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Industrial Design M.Des. Final Project

Merav Salush Eitan

0546373530
merav@oge-group.com
www.oge-group.com
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Merav Salush Eitan

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B’shutaf – Building a Shared Israeli Home

Mentor: Sarah Auslander


Following the events of October 2023, Israeli society has witnessed a steep increase in social fragmentation, marked by growing feelings of alienation, tension, and open hostility between its diverse sectors – threatening the foundations of a shared civic identity. The study examines the underlying causes of this internal estrangement, identifying the ultra-Orthodox (Haredi) community as a lightning rod for these sentiments, largely due to prevailing perceptions of limited participation in Israel’s economic, social, and defense spheres.

The research highlights the unique position of educated Haredi women who are active in the workforce. These women are viewed more favorably by the broader public and emerge as potential bridges between the Haredi community and wider Israeli society. Navigating between deep loyalty to their religious identity and active civic engagement, they embody the cultural tension between two distinct worlds.

Drawing on these insights, the project initiated B’shutaf – Building a Shared Israeli Home: a professional collective of Haredi and secular women who collaboratively design and lead civic initiatives across both communities. Adopting an entrepreneurial approach, the collective will emphasize strategic planning, viability, and scalable growth in partnership with investors, foundations, and social innovators. Through pragmatic, co-created action rooted in the lived realities of communities in Israeli society, the collective will build trust, reduce social distance, and strengthen Israel’s civic fabric.


  • Society and community
  • Femininity
  • Localism
  • Identity
  • Master's Degree
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