The Designers Behind the scenes

As part of the Edmond de Rothschild Design Award deep commitment to fostering and promoting excellence in local design, a collection of promising young designers participated in crafting this year’s exhibition and catalog design, alongside a unique lapel pin presented to each award nominee.

The visual identity for the Visual Communication finalists’ exhibition “What Now?” was created by graphic designer Sapir David. After being selected to design the 2024 Award open call for submissions campaign, she was invited to develop the exhibition’s graphic language and annual catalog, building upon the award’s original branding created by designer Noa Schwartz. The brief called for an elegant connection between the exhibition concept focusing on ‘mind mapping’ and the catalog’s content, which includes photographs of the shortlisted designers’ workspaces and their adaptation into collages.

“My goal was to create a graphic language that would unite both elements under the same umbrella. I began exploring mind map visualizations and focused on layering – represented through transparencies.” She chose to complement the layers and transparencies with a sketch/tracing paper texture that echoes the processes of thinking and developing graphic sketches. Subsequently, it was decided to incorporate actual tracing paper in the catalog, creating a unique and memorable tactile experience.

Tal Yitzhaky, a graduate of Shenkar’s Industrial Design Department and alumnus of the Edmond de Rothschild Foundation’s Professional Development Program, was chosen to design the ‘What Now?’ exhibition space, showcasing the finest works of the Visual Communication award finalists. Yitzhaky notes that one of the significant challenges was the variety of formats and quantity of exhibits – nearly 100 works, including illustrations, typography, branding, video works, books, and even sculptures – displayed through various media and requiring unique considerations for each piece, along with substantial electrical requirements.

“I’ve always loved thinking about large spaces and possibilities for human interaction within them. It was exciting to see at the opening event how the exhibition invites people to touch and engage, rather than being the kind of exhibition where people walk around with their hands in their pockets.”

“The exhibition is designed to encourage movement through the space, without distinguishing between beginning and end. The movement in the gallery echoes the question posed by its theme – ‘What Now?’. It was important for us to maintain this question mark in the design of the display elements, whose layout in the space creates an interrupted circular movement. The central concept guiding the design was the personal wandering path of each finalist – creating a leading line from one work to another by the same designer, as well as a general exhibition wandering path, like walking through the local field of visual communication.”

‘What Now?’ exhibition is on display at the Rosen Shenkar Gallery until January 18, 2025 Opening hours: Sunday and Tuesday 10:00-19:00 and Thursday 10:00-21:00

Exhibition Curator: Tom Kohen Graphic Design: Sapir David | Exhibition Design: Tal Yitzhaky | Catalog Concept, Photography and Editing: Maya Tavor

Photograph: Amnon Horesh