Magazine
Freshpaint Fair as an artistic gateway. Interview with YAEL JACOBS, Assistant Curator & Manager of Fresh Design
Freshpaint Art Fair 2025 is taking place from May 21 to May 26 at the Kremenetski Technical Center in Tel Aviv. In the lead-up to the fair, the editorial team of DI Magazine met with Yael Jacobs, Assistant Curator and Manager of Fresh Design, to learn more about the story behind the fair, its significance in Israel’s cultural and artistic landscape, what’s new in this year’s edition, and other fascinating insights behind the scenes.
Freshpaint in Tel Aviv, Israel
Yael Jacobs, Assistant Curator & Manager of Fresh Design
Yael, first of all, thank you for joining us. Let’s start with the big picture—what is the essence of Freshpaint?
Freshpaint is truly a one-of-a-kind initiative. It’s a platform built entirely for Israeli artists and designers. There is nothing else like it—nothing that focuses exclusively on Israeli creatives. It comes from a deep place within us, a need to create opportunities and bring the Israeli creative community together.
The fair consists of several parts—the Greenhouse, the Art Projects, and the Design section. Could you walk us through each of them?
Let's start with the Greenhouse. It is the heart of the fair. It’s where we started, and it's still our most important and proudest component. It’s exclusively for professional, independent Israeli artists—those not represented by galleries.
Every year, we issue an open call in September or October. Thousands apply. A completely anonymous jury—composed of professionals like curators, gallerists, and museum directors—reviews the submissions. No names, ages, or personal info. Just the art.
From those submissions, around 90–100 are shortlisted. Then our artistic director Yifat Gurio and art curator Raz Shapira conduct interviews and studio visits. Eventually, 40–50 artists are chosen. This year, we have 48. We guide them through several months of preparation leading up to the fair.
What about the Art Projects?
Other than that, we have art projects and galleries. This thing has evolved through the years. It started as a gallery section, where galleries just rented spaces and did the show. And then, in the past few years, it's more art projects. The idea is the following: as long as artists cannot be in the Greenhouse more than once, they have an opportunity to come again as a project. So, they come with a curator, who's actually making an exhibition for the fair.
We also want to give an opportunity for schools and academies to be part of the fair and to welcome young students who are just coming out. This year, we’re collaborating with the textile department at Shenkar. They rent a space where three of their young alumni will exhibit their work. It’s a wonderful opportunity for emerging talent that might not otherwise get this level of exposure so early in their careers.
Tell us, please, about the Design section!
Fresh Design was added since the sixth edition of Freshpaint—so it's been a decade now. It came about because designers saw what the fair was doing for visual artists and wanted the same platform.
There’s a selection process, just like with the Greenhouse: designers apply, and a committee of respected curators—including Tal Golani (head curator of Fresh Design), Galit Gaon, Maya Dvash, and Liora Rosin—reviews the proposals. We look for innovation: new collections, new ideas. We want designers to push themselves creatively.
This year, we have 44 designers in 37 booths—from ceramics to textiles, from lighting to woodwork. The designers manage their own spaces, pricing, and sales, but we support them throughout—from December until the fair—with guidance on booth design, pricing, and logistics.
Are there any collaborations with institutions or brands?
Yes! For example, this year we’re partnering with Tambur, a paint company. They’re sponsoring booth colors for all the designers.
Also, we’ve had a long-term collaboration with Tollman’s. We sell Israeli art and design through Tollman’s Dot and in their five showrooms. Tollman’s House, which opened recently, is a stunning 4,000-square-meter showroom where we currently display almost 200 artworks. We also offer personal art curation for clients, architects, and designers through that partnership.
Can you share some highlights from this year’s fair? Any personal recommendations on what is a must see?
Definitely! For example, Elia Bloch, a recent glass graduate from Bezalel, is presenting both as a designer and the greenhouse. She’s showing stunning glass-based light fixtures and art pieces. Then there’s Guy Megides, a textile artist who creates intricate baskets using netting techniques—her color sense and graphic flair are extraordinary. Also Omer Levy, a lighting designer from HIT, is bringing fresh perspectives. It’s such a diverse and exciting mix this year.
And don’t miss ABS Project by Avi Ben Shoshan — his ceramic work is inspired by Israeli architecture and includes pieces like Hanukiahs and mezuzot. Studio Cotta is collaborating with tattoo artist Eden Kalif on an installation of 365 ceramic plates forming a mural—each purchase removes one plate, transforming the piece over time. And then there’s Melting Objects—a collective making hypnotically scented beeswax candles that look like molten lava. It’s mesmerizing.
Every year, we also feature special projects. For example, this year Gome Alon, one of our Greenhouse artists, will paint a large-scale mural on the wall of a building outside the fair. We’re also presenting a digital project by Ori Schifrin addressing the topic of kidnapped individuals—this includes a large screen and an adapted physical installation.
That’s incredible. Do you think Fresh Paint truly opens doors for creatives?
Without a doubt. The Greenhouse is a proven launchpad—many well-known Israeli artists began there.
Can you give any advice for the artists or designers who want to apply?
Apply! Don’t be discouraged. Especially in the Greenhouse—it’s anonymous and based purely on the work. Some applicants get in after trying two or three years. It’s competitive, yes—but fair and encouraging. Keep on trying.
Yael, the last but not the least, tell us about your fantastic team.
We’re a team of 10 brilliant women. Strong, talented, committed. It’s a small team pulling off something massive. I’m incredible proud to be part of it.
Interview by Nadia Kraginskii and Olga Goldina for DI CATALOGUE
Fresh Paint in Tel Aviv https://www.freshpaint.co.il/