The Installation and performance piece 'Boys "Я" Girls' is a colorful, provisory toy shop that transcends structural gender roles and shifts away from the blatant social interference in structuring identity. The toys are made by company’s CEO, Oree Holban, and by talented guest artists such as Adva Drori, Merav Kamel & Halil Balaban, Nomi Tannhauser, Rakefet Viner Omer, and more. The store offers an alternative approach to the major chain stores such as 'Toys "Я" Us', which discontinued the separation between boys and girls products online, but still maintain it in the actual stores, mainly for financial profits.
In this thrilling world of a store, artists create singular toys, without exploitation and without utilizing the hazardous aspects of mass production. Hereby providing open and free possibilities to explore without any binary reinforcements. This magical land of surprises instead focuses on creativity, the joy and sheer wonder of existence.