05/10/2026
Between 1933 and 1940, some 60,000 Jewish refugees fled N**i-ruled countries for Palestine, more than half of them German Jews, or "Yekkes," as they became known. Our latest Snapshot by Ellie Cole explores how this "Fifth Aliyah" reshaped Tel Aviv's streets, shops and advertising.
Drawing on the 1943 pamphlet 10 Jahre Neue Alijah, the piece looks at how German immigrants, many trained in Weimar Germany's booming advertising industry, brought striking graphic design and consumer culture to Mandatory Palestine, transforming shop windows, retail and the visual identity of the city.
But the Snapshot also uncovers a tension beneath this triumphant story: the individualism and bourgeois comforts these immigrants imported sat uneasily against the collectivist ideals of the Yishuv, while many quietly carried a deep sense of loss for the homeland they'd left behind, a feeling captured movingly in Leah Goldberg's poem "Tel Aviv 1935."
Read the full Snapshot here:
https://www.lbilondon.ac.uk/research/snapshots/weimar-tel-aviv-german-immigration-and-transformation-advertising-mandatory