.In continuance to our architectural pop-up cards project: “Building of the city Tel Aviv”, we were thrilled to be commissioned to design another architectural pop-up project; a pop-up card of the Rothschild Center in Tel aviv!
About the Edmond de Rothschild Center
The center is a beautiful building located at 104 Rothschild Boulevard in Tel Aviv. It was founded by the Edmond de Rothschild Foundation, which strives to promote and support young artists and designers at the beginning of their careers. The center presents their work in rotating exhibitions, and offers training programs and personal accompaniment. The center’s activities continue the Rothschild family’s long history of supporting the arts.
On the structure
The special building of the Rothschild Center was designed by architect Yehuda Stampler in 1928. Its design was influenced by the style of the expressionist movement. This style was characterized by a modernist approach that included the use of new building materials and design innovation. In 2015 the building underwent strict renovation and preservation. it is a part of “The White City”, heritage sites announced by UNESCO organization.
About the design process of the pop-up card
As in previous projects we have done, the first step in our work process is research. In this case the research starts with photographing the structure from the outside and inside, in diverse angles. Of course, we also photographed the details that make the building unique, such as its unique tiles inside and at the entrance plaza.
The second step was to design the configuration of the pop-up card. At this point, we examine what is possible, in terms of material constraints (paper). Paper – as a material – has a certain limitation related to the direction of the fibers and the density of the material, which does not allow any desired cutting or folding. After examining the types of paper, folds, and white patterns – we determinate the final configuration of the pop-up card.
The last step was illustrating the details of the structure, along with graphic design of the entire card including texts.
We then prepared a manual prototype white model of the card. And after we carefully examined the card, making sure everything “works” in terms of the pop-up movement and the general visibility of the card – we transferred the files to print and die-cut.
The production process
From the moment the files were transferred to the printing house, we accompanied the production closely and consistently. As this is a commissioned project we pay special attention to quality and details. The accompaniment included color approval at the printing house, checking the quality of the paper, and approval of the die-cut – which is really critical for the pop-up card.
But the most fun was at the end of the process; When we received compliments from our customers – the Rothschild Center – who were thrilled by the the design of the card!
And this is what always excites us anew … (:
Would you like to read more about other pop-up cards projects we designed?
Click here – and read about the collaboration we did with the “Anu” museum, and here too – and read about our series of pop-up cards “Building of the City Tel Aviv” that began as a mass recruitment project at Headstart.