I am pleased to announce that my artwork Art beyond Waste is part of a group exhibition held in the Trade Offices of Electra at Rishion LeZion, Israel. Twenty-seven Israeli artists have been carefully selected by curators Ronit Reik and Leora Shavit and were challenged with the theme “Innovation”. This blog is an opportunity to share with you my thoughts behind the artwork.

Various details of my paper artwork: folding, weaving and cutting technique

The innovative idea was to use packaging beyond a pointless product of waste. I took my inspiration from a familiar street scene: piles of carton boxes which contained freshly purchased household appliances. The product is indoors, while the packaging is thrown outdoors on the sidewalks. Disturb by this view I played with the idea of re-using packaging for my art. As a much-needed change of mentality, the idea is to place Art beyond Waste. In my artwork, specially created for Electra, I have used the Electra packaging as my canvas and applied various techniques of weaving, folding and tearing of paper.

From left to right: Avivit Levi-Naim (Marketing manager Electra) Leora Shavit (assistant curator) Ronit Reik ( curator) 

A company as Electra which deals daily with big amounts of packaging waste, can take this innovative thought and implement for example art-prints of Israeli artists on their packaging that customers can cut out, frame and hang in their homes. “Art beyond Waste”, as an innovative, environmentally friendly project that not only reduces the packaging waste but also promotes art of Israeli talents and makes art accessible to many peoples’ homes. “Electra – innovation, because we care!” The exhibition will be running for several months opening half October 2017. As an Electra visitor, you are more than welcome to enjoy the exhibition! The artwork will stay in the permanent art collection of Electra.

part of the image courtesy: Sigal Kolton