Colorful Euphoria, Tel Aviv

by Anna Kopito | 05.03.13

Name> Irit Strauss
Occupation> Owner of Alma Hotel, co-founder of Adi’s lifestyle
Residence> Herzliya
Book> The Map and the Territory by Michel Houellebecq
Building> Prada’s Flagship store, New York, by the architect Rem Koolhass
Dish> Anything with fish
City> New York and London

Alma Hotel is located on the corner of Yavne and Ehad Ha’am st. in central Tel Aviv. Recently conserved according to the concept of historic preservation, the building was originally designed by Dov Tashodnovski and built in 1923. The conservation and reconstruction was undertaken by Amnon Bar Or, and the interior designed by Ari Shaltiel. The original art works were selected and curated by Adi Gura.

The conservation is relatively stringent, keeping major features of the original structure, in particular windows, banisters, flooring and the wall paintings in the main passage areas. Individual rooms were given to a more personal interpretation.

The hotel is in keeping with a current trend in central Tel Aviv which has seen a significant number of buildings acquired by real-estate groups and transformed into exclusive boutique hotels. Catering for the business community and the luxury travel sector, this orientation, which has been rife for the past decade, is changing the face of the city for better and for worse.

Careful attention was paid at Alma Hotel in selecting the exact objects and details. The hotel offers a stimulating experience aimed at a specific kind of traveler. Each room has its own theme combining different cultural facets inside one space. While the result might seem at times dense, it is nonetheless overwhelming and powerful.

Catering for the business community and the luxury travel sector, this orientation, which has been going on for the past decade, is changing the face of the city for better and worse. The level of investment is very high, with careful attention paid in selecting the right details. The hotel offers a stimulating experience aimed at a very specific kind of traveler. Each room has a theme bringing together different cultural facets in one space. While the result might seem dense, it is nevertheless total and powerful.









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