Non-Commercial Fairy Tales

Fairies, midgets, magicians and tales became Nir Wild’s lifestyle ever since he decided to open “The Forest.”

He left a successful career as a businessman seven years ago to become closer to the world of fairy tales.

Wild opened a definitive shopping area for selling fairy tale artifacts, one that has no branded products.

[Nir Wild, Founder of “The Forest”]:
“We believe that we should draw upon the ‘old school’ images, clear of any commercial interest. These are the innocent characters that exist in one’s imagination. As a kid, your DNA is still developing and is creatively open to receiving such images.”

All areas at “The Forest” fall under three main Themes: Environment, Folklore and Legends.

[Nir Wild, Founder of “The Forest”]:
“Environment, as in the sense of a living environment, as well as the quality of the environment - Folklore, such as a string of fables of many nations. Legends are the common layer shared by all nations of the world, of tales that are easily drawn from our collective memory.”

In “The Forest” one can buy anything presented, and it is mainly used as the premise for activities such as theme evenings and children’s birthdays.

[Adva Weinstein, Character Player for Birthdays]:
“Kids are very special to work with. They strongly believe in fairy tale characters they and thus feel connected to the world. It is really fun. It is also fun for us, a kind of escape from reality and a different sort of experience.”

Building “The Forest” was done based on a map that Nir envisioned and transformed into paper as a painting. One of the most special spots in the place is the “Wishing Well.”

[Nir Wild, Founder of “The Forest”]:
“50 thousand children already made a wish here, according to 3 universal wishing laws. What are they? Believing, meaning and not telling anyone. This is how you make a wish.”

Once a week all the coins are collected from the well and contributed to a school for children with special needs.

The same children prepare candy skewers in a special class, which are later sent to birthday parties in “The Forest.”

The children who come to celebrate their birthday enjoy eating the candy, and later they come to ask for a wish at the Wishing Well. This is how a full circle is closed.

According to Nir, believing is what’s important.

[Nir Wild, Founder of “The Forest”]:
“Never stop believing. There are fairy tales, there are magical things and life isn’t just what you see on the surface level”.
 

NTD Israel
Reporter: Elena Tsuprun     Photographer: Anat Markram