From Waste to Wonder
The Future of Shopping Starts Here
WHAT IS PIVOT
PIVOT is a bold collaboration with the Azrieli Group, transforming part of the Givatayim Azrieli Mall into a hub for sustainable living. Blending curated second-hand retail, creative upcycling workshops, and interactive educational exhibits, PIVOT challenges consumer culture by showing that pre-owned goods can be stylish, valuable, and accessible. Its mission is simple yet powerful: to shift shopping habits toward a circular economy, where waste becomes opportunity and sustainability becomes a lifestyle.
Consumerism in Israel has reached a critical point. The country generates over 5.7 million tons of municipal waste each year, with 80% ending up in overcrowded landfills. Fast fashion chains and cheap, disposable furniture dominate the market, fueling a culture of overconsumption where products are designed to be replaced, not repaired. Recycling rates remain among the lowest in the OECD (Organisation for Economic Co-operation and Development), and despite Israel’s commitment to significantly reduce landfill waste by 2030, we are nowhere near meeting that goal. This combination of high waste generation, poor recycling infrastructure, and deeply ingrained “new is better” attitudes places Israel on a dangerous trajectory — one where environmental damage accelerates, resources are depleted, and sustainable alternatives remain out of reach for most people.
WHY IT MATTERS
Azrieli Group is a leading real estate company in Israel, managing 18 high-traffic malls and commercial properties across the country. With a strong focus on innovation and sustainability, Azrieli creates dynamic, engaging retail environments that shape how Israelis shop. As retail increasingly shifts toward e-commerce and digital platforms, PIVOT provides Azrieli with an opportunity to reimagine its malls as community-driven spaces — places that bring people together in meaningful ways while also promoting initiatives that benefit our planet. This makes Azrieli a strategic partner for PIVOT, allowing us to launch the pilot project in Givatayim Mall — an ideal testing ground for redefining second-hand retail — with the potential to scale across all 18 locations nationwide.
AZRIELI GIV'ATAYIM
Derech Yitshak Rabin 53, Giv'atayim
WHY GIV'ATAYIM
Giv’atayim Mall was chosen as the proposed pilot site because of its unique community-oriented character. Located within a dense residential area, it serves a loyal base of repeat visitors rather than transient shoppers, creating opportunities for deeper engagement through workshops and education. With a high socioeconomic status, strong family presence, and a mature, eco-conscious demographic, Giv’atayim provides fertile ground to test PIVOT’s model of sustainable retail. Its scale is manageable enough for experimentation while still representative of broader Israeli consumer culture, making it an ideal starting point before expanding nationwide.
