This odd tableau — Gilad calls it “Balanced Vandalism” — is one of the first things that greets visitors who enter Designfenzider. Incidentally, the studio's name is a play on his family’s original surname. “My father’s last name was Seifenzider (ZIGH-fen-ZEE-der). Old Jewish surnames were based on your profession, and Seifenzider was something like soapmaker. When my grandparents came to Israel, the Jews who had non-Jewish-sounding names were forced to change them to something more Israeli. Seifenzider.com actually still exists — it’s a soap factory in Germany.”