Originality. Relevance. Timelessness. Daring.The four pillars that build an architectural creation into a masterpiece. Yet they cannot stand alone. For it is not the pillars themselves, but the experience they bear aloft – intelligent, precise, one-of-a-kind – that makes this creation complete and unparalleled.

Amid the succession of beautiful buildings that have won Rothschild Boulevard the coveted title of “World Heritage Site,” one unique structure stands out, with a distinctive charm that captures the gaze and hearts of all those who look upon it. Rothschild 87 is simply the highlight of the entire historic boulevard. A monument created as a tribute to the International Style and the architects who brought it to life; to this exceptional boulevard that serves as its foundations; to the history woven between its walls; and to the design, materials, and essential quality that transcend both borders and time.

Tel Aviv’s first boulevard. Stretching westward from HaBima Square to Neve Tzedek, Rothschild Boulevard has been a Tel Aviv icon since those early days when the “city” contained no more than four streets and was still known as Ahuzat Bayit. Its planners’ groundbreaking vision gave the boulevard a central role in the urban development of what was to become the first modern, cosmopolitan Hebrew city. The beautiful buildings, cultural and community centers, cafes, boutiques, hotels, bars, kiosks, trees, flowerbeds, benches, and the many people walking among them testify to how prescient and accurate this vision was. Over the decades, Rothschild Boulevard has continued to fulfill its purpose as a contemporary urban icon whose story is intertwined with the story of Tel Aviv, and of Israel itself.
The boulevard’s diverse architectural styles speak to its evolution from a design perspective. In the older, southern part of the boulevard, the buildings are defined by the Eclectic style, which emphasizes decorative motifs. In the northern section, dating from the 1920s and 30s, it is the International (or Bauhaus) Style that is dominant, notable for its functional low-rise construction and focus on clean, simple lines. Rothschild 87 is found in this northern part, in an area known as “the White City,” which is considered one of the most remarkable examples of Bauhaus architecture in the entire world. UNESCO’s declaration of this area as a World Heritage Site in late 2003 set in motion Rothschild Boulevard’s reinvention as the most desirable luxury brand in Tel Aviv today.