Sam Halaby, a young Druze artist in his 30s from Daliyat al-Karmel, has stunned the art world – and social media – with The House of Colors, a multidimensional art project transforming his childhood home into a living masterpiece.
A short video he posted weeks ago, featuring him casually washing dishes in the vibrantly colored house, went viral with nearly 90 million views on Instagram – a record-breaking achievement for an Israeli artist.
'Not a genius, just strategic'
“I’m not some great genius,” Halaby admits. “I noticed that influencers who visit my house take photos and post videos that go viral. So, I thought, ‘Why not do it myself?’ And that’s how it started.”
Halaby began uploading his own videos to social media. One TikTok video quickly amassed 20 million views. “I was stunned,” he recalls. “Eden Pines might hit 40 million views on a good day – so why would my video blow up like that?”
The success snowballed. “Another video got millions of views, then another hit tens of millions, and then the last one absolutely exploded – 87 million views on Instagram. Numbers like that don’t happen in Israel. I felt like Beyoncé!” he laughs.
The secret to going viral
What’s Halaby’s formula for social media success? “My videos connect with people. For example, the one of me washing dishes resonated with women and kids – groups I identified through the views and comments. They found the content relatable. I try to understand my audience and create content that speaks to them in the most authentic way.”
Art without boundaries
Halaby, the 10th of 11 siblings in a traditional Druze family, draws inspiration from his local culture and his late mother, an artist herself. His vibrant, unconventional works have been exhibited in Israel and abroad.
The House of Colors, set in his childhood home, fuses his personal history with his vision of Israeli society and modern art. Spanning four floors, the house is a kaleidoscope of creativity – every wall, room and piece of furniture painstakingly transformed into a mesmerizing environmental sculpture.
Often compared to international artists like Christo, who famously wrapped Berlin’s Reichstag in fabric, or British artist Sam Cox, known for turning his home into a massive artwork, Halaby has become one of Israel’s most celebrated and beloved artists.
Staying true to identity
Halaby’s rise hasn’t been without challenges, especially since the onset of the Israel-Hamas war, known as Operation Swords of Iron. Some of his international exhibitions were canceled due to the political climate.
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“For example, I had a show in Dubai that was canceled after October 7. They told me, ‘Present yourself as an Arab artist and leave Israel out of it.’ But I’m proud to be Israeli. I choose to rise above hate and continue spreading light and love.”