In March 2016, with the opening of the chain’s Tel Aviv hostel, a frame was installed on the front of the building intended to be used as an advertising space. In a short time, the area became an external platform for presenting art and design with social and community messages, which are an essential part of the tourism activity of the Abraham network under the model of ‘Sustainable Responsible Tourism’*.
The giant poster, measuring 10 x 15 meters, changes every few months in order to take advantage of the unique and central location as a stage for art with various community and social aspects, with a distinct emphasis on the values of tolerance, equality and freedom of creation and expression.
The posters are created out of collaborations between Abraham and local artists and designers, and express a common point of view for the creative artists and the network regarding what is happening in Israel.
* Sustainable Responsible Tourism: fair tourism that in its very existence strengthens the local population (especially the workers and small businesses), and promotes tolerance between populations in conflict.