WORKING CLASS
A New Urban Leisure by Doozy & Portfolio Magazine
Working Class is an innovative urban leisure concept built around one of the most universally satisfying activities: watching other people work. Invented by Yoash Foldesh and developed in partnership with Portfolio Magazine, Working Class transforms everyday creative spaces—studios, workshops, rehearsal rooms—into entertainment micro hubs. After a successful pilot in Tel Aviv, we’re now laying the groundwork to expand across Europe and the United States.
The Vision
WORKING CLASS is a dedicated app that lets people discover authentic, short, and easily accessible cultural experiences at any time. Whether it’s an artist painting, a photographer in their studio, a baker making fresh pastries, or a dancer rehearsing, visitors can drop in for a 30–60-minute, affordable (around $10–$20 per ticket) session to witness a creator’s real process in an intimate group of 3–15.
Tel Aviv POC
95% of Visitors Want to Do It Again!
In February 2025, WORKING CLASS launched a 10-day pilot in Tel Aviv with 25 creators, ranging from florists and chocolate makers to theater ensembles, taxidermists, and even the national institute of forensic medicine.
All tickets for 60+ events sold out within just a few days.
100% of creators and 95% of visitors said they would participate again.
15% of attendees bought on-site products.
Even Ron Huldai, the Mayor of Tel Aviv, participated, highlighting the concept’s cultural and neighborhood-reviving impact.
Extensive PR Coverage: WORKING CLASS garnered significant attention across traditional and social media, including three TV features and wide-ranging online buzz.
The Working Class Effect
Visitors Enjoy an Authentic Experience
A spontaneous leisure activity that isn’t dining or shopping—fulfilling a growing demand for unique, real-world engagement.
Creators Earn More
New streams of revenue flow from ticket sales and on-site purchases.
Cities Gain New “Third Places”
In an era dominated by screens, WORKING CLASS offers face-to-face interaction. Studios become neighborhood gathering spots, fostering community connections and revitalizing local areas.
Some of the Working Class Tel Aviv Participants Photos (from top left to right):
Alata studio. Photo by Gal Porat, Luvaton Studio. Photo by Tal Shachar, Studio Malz, 1220 Ceramics. Photo by Dan Peretz
Studio Knots. Photo by Tamuz Rachman, Tamar Dgani. Photo by Rei Solash, Ruth Kanner Theater group. Photo by Shiraz Greenbaum
Guy Nissenhaus. Photo by Dorian Gottlieb, Hagai Fargo. Photo by Yotam Cohen