Vitrina is a novel concept for Museum Shops. Located at the Tel Aviv Museum of Art and at the Herzliya Museum of Contemporary Art, it envisions its role as a producer of art and of artistic content that is in line with the museum spirit and with the shops' setting in museums. During the fair, the store turns itself into a Museum of Natural History Shop. Artworks and products that have to do with the worlds of humans and nature are on display in the store. Their subject matters range from extinct and stuffed animals, through evolution and mutation, to fairy tales and myths.