Avichai Tadmor did not really plan to become an industrial designer. Like many others, as a child he liked to dismantle and assemble stuff, to find out how things work and to invent stuff. When he grew up he turned it into a career and studied Industrial Design at the Bezalel Academy of Art and Design in Jerusalem. After years of working as an employee in the industry and as a teacher in several design schools, Avichai decided to open a studio based on his natural attraction to humor with a different approach. The inspiration behind the studio’s work comes from images and everyday situations combined with functions to become real products. Since its founding, the studio’s products are exhibited and sold successfully in design stores worldwide and have won awards in international exhibitions.