Respected British-Israeli art activist and graffiti artist James Ame, known professionally as Ame72, is the creative force behind “The Maze,” a large-scale street art installation currently on view at the Elma Arts Complex & Luxury Hotel in Zichron Ya’akov, Israel. The project, presented in the artist’s signature Conceptual Pop Art style, is open for daily tours through October and offers visitors an immersive experience that addresses contemporary social issues.
Elma from the outside
© Photography Itai Sikolski
“The Maze” comprises 14 distinct installations arranged within a 787-square-foot enclosed area. Using comic-strip visuals, witty texts and pared-down art materials, Ame72 highlights themes that include greed and consumerism, the influence of social media, environmental concerns and the commercialization of culture. The work blends humor and critique, inviting viewers to reflect on contemporary life while navigating the physical and conceptual pathways of the maze.
Perched above the Mediterranean Sea at the southern edge of the Carmel Mountain Range, Elma Arts Complex & Luxury Hotel occupies a restored Brutalist building designed in 1968 by architect Yaakov Rechter. The site combines hospitality with an active arts program: 92 guest rooms, a peaceful spa and multiple creative facilities. Artists can take advantage of four on-site studios and extended residency opportunities to develop new projects.
The complex features the acoustically notable 450-seat Elma Hall, complete with an orchestra pit for staged productions, and the Elstein Galleries, which present rotating exhibitions of painting and sculpture. Outdoor and indoor amphitheaters host performances and events, while interactive master classes are offered by professional dancers, musicians, actors and authors. The Elma spa complements the artistic programming by integrating sound-based treatments—Tibetan bowls, cymbals, tank drums, harps and other therapeutic musical tools—into its wellness offerings, reinforcing the site’s emphasis on multisensory cultural experiences.
By situating “The Maze” within this multidisciplinary cultural environment, Ame72’s installation engages hotel guests and the broader public alike, creating a space where art, performance and hospitality intersect. The presentation at Elma underscores the venue’s mission to support artistic production and to present work that stimulates conversation about pressing social and environmental issues, all within a setting that values both architectural heritage and contemporary creativity.