Rothschild BLVD.


Paris has its Champs-Élysées and Saint-Germain. New York has its Fifth Avenue, Madison Avenue, and Times Square. Tel Aviv has its Rothschild Boulevard, which is pivotal to its branding as a non-stop cosmopolitan city.

Boutique 77, Neve Zedek neighborhood

Rothschild BLVD.

Rothschild BLVD.

Levinsky Market

Rothschild BLVD.

CENA', Herzl St.

'Herzl 16', Herzl St.

'TIMNA', Lilienblum St.

Barbi Club

“The White City.”

 Rothschild Boulevard was the perfect backdrop for the Eclectic and Bauhaus buildings that came to line both sides of the street. Most of these were built in the 1930s and 1940s in the International Style, earning Tel Aviv the nickname of
“The White City.” The buildings themselves have become sizzling hot real estate in the modern era.

Rothschild BLVD.

The Non-Stop City

Norman Hotel

Rothschild BLVD.

'Herzl 16', Herzl St.

Over the years, Rothschild Boulevard has been a magnet for office buildings, bankers, accountants, and lawyers. It has hosted art spaces and designer studios, restaurants, and entertainment venues. In the past decade, the Boulevard has become a fast-paced, dynamic business hub, home to venture capital funds, global internet and technology companies, and the hottest up-and-coming startups, bubbling with energy and poised to make that big breakthrough.

“I wander the streets of Tel Aviv searching for a word that encapsulates the spirit of this extraordinary town”

– Binyamin von Wiesl, 1925 –

Ever since it first sprang up from the sand dunes on the Mediterranean shoreline, Tel Aviv has embodied an exhilarating blend of old and new. Tradition mixes with progress, while finance and hi-tech blend into the frenetic nightlife, and graffiti and rock ‘n’ roll meet classical art. This heady mix led to Time Out naming Tel Aviv as the #8 best city to visit in September 2021. An international, innovative, enterprising, avantgarde metropolis – the hub of Israel’s hi-tech industry and the beating heart of the Startup Nation.

Tel Aviv, a cosmopolitan, eclectic city of contrasts, offers its residents and visitors a broad range of non-stop experiences: upscale fashion shopping and secondhand thrift shops, gourmet delicatessens alongside colorful market stalls, exclusive restaurants, bars, and clubs next to authentic street food outlets, and a mind-boggling selection of cultural, sports, and leisure centers. There’s no other city like it in Israel. There’s no other city like it anywhere.

Rothschild Boulevard has touched the life of the city and the country from their very beginnings. Along its promenade are works of art created by some of Israel’s foremost artists. This is where the first book fair took place in 1926, later evolving into Hebrew Book Week – a hallowed tradition for book-lovers. In the 1930s, the Egged Bus Cooperative had its Central Bus Station there, and over time the Boulevard has become a kind of open museum for the Bauhaus and Eclectic building styles, which defined architecture and construction in the early 20th century. It has also earned the city a place on the UNESCO World Heritage List. One of its most impressive buildings, at 46 Rothschild Boulevard, was even home to the Russian (later USSR) embassy until 1967. The building has since been renovated and has served various purposes, including as Sotheby’s auction house. 

Alongside its older houses, over the years residential towers have been built, while office buildings and luxury hotels have sprung up, blending into and enriching the upscale boulevard. Ever since those early days as the boulevard of Ahuzat Bayit, Rothschild Boulevard has been the city’s beating heart. A meeting point between the urban experience and all other things typically Tel Aviv: young mothers with strollers meeting to chat over a refreshing salad in their regular café, dog owners walking their pets, lawyers and startup entrepreneurs coming down for lunch, bleary-eyed clubbers, and people zipping along the bicycle lane on electric scooters. 

Rothschild Boulevard is not merely an island of green, that beckons and comforts everyone in the heart of the city – it is that most iconic of Tel Aviv fixtures.