The Reading power station is an important building in terms of the historical value to the city of Tel Aviv and the State of Israel. Further more, it also has an architectural value.
Following the series of pop-up cards we created: “Tel Aviv City Buildings”, and the pop-up card design project for the Rothschild Center, we received an inquiry from the Israel Electric Company. We were commissioned to design an architectural pop-up card of the iconic “Reading power station”! It was on the occasion of the 100th anniversary of the Electric Company!
The Reading power station was first activated in August 1938. This is the sixth power station established by Pinchas Rotenberg. Pinchas Rotenberg was the founder of Israel Electric Company.
The station was named after the second chairman of the board of directors of the electric company – Lord Rufus Daniel Isaacs Reading.
Upon its establishment, the station produced 24 megawatts using 2 generators, thus ensuring electricity supply to the center & south areas of Israel during the Arab Revolt, and during World War II. The station was operated until 1970 and 2 more stations were added to the site.
In 1995, the Electric Company preserved the building. Nowadays, the Reading station site has begun to undergo a strict renovation and preservation process.
The station was one of the monumental buildings erected in the Land of Israel in the 1930s. It was designed in the international architectural style.
The planning department of the Electric Company, which was managed by Alexander Stern, was responsible for the design of the building. There was also the contribution of the architect Clifford Holliday in designing the building.
As part of the “Points of Light” program to preserve the heritage of the Electric Company, the Board of Directors of the Electric Company determined that the Electric Company Heritage Center will be established at the Reading power station. The center will be open to the public and will be connected to the promenade.
The first step in our work process is research. In this case the research started when we visited the Reading Power Station.
We deeply observed the building from all sides. We took lots of pictures of the building from the inside and outside. Also, we photographed the details that distinguish the building. For example, the red turbines, the roof, the staircase, and the details in the entrance space.
The second step was planning the configuration of the pop-up card. At this point, we check what is possible in terms of material (paper) constraints. Paper as a material has a certain limitation related to the direction of the fibers and the compression of the material. This does not allow any cutting or folding we wish for. After testing types of paper, folds, and white models – we finally made it to the final configuration of the card.
Eventually, the last step was illustrating the details, graphic design of the card, and texts.
Then we made a manual prototype of the card. We tested the movement of the pop-up card and the general visibility. After all the testing – we received an approval from the electric company. Then we transferred the files to the print house.
When files were transferred to the printing house, we accompanied the production closely and consistently. Since this is a commissioned project, we pay particular attention to the quality and details. It included approval of color prior to the print process, quality check, and approval of the die-cut.
But there is nothing like the end of the process. Receiving compliments from our customers – the Israel Electric Company – who just loved the card!
We are so thankful for this opportunity! it was such a pleasure!
And that’s the thing that always moves us anew…(:
Click here to watch a short video at our channel.
Click here – and read about the collaboration we did with the “Anu” museum, and also here and read about the design of the pop-up card for the Rothschild Center. And of course, you can also click here – and read about our series of pop-up postcards “Buildings of the City of Tel Aviv” that started as a crowdfunding project in Headstart.
We are always open and curious to design new custom pop-up cards or paper kits. It always makes us happy to do collaborations!
Enjoy!
