Tel Aviv to open new beach – In Vienna

April 7, 2009 - 11:00 PM by · 3 Comments
Filed under: Pop Culture, Travel 

tel_aviv_beach_viennaAt first glance in what can be interpreted as an odd PR move, the Israeli Embassy in Vienna will open a “beach” in the center of the city along the banks of the Danube River. Yes, a beach. In Vienna. Initially the idea sounds kind of stupid but it goes further than just setting up a gimmick-y beach in the center of a large European city. The unique yet temporary structure will have a huge screen (streaming video of the ocean perhaps?) on one side and on the other side beach chairs which will help integrate the feeling of “chilling out” at the beach. But wait, there’s more! The structure will host film nights and other cultural activities such as concerts. There will also be “quiet” nights where yoga workshops will be held as recordings of the surf breaking in the backgrounds plays.

Initiatives such as this are becoming more and more popular in promoting Israel abroad. Israeli is certainly becoming more and more proactive in promoting Israel as a cultural capital rather than being in a consistent position of constant defense of criticism. A good play for sure, but it will be interesting to see how these initiatives play out in the increasingly anti-Israel environs in Europe.

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