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A city that stopped believing. We gave it something to touch.
For many years the city of Tel Aviv, the largest urban centre in the country, has been aspiring to build a light rail system to address its significant traffic congestion. Despite continuous delays, once the construction and excavation for the underground infrastructure began, Tel Aviv's citizens remained sceptical about its completion, expressing concerns about the ongoing disturbance, mess, and exacerbated traffic conditions.
To tackle this disbelief and quell the complaints, we developed an innovative approach: introducing the Metro Cart to the public three years prior to the project's completion to demonstrate the project's legitimacy.
Over a four-week period, we invited everyone to come and see a true-to-life Metro Cart situated along a prominent boulevard in Tel Aviv. Families were offered the opportunity to step inside, get a feel for the service, gather information, and through virtual reality and interactive experiences, gain insight into how the future system will operate.