The story of Tel Aviv began with Rothschild Boulevard and a simple gathering of like-minded individuals. These people shared a seemingly impossible dream: the dream of building the first Hebrew city, which would one day take its place among the greatest cities of the world. On April 11, 1909, this group, representing 66 families, came together to establish the Jewish neighborhood of Ahuzat Bayit north of Jaffa, on land that had been nothing but sand dunes.

This remarkable project reflects Tel Aviv’s inimitable tempo and cosmopolitan character. Its innovation, audacity, and originality. Its imagination, style, and freedom. The secret lies in its ability to capture the timeless magic of Rothschild Boulevard, which over the years has become Israel’s largest, most important cultural and financial hub. Here is the center of Israeli business, setting the course: creating, initiating, and leading. Non-stop.