After adorning many streets around the world, the Umbrella Street project has come to Israel: Over 1,000 umbrellas were spread over the heads of passersby, decorating the historic Yoel Moshe Salomon pedestrian street in Jerusalem.
The performance opens the summer season in the city center, and is the opening shot for the 'City' campaign launched by the Jerusalem Municipality and Eden Company.
The Umbrella Street project, which began on the Moshe Yoel Solomon pedestrian street, will continue until October 5. It is aboutAn initiative of Eden, the Jerusalem Central Development Company.
The Umbrella Street project, in which an entire street is covered in colorful umbrellas, has appeared in recent years on dozens of streets around the world: in Portugal, Turkey, Serbia, Germany, Cambodia, and more.
Now Eden has launched the project in Israel in all its glory. The goal of the project is to transform the experience of wandering through the center of Jerusalem into an interactive and lively experience. The colorful and unique installation marks, above all, the return of visitors to the open and inviting urban space.
The magical streets of the Nahalat Shiva neighborhood in central Jerusalem are visited every day by thousands of tourists and residents, who seek to experience a taste of "urban nostalgia" and get lost among the boutique shops, souvenirs, and unique cafes.
The project, which will attract the many tourists who travel in central Jerusalem, will leverage businesses on the Yoel Moshe Salomon pedestrian street and the entire Nahalat Shiva neighborhood.
Ofer Manor, the city architect, says: ""I am proud of Eden for promoting the umbrella project, which will strengthen the city center. This move is part of a comprehensive and broad concept to transform the city center into a vibrant, creative and interesting center, thereby also helping the business sector.".
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