An annual summer showcase of the city’s contemporary cultural treasures. It was established as a joint effort of the Schusterman Foundation, the Jerusalem Municipality, and other institutes who shared a vision to position Jerusalem as a Culture Capital and increase its significance to residents by drawing Israeli and foreign visitors and exposing its immense culture and arts creation.
Change perceptions towards Jerusalem, and restore its relevance—both locally and globally. Shift general public opinions linking Jerusalem to conflict (either political or religious) to a new perception of creativity and culture —expressing diversity, authenticity, vitality, and excellence. Additionally, since the season functions as a platform encompassing many events, we needed to establish an “umbrella brand” to unify all activities while still allowing for flexibility.
When creativity meets Jerusalem’s spirit, expect to discover great new things: this unique combination, reflecting our unique nature, served as our brand essence, “Creative Spirit.” The chosen creative solution, “Remix,” expresses the way our season emerges from the rich complexity and diversity of Jerusalem, drawing upon cultural content and events and editing and reorganizing them into a new and distinct season. To express this, we took cameras and photographed anything that inspired us in Jerusalem. Then, we reassembled all the materials, creating colorful collages that express the season’s pulse and spirit and allow the flexibility required for the changing content of the season.