The Art of Doing VC Differently: Our Office’s Double Life on Nachalat Binyamin
A few weeks ago, I ran into Hagai Farago, a successful artist and printmaker specializing in silk-screen printing.
By now, Hagai has led several solo and group exhibitions across Israel, Europe, and the US and has established a reputation as an artist. But during our conversation, Hagai brought up his very first solo exhibition, ‘1 Oranges’ hosted in the most unconventional of locations: Meron Capital’s Office.
Reminiscing of that first exhibit, Hagai thanked me, adding, “I remember it as the moment that pushed me to step up my game and become more professional as an artist. After 1 Oranges, I felt confident to take on larger projects and commit to additional solo exhibitions.”
At that moment, it hit me … our art pop-up series is a lot like seed investing only this time, rather than investing in bold and visionary founders, it is bold and visionary artists.
We Like to Do Things Differently
Back when we set out to choose an office for Meron Capital, we intentionally avoided the major commercial hubs where most VCs set up shop. We wanted a space that reflected the essence of our fund: authentic, creative, and a little wacky.
When I set my eyes on an affordable, practical and “nice” office in Ibn Gvirol, my partner Daniel had to remind me of our vision, and push us to keep looking. I was so tired of office-squatting at portfolio companies and office-shopping at that point, but, being Daniel, he managed to convince me to keep looking until we found the one.
Eventually, the historic preservation building on Nachalat Binyamin Street, complete with lime-green walls and kumquat trees out front, revealed itself, and we knew we had found an office suited to our aspirations.
In Tel Aviv, Nachalat Binyamin is synonymous with creativity. Known for its bustling textile shops, vibrant street art, and the iconic artist fair, it’s often called an “outdoor urban museum.”
Unlike most places, street art here isn’t just tolerated; it’s protected. Every corner of the neighborhood tells a story, adorned with mosaics and artwork that celebrate the area’s history and creativity. City cleaners and maintenance crew know to let the beautiful art created on this street be and not paint over it.
But with a great office comes great responsibility.
We noticed that on Fridays, as we strolled through the buzzing art fair outside, running errands and enjoying the street, our office’s doors stayed shut- a missed opportunity in prime retail space. That’s when the idea for Meron Art Pop-Ups was born.
A Seed-Stage Platform for Artists
Every few weeks, our office transforms into a gallery, hosting pop-up exhibitions for young, emerging artists. For many, it’s their first show and their introduction to a wider audience. Hagai, a friend of my brothers, was the very first artist we hosted.
Being an early-stage VC, we naturally gravitate toward emerging talent. Just as we back visionary founders at the start of their journeys, we wanted to provide a launchpad for artists at the beginning of theirs. We’re not art curators, and we don’t pretend to be. We choose artists based on their personality, their character, and some gut instinct (in a similar vein to our we select founders- always prioritizing the team).
Both entrepreneurs and artists are visionaries. They dream big, they take risks, and they work tirelessly to bring their ideas to life. Supporting them at the earliest stages is a privilege, whether it’s through a term sheet or an art exhibition.
Our office, now adorned with pieces from past exhibitions, tells the story of our commitment to fostering creativity. Each corner showcases artwork from artists we’ve hosted, a constant reminder of the talent we’ve had the honor to support.
Artist-Focused and Community-Centric
The magic of our art pop-ups lies in their simplicity and authenticity. The artist gets the keys to our office and the freedom to reimagine the space according to their vision. We provide a budget for marketing, an open bar, and snacks. It’s entirely about enabling the artist to shine.
These events take place on Fridays, during the vibrant artist fair on Nachalat Binyamin Street. Outside, colorful stalls, street performers, and the background sound of shoppers set the scene. Inside, our office-turned-gallery buzzes with energy- music, drinks, engaging conversations, and, of course, thought-provoking art. It’s a collision of worlds: our friends from the VC and startup ecosystem mingle with the artist’s network of creatives, sparking unusual and unexpected connections.
Hosting these pop-ups allows us to give back, not just to Israel’s art community but also to the creative neighborhood that inspires us every day.
Looking Ahead
As Meron Capital continues to grow, so will our commitment to this initiative. As we are now expanding and might need more room in our office, we seek a place that will allow us to host more artists, foster more conversations, and deepen the ties between innovation and creativity. Either in the same format or in new ways.
Whether it’s supporting a visionary founder or an emerging artist, it is the thrill of backing talent at the start of their journey that drives us. Our art pop-ups are more than exhibitions, they’re a celebration of creativity, community, and the endless possibilities that come from taking a chance on someone’s vision.
At Meron, we believe that great things happen when you dare to do things differently. And sometimes, that means turning your office into a gallery and letting creativity take center stage.
Our next pop-up is on January 31st, 2025, hosting Neta Gov, come see it for yourselves!
