The concept behind this museum is to create a unique and immersive experience centered around the cultural phenomenon of swearing and cursing, inspired by the life and legacy of Matti Landstein, also known as "Swearing Matti." The idea is to establish a museum that not only commemorates Matti's vibrant personality but also captures the essence and the atmosphere of the Levinsky Market in Tel Aviv, where his iconic pub "At Matti's" is located till this day.

The museum aims to showcase swearing and curses in a playful and engaging manner, paying homage to Matti's daily ritual of playfully swearing his customers. It serves as a cultural hub, preserving and celebrating the distinctive character of the neighborhood and its people. The continuity of the tradition through Matti's grandson adds a generational touch, highlighting the enduring charm and uniqueness of this cultural phenomenon. Overall, the museum aims to offer visitors a memorable and entertaining experience while honoring the rich heritage and traditions associated with cursing and swearing in this specific cultural context.

In its overarching mission, the museum strives to be more than an informative space - it aspires to be an experiential journey. By offering an immersive encounter with the traditions associated with swear words and phrases in this specific cultural context, it becomes a conduit for both education and entertainment. Visitors leave not only with a deeper appreciation for the heritage preserved within its walls but also with a lasting impression of the vibrant and captivating cultural mosaic that defines this unique corner of Tel Aviv.