Naama Barak ISRAEL21C

Culture & accessibility

Visitors to Masada learn more about the site through Gadi Mathov’s miniature model of the landmark. (photo from Mathov Design)

What would it take to make museums, cultural sites and tourist attractions more accessible to people with visual, intellectual or developmental disabilities? For the past 25 years, Israeli professional miniaturist Gadi Mathov has been working on solving this problem using models.

At Masada National Park, for example, people with visual impairment can understand the site’s unique topographical structure and history through Mathov’s 3D tactile models.

“We also created for them miniature models of siege vessels that illustrate the Roman siege of Masada,” he explained. “The way I define it, a model is a physical representation of a product or an idea. A model is a medium that allows people to communicate and pass along ideas between them.”

Mathov Design models are used in leading cultural institutions such as the Israel Museum and sites managed by the Israel Antiquities Authority and the Israel Nature and Parks Authority. Mathov also cooperates with the Commission for Equal Rights of Persons with Disabilities, the National Insurance Institute and the Access Israel nonprofit organization.

Mathov Design’s 100-square-metre model of Jerusalem, featuring the Temple Mount, the Tower of David, the Knesset, the new Jerusalem Light Rail and other iconic structures, can be seen in Times Square in New York City as part of the Gulliver’s Gate project.

Birdwatching via models

Agamon Hula, a must-visit birdwatching and natural beauty attraction in northern Israel, is also enhanced by Mathov’s models. Here, he cooperated with Pnina Ceizler, Keren Kayemeth LeIsrael-Jewish National Fund’s northern region projects and accessibility coordinator, and KKL-JNF’s chief ornithologist Yaron Charka to make the site’s research station a place of interest for people with disabilities – visitors can see and/or feel models of the birds that migrate in the area, as well as special globes and maps that highlight migratory routes.

“There are quite a few models that we’ve created to enhance the experience for people with visual impairments,” said Ceizler. “We see that it’s useful for everyone, also for children with disabilities or with autism.”

The accessible experience at the research station has proved to be a huge hit, she told Israel21c. She tried it out on a group of people with visual impairments before opening it up to private visitors and organized trips for schools and people with special needs.

“They enjoyed this whole experience up close. They were impressed and admired everything,” she said of the accessible centre’s first visitors.

Back to the future

Mathov has worked in his profession for 37 years, but it came about quite by accident. “It was a temporary job while I was an architecture student, and then I found out that I liked it better,” he recounted.

Decades later, he’s still in love with the job. “They’ll have to take me out of here in a coffin,” he joked, speaking of his workshop in the central city of Lod.

Along with cultural institutions, his clients include the defence establishment and medical instrumentation companies.

Mathov is not worried about work drying up in the age of technological advancement. “There’s nothing more comfortable or clearer than a model,” he said. “There are dozens if not thousands of uses.”

Lately, it’s become much easier and cheaper to create a model. “The biggest development was the introduction of what we call computerized production,” Mathov explained, citing 3D printers, lasers and CNC (computer numerical control) machines. “Each of these technologies helps us create a much more complex and higher-quality product in less time and for a cheaper price.”

Mathov hopes that, one day, people will be able to print out models at home of the places they’re planning on visiting. “Today, no one goes to the store to buy music; no one goes to Blockbuster to watch a movie. I imagine that, when you’ll want a miniature model, you won’t go to a miniaturist. You’ll be able to download them and print them by yourself,” he explained.

However, printing is only the end of a process that begins with human creativity. Mathov said a model should contain “the human spark of the soul of the person who created it.”

And, while he mourns the disappearance of craftsmanship, Mathov is a firm believer in advancement. “You have to keep on looking forward,” he said. “To understand what the technologies are and where they’re heading; how to adopt them or compete against them or circumvent them.”

For more information, visit mathov.co.il/English.aspx.

Israel21c is a nonprofit educational foundation with a mission to focus media and public attention on the 21st-century Israel that exists beyond the conflict. For more, or to donate, visit israel21c.org.

