celebrated its 100 anniversary. It is Israel’s biggest metropolis, vivid, full with residential, commerce, culture and art centres. Tel Aviv is characterized by an open-minded, free and independent atmosphere, as the city gained its reputation worldwide. The beaches and the promenade, many restaurants, cafes, bars and a rich nightlife make Tel Aviv attractive for tourism and vacation. Tel Aviv is considered as the business centre of Israel also in the international arena and is maintaining its unique character of freedom and tolerance in the eyes of many.

Our office Heskia-Hacmun has been situated in Tel Aviv since its foundation in 1998. In the summer of 2010 we moved into our new offices by the sea. We are here:

Photograph: Yael Argov

Simply Tel-Aviv, the Heskia-Hacmun 2010 art project, shows artworks that epitomize characteristic moments of Tel Aviv. The art represented here is stimulated by the personality of the city and not less importantly reciprocates in returning creative energy that makes Tel Aviv such a vibrant city. The various faces of the city are being expressed in different styles and techniques of photography and painting.

Four artists were chosen for this year's project, Dana Goldberg, Ronen Akerman, Johanan Herson and Raphael Perez. The chosen pieces are printed on the attached cards. The Heskia-Hacmun art project encourages creativity and original artwork as part of its business agenda aiming to enrich Israeli society.



1. Dana Goldberg strolling with a camera

Dana Goldberg studies at Bezalel academy of arts in Jerusalem, and misses the joy and freedom atmosphere of the streets of Tel-Aviv. Strolling with her camera in Tel-Aviv, she met little Rona Ozeri who helped her capture a photo with the unique atmosphere of the city.

Other artworks of Dana Goldberg



2. Ronen Akerman presents fitness training

This is a picture from a series under the topic sports, effort and physical power in Tel-Aviv. The photographer Ronen Akerman (1963) pictured people in movement and action while emphasizing the aesthetic and the physical.

Other artworks of Ronen Akerman



3. Johanan Herson White City / Colourful People

White City / Colourful People (acrylic on canvas) is one of the artworks from the series White City shown at Gebo Art Space, in the exhibition for the Tel Aviv 100 years celebration. The artist Johanan Herson reflects in his paintings the colourful creativity and free energies of Tel-Aviv and its people.

Other artworks of Johanan Herson



4. Raphael Perez: Naïve drawings

Raphael Perez (1965), painting (acrylic on canvas) from a naïve style series, in which the artist drew central symbols and locations in Tel-Aviv, in his happy, colourful and unique way.

Other artworks of Raphael Perez


  Previous years  HH Art Project





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