The Foundations: The firm was founded in 2023 by Shiri Kedem and Roy Gidley, who came together after each specializing in a different field – Roy worked on projects mainly in the area of apartments and luxury homes, while Shiri focused on the commercial sector and mainly in the design of high-tech offices. Working together on a project led them to establish the joint firm.

Shiri says: “With the completion of the successful project, we realized that the unique thinking of each of us and the experience in various fields constitute a successful combination, and we decided to continue working on projects together until the company was officially established.” Since its establishment, the firm has been involved in a variety of projects, mainly in the commercial field, such as a gym and kindergarten complex, concept design for a chain of sports fashion stores, a wellness complex, and a jewelry store.

In addition, they also design private homes and say that the uniqueness of the firm stems from its working method: “We collect all the words and feelings that the client wants to be felt in the space, and find one word, such as a shape, definition, or natural phenomenon, that corresponds to the feeling they requested. From there, we proceed to the array of materials and design style in the project.”

R S Ness Company Offices

Designers: Ayelet Tanhuma, Shiri Kedem

Photo by Shai Epstein

Alon Company Offices of the Ministry of Defense

Designers: Dina Bar, Shiri Kedem

Photo by Shai Epstein

Welcome to: a mixed-use floor at WIX, which spans 2500 square meters and includes a gym, kindergarten and alternative therapy complex.

The office team was required to integrate the three different functions in a functional manner that serves the intensive and daily use of the space as well as possible future uses.

“Working on the program was particularly interesting, as we worked with various dedicated teams on behalf of the client,” say the designers. The design language that was formulated continues the unique style of the campus but enriches each of the areas of the complex with unique elements that suit it.

Take, for example, the reception and waiting area in the wellness area, which was particularly loved by the design team. A shell of tightly packed plasterboard and layers of putty on the ceiling create an amorphous structure around the lighting fixture. The counter on the floor continues the rounded shape. “We wanted to create a total experience, a kind of refuge that gives a feeling of floating and detachment,” they say. The entire space incorporated amorphous and rounded elements that create a relaxing and pleasant feeling, and all the walls were covered in plaster made from natural materials.

Photography: Alan Tsetskin Studio WIX | Design: Ayelet Tanchuma and Roy Gidley | Styling: Studio WIX

On the drawing board: “We have a number of intriguing projects that we are working on, but the most exciting project is the design of the concept stores for the ING chain, which imports and markets sports fashion brands.”

Together with the company’s team, the firm is formulating a unique language for the new stores, which will represent the brand’s values, which focus on fashion, technological developments, and an active lifestyle.

During the design process, the team placed emphasis on characterizing the display of the various items in the store, creating harmony between all the brands, and illustrating the uniqueness and quality of the products.

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