Turning an exhibition into a fundraiser.

As Britain emerged from lockdown, Tel Aviv University (TAU) took part in the 2021 London Design Biennale, with its School of Architecture selected to design the Israeli Pavilion at Somerset House. The result was The Boiler Room - a multi-sensory installation made from 2,500 hashtagged boiler switches, exploring tensions in global and the national discourse.

Working as TAU Trust's Head of Communications, I helped turn the installation into a digital engagement and fundraising campaign. The public was invited to “turn on a switch” with a hashtag of their choice, which then became part of the physical installation. Each donated switch supported both the exhibition and architecture students at TAU, while helping enable further exhibitions in Europe and Israel.

The campaign also supported the charity’s first in-person event in over a year, bringing together sponsors, donors, trustees, partners, and official representatives to meet the design team and mark the opening.

Thousands visited the Pavilion, the installation received international press coverage, and it was awarded the Biennale’s Public Medal after being voted the public’s favourite among more than 35 exhibitions.