CHIEF
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CHIEF · TEL AVIV–YAFO · A PHOTOGRAPHIC STORY

The city that saw itself differently

For years, Eran Yerushalmi — CHIEF — has photographed Tel Aviv not as it looks, but as it feels: a doubled city of sea and sky, asphalt and water, movement and reflection.

Tel Aviv reflected after the rain, photographed by Eran Yerushalmi CHIEF
CHIEF · Tel Aviv after the rain

This relationship between artist and city did not remain in a private archive. In December 2013, the official Tel Aviv–Yafo Municipality page published photographs by Eran Yerushalmi. His work later appeared across Tel Aviv, Time Out Tel Aviv and other culture and media channels, often meeting thousands of reactions, likes and shares.

When the street becomes a studio

For CHIEF, a puddle is not an obstacle. It is another layer of the city. After the rain, Rothschild, Dizengoff, the promenade and Habima gain a second horizon. People, dogs and buildings briefly cross into a parallel world. The photographs emerge from direct encounters with reality — never staged, and never stripped of the chance that made them singular.

“I don’t look to document Tel Aviv. I look for the moment when it becomes something else.”

Published by the city

These links lead to the original publications. They document publication and credit; they do not imply sponsorship or a commercial partnership.

From the city feed to the collector’s wall

For years, people asked how they could live with these images at home. The official CHIEF website is now open for direct acquisition of fine-art photographs: signed works, limited editions and statement-scale pieces for private, architectural and hospitality spaces.

Alongside the permanent collections, the Paper Edition presents ten changing works each month as signed archival Fine Art paper prints. The selection is available for a limited time; the following month brings ten different photographs.

Explore the complete, documented archive at Press & Media.

Tel Aviv reflected in a puddle, fine art photograph by Eran Yerushalmi
They Never Looked Down · Eran Yerushalmi / CHIEF

FROM THE CITY TO YOUR WALL

Ten photographs. One month.

Discover the current Paper Edition, try each work in the interactive room, or keep following the city through CHIEF’s eyes.