2025 · Creator & co-founder · Developed with Portfolio Magazine
People at work.
Working Class opens the city’s studios, workshops and rehearsal rooms for short visits to watch people work. I created the concept and developed it with Portfolio Magazine. The Tel Aviv pilot sold out without paid media.
A reason to meet
in real life.
People spend hours watching someone make something on a screen. Meanwhile, the city is full of people doing remarkable work behind closed doors. Working Class opens those doors: buy a ticket, step inside and spend half an hour watching a real process unfold, from making chocolate to a theatre rehearsal.
I developed the format with Portfolio Magazine around a simple exchange. Visitors get an accessible way into the city’s creative life. Creators gain ticket income and new audiences while doing their existing work. Shared attention gives people a way to be together, without having to arrive with friends or make small talk.
From concept
to a sold-out pilot.
Together, we curated 25 creators and launched a ten-day pilot in Tel Aviv. Tickets sold out within days. Coverage across national television, press and social media brought the idea to a wider audience with no paid media spend.
In our survey of 100 ticket buyers, 95% rated the experience four or five stars. All creators in our feedback survey said they wanted to take part again.
What visitors said
Visitors talk about the people they met and the work they watched.