"Fresh Paint art fair began when we identified a lack of commercial platforms for galleries and artists, on the one hand, and a curious audience on the other," says Yifat Gurion, initiator and co-founder of Fresh Paint, the art fair held in Tel Aviv annually. "Our goal has always been to function as a catalyst in the art market, to promote the flow of resources inward, to lure the public into this world, to get to know art, and more importantly—to develop feelings and sentiments for it. To make the audience realize that art is something that can be mundane; not only something that you dress up for and go out to see once a year, but a matter of routine. Something they would want to take back home and make a part of their lives..