The Other Self
The “alter ego” is a testament to the complexity of the human spirit. It is not merely an escape, but rather a bridge that enables us to examine ourselves from a fresh perspective. For some, it appears as a mask designed to conceal vulnerabilities; for others, it serves as a tool that grants the freedom to express oneself beyond the familiar confines of identity. As Jalal ad-Din Rumi once said, “I am not who I was, yet I remain who I am.”The alter ego is not separate from us—it completes us. It is the means by which we navigate the gap between who we are and who we aspire to become. It invites us to question: Who could we be if we were liberated from the chains of societal norms and fear? This concept encourages us to experiment with our identity, to explore new roles, and to search for our true limits.
Throughout this project, we were guided by a manifesto we developed:
In a world dominated by data and routine, creativity demands an open mind and a vibrant intuition—one that surprises and forges unconventional, fresh equations.
Our goal was to create a singular space—one that unifies and connects, yet simultaneously preserves its uniqueness and distinctiveness:
“The Other Self” (Alter Ego)
Our tools: Structure – Dissociativity – Surprise.
The vision was to craft a robust, resilient, and iconic space imbued with a playful soul—emphasizing a spectrum that ranges from detachment to complete liberation from conventional thought. By harnessing the power of dual perspectives, we enabled a fluid, flexible, and explosively creative environment—one that ultimately fosters deep emotion and an intimate connection with the space.We are proud to present the new home of Phoenix Investments, spanning five floors in the Phoenix Art Building in Bnei Brak.
Design:
Design Team: Sarit Aronowitz, Eden Frenkel, Eran Naim
Project Management: ITA Maof PM
Contractor: BST group
Photography:
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