Most people go to the Western Wall to pray, but now some will also head there to pay.
The Israeli cabinet is set to approve a plan that would allow for sponsorship messages to be beamed onto the Western Wall, sources in the Prime Minister’s Office told Haaretz.
If the law is passed by the Knesset, any company will be able to project the image, logo or slogan of its choice on the ancient stones, for a price.
The proposal, drawn up by MK Mordechai Hidud, will take advantage of technology being developed by Kfar Sava-based start-up Kotelad. The company – the brainchild of U.S.-born Joe King – has come up with an innovative laser projector capable of beaming high-quality images onto walls, domes, minarets and steeples.
“After thousands of years of just being there, the Western Wall will finally be able to fulfill its commercial potential,” King said. “The religious and spiritual center of the Jewish people should reflect Jewish heritage – and thus be dedicated to bringing in a healthy profit.”