Israeli start-up’s Beehome

Beewise wants to replace traditional, wooden hives with high-tech, autonomous ones. (photo from Beewise)

What do cucumbers, avocados and coffee all have in common? Aside from being absolute necessities (yes, avocados, too), they’re all crops pollinated by bees. And, if things keep heading in the current direction, we’re screwed.

Bees are extremely important. About one-third of all plants and plant products consumed by humans are dependent on bee pollination. Unfortunately, the combination of modern demand and natural stresses such as climate change, pests and illness mean that the global bee population is dying at a dizzying rate, endangering our diets and well-being.

To combat this, efforts are being made to rehabilitate the bee population. In Israel, these endeavours are given a very Start-Up Nation twist, complete with computer vision, artificial intelligence and precision robotics, which are all part of the world’s first autonomous beehive, developed by Israeli start-up Beewise. Called Beehome, it’s a device that can house up to 40 bee colonies – that’s two million bees – and take care of their health and upkeep through an app on the beekeeper’s phone or tablet.

“It’s what’s called a disruptive innovation,” said Beewise chief executive officer Saar Safra. “We’re coming to replace all the beehives in the world.”

photo - Beewise chief executive officer Saar Safra — Beewise chief executive officer Saar Safra. *(photo from Beewise)*

The idea for an autonomous beehive came from Safra’s business partner, Eliyah Radzyner. A beekeeper by profession, Radzyner was aghast at the fact that beekeeping methods have not progressed for ages. He was convinced that a computer, machine or robot could do a much better job, and joined forces with Safra, a serial entrepreneur.

At present, most beehives around the world look like they did some 150 years ago – plain wooden constructions whose upkeep requires beekeepers to dress in full hazmat mode and light a smoker before opening them up, taking care of pests, supplying the bees with food and water and harvesting the honey. All this extensive manual labour means that commercial beekeepers, who take care of most of the bees in the world, only get to each hive about once every few weeks. Lots of bees are lost in between rounds to illness, pests and other problems.

“If you manage to identify the problem at the outset and take care of it in a specific manner, then, first off, it will be a lot less invasive; second, you’ll resolve the problem before it becomes a concern; and, third, you’ll save the bee,” Safra explained.

“We built a beehive that knows how to do these things,” he said, listing its three main components: artificial intelligence, computer vision and precision robotics.

The first, he said, is in charge of recognizing and identifying problems at the very outset. A real-time response is then carried out using computer vision to detect and monitor the situation, with precision robotics executing the required solution. The only things in the autonomous hive that require a human hand are filling the water and food and collecting the honey, which is harvested by machine.

photo - In Beewise's hives, even the honey is harvested by machine — In Beewise’s hives, even the honey is harvested by machine. *(photo from Beewise)*

While there are other companies trying to take care of bees amid the crisis, no one else has built an autonomous beehive. Currently in beta stage, Beehome is now being used by some commercial beekeepers.

“At first, there’s skepticism, because it’s so left-field,” Safra noted. “The moment we show people the device and that it works, there’s unbelievable excitement.

“There are beekeepers who are second, third or fourth generation. The beekeeper sees how his business is disappearing before his eyes, on his watch,” he added. “Then you suddenly show him this technology, this solution, and he sees that it works. Imagine what a relief that is.

“The idea that we’re saving bees using technology is an amazing thing,” Safra said. “When you take AI and apply it to traditional industries that haven’t been touched in 150 years, the yield is incredible.”

The funding for Beewise came from venture capital funds, as well as from European and Israeli grants. And doing business in Israel has been wonderful, said Safra, who returned to the country some two years ago after 15 years in the United States.

“The ecosystem in Israel is amazing. It’s simply optimized for start-ups,” he said. “There’s also a crazy infrastructure in terms of services and everyone knows how to work in startup mode.”

Beewise aims to be the new standard, Safra said. “There are 90 million beehives around the world. They’re all wooden beehives that don’t work anymore.

“We’re doing well by doing good,” he concluded. “Every hive that I create and which functions and succeeds – the result is more bees alive.”

For more information, visit beewise.ag.

