What is Unboxing?
Unboxing is the unpacking of products, especially high tech consumer products, where the process is captured on video and uploaded to the Internet. The item is then also explained in detail and also can sometimes be demonstrated as well (Source: Wikipedia).
We believe that the product “Israel” needs to be “unboxed” so that anyone who wants to tell Israel’s story – whether for business purposes, to attract tourists, or for cultural inspiration – has all the resources they need to do so. In a sense, this site is all about looking at “Israel” for the first time, through the eyes of a non-Israeli, and the story we want to tell so that after opening the box, the onlooker will want to experience “Israel” further.