There's a feeling that the merchandising in the mall has come to exhaustion.

I would like to offer a new perspective on the public space; how is the moving-through space-individual experiences it, and particularly in the street, which allows unique situations and interactions, foreign to a mall. What is the relationship between living as an individual and the space that exists around? What is the new space born out of our cultural-change?

Arlozorov St. in Tel-Aviv has the potential of an urban, well-functioning street, which in its current state, fails to reach its fulfillment – the current situation does not take advantage of the street's parameters and its central location in the city, to be a real urban street. My vision for this street, is a street which takes its place as a well-located street, while using the value of current street and adding new urban contents, which will lead to a creation of an intense and vigorous urban activity.

I chose to concentrate on the street's first segment, which is the continuation of Al Parashat Drachim St. (literally: on a cross roads), which was called so, not for nothing, as the entrance to the street is not the entrance to the street itself but as an entrance to the city.

In this place, I'd like to create a new entrance to the city, which will draw the people inside. I characterize the place as a joint-point, as the place standing between the "new Tel-Aviv and the "Old Tel-Aviv".