Shlomo Genchin + Sonja Zimmerli

Consumption of prescription drugs became a global issue. Problems such as anxiety, sleeping issues, concentration difficulties, stress, and more are all being solved in one way – PILLS.

Shlomo and Sonja have been looking for a way to help people in emotional distress to get the positive effect they’re looking for, without the destructive side effects of pills.

They discovered that reading books can help people with many of these problems.

Collaborating with “Penguin”, they launched a pop-up store that allows people to pick a book by the positive effect it has on them, and not by its cover.