Predicting the future

Trend forecasters Lior Fisher Shiloni, left, and Nataly Izchukov. (photo by Michael Topyol)

What do jeans, trench coats and a little black dress all have in common? A place of honour in women’s wardrobes, that’s for sure. And it’s no accident – the three are timeless trends that have been around for decades.

“A trend is a state of mind, a very, very wide perspective that begins in the margins and slowly reaches the masses,” said Israeli trend forecaster Nataly Izchukov. “A trend undergoes evolution and is here to stay. People always think it comes and goes, but that’s actually a mistake. It develops and updates, and it’s here to stay.”

In 2014, Izchukov founded the Visionary, a Tel Aviv lifestyle and design trend forecasting agency that deciphers for its customers the way the wind is blowing. She and her business partner, Lior Fisher Shiloni, also expose the Israeli public to the art of forecasting and even pass on their knowledge in a first-of-its kind local “trendology” school.

Forecasting the future, Izchukov explained, begins in researching the past. She and her team study what has happened in the past year or so across the world, from politics and economics to natural disasters, cinema and fashion, and try to understand how it will affect esthetics and designs. “For example, one of the leading trends for the summer of 2020 is going to be acid-bright colours,” she said. Its source of influence? The yellow vests movement in Paris.

The second step is social research, which involves identifying their clients’ audience and what interests them on social networks and in the media. The third step is what Izchukov calls iconography, the interpretation of the findings in a more abstract way. This all leads to conclusions regarding megatrends and the microtrends that ensue.

Izchukov gave the example of older solo women travelers. More older women are jet-setting off by themselves, but are still looking to feel safe and secure and have a sense of community on their travels. This translates into many different microtrends for Izchukov’s clients, including how hotels are decorated and the colour palette that best suits their guests.

The biggest megatrend, however, is sustainability. “It deals with promoting the status of women, with poverty, with education, it’s a very, very wide issue,” said Izchukov.

Trends are not fads. Fads are not sustainable; they enter and exit our lives quickly. Top examples of fads, Izchukov noted, are Kardashian-style cycling shorts, the 1990s digital pet Tamagotchi craze and a recent favourite – handheld spinners. By contrast, a trend can take three to four years to go mainstream, and not all businesses have patience for such a process.

“They mostly want us to create fads, but we’re really seeing a change developing in 2020,” she said of her clients. “The biggest change is the extreme climate happening across the world. What happened now in Australia [with widespread bushfires] is one of these extreme cases that made people say, ‘OK, there’s a problem here.’ There was great denial of the topic among companies.”

The emphasis on sustainability is causing apprehension in the Israeli business scene, she said. One of the problems is the high cost of creating sustainable fashion.

“The product ends up being expensive and people don’t really want to spend that money on it,” Izchukov said. “There’s still a gap between the goodwill of people for the world to be a better place, and people wanting a good and attractive price, and you have to think how to bridge it.”

Izchukov predicts some big changes in the coming decade for fashion, food and hospitality in Israel.

“In fashion, a few very substantial things are going to happen – mostly companies that will change their appearance and their production lines in a more sustainable, ecological and recycling direction,” she said. “There’ll be fewer stores but these will include a lot more content and information that is beyond fashion.”

In Israel, there will be greater inclusion of people with disabilities in the fashion world, she said. This is in line with the global trend for inclusivity, which sees fashion houses employing ambassadors of all sexes, genders, religions and sizes.

In the Israeli hospitality sector, we can expect “the substantial entry of more hostels and of very affordable hotels,” she said. “They’ll try to create a very interesting experience in their locations in terms of the customer and the hotel itself.”

Izchukov predicts that food will increasingly go in the direction of “how we can eat in a healthier manner that precisely matches our needs and our bodies.”

She said, “Artificial intelligence will greatly help to resolve the issues of need and of customization.”

Food is also a great example of the impact local cultures have on trends. Izchukov noted the failure of American companies such as Starbucks to succeed in Israel. While Israelis like to think that the global giant failed because the local coffee is far superior, Izchukov suggested it has more to do with the Israeli state of mind. Self-service, waiter-less, eateries are a doomed business model in Israel, she said, because locals much prefer personal attention.