House Owner is ZUMU’s second Video Salon – an artistic-community initiative that took place in June at The Project House and was entirely dedicated to exploring the concept of “home.” More than 30 video works were presented, each offering a different perspective on the question of what “home” means in today’s world: Who owns the home? Who is welcomed as a guest? Are we truly safe at home? And how is the sense of home measured – through walls and structures, or through relationships, memories, and familiar scents?

The tension between ownership and belonging, between dominance and the longing for a safe, private, and embracing space, stood at the heart of both the curatorial and design experience. Questions of identity, territory, and affiliation encountered Israeli social reality in a direct and unsettling way – turning “home” from an intimate theme into a sharp public statement.

Our graphic solution emerged precisely from this tension: modest yet precise typography that holds the duality between inside and outside, between body and text, between screen and life itself. The design sought to preserve the physical feeling of home – softness, space, breath – while also reflecting the conflict, the unease, the flicker that occurs when the home opens to others. This connection appeared in every detail – from the folded popcorn sleeve, through the wayfinding signs, to the catalog split in two.