The Tower on No. 1 Rothschild Boulevard is a revolutionary building in Israel both in its urban significance and its architecture. It provides the connection between the city's central prestigious Rothschild boulevard and the bohemian low-rise quarter of Neve Tzedek. With its primary use of dwelling, the tower beaconed the change in the perception of urban life, magnifying the benefits of high rise living, the flexibility of design, mixed-use and quality of life. The tower's all-glass facade revealed the city's hidden panoramas and created a classic and iconic architectural landmark at the end of the boulevard.
The initial program for the tower imposed several challenges – a prestigious entrance to the tower from Rothschild's side, with complete separation from the office and retail units and a fully private day-lit spa and pool with a fitness center. Yashar's design suggested a 32 story glass tower moderated with a Five story low-rise office and retail building leveling with its surrounding. The residents entrance, facing Rothschild Boulevard, is a monumental eleven meters high glass lobby. The entrance to the office and retail faces north, towards the business oriented Ahad Ha'am Street.
The design refers to the tower as an urban Joint, a focal point for this urban transition in scale. The tower's residential lobby opens to the new rectangular square on Rothschild, which pivot's the entrance to Neve Tzedek, while the low-rise office and retail section, balancing the scale transformation between the boulevard and the "Village".
The tower features innovative use of internal and external shading elements, especially as an all curtain wall building it proves to be livable and moderate in its use of energy. both internal louvres and external beams were developed within the building's architecture. The double glazed glass is equipped with Schuco's unique product of internal louvers. The external beams also incorporate the large cantilevered terraces that add large shaded areas on the façade. The beams allow for tenants greater use of the balconies as they shelter these areas from the accelerated wind near the tower.
The Bauhaus modernist heritage that forms the towers urban surrounding is echoed by the external horizontal cantilevered beams which embrace the tower. These white beams function both as green elements that shade the glass façade and as an organizing structure for the balconies that are located freely according to the apartment's final layout. The area's white - modern past is also adhered to by the low-rise office section that is designed as a white cube, featuring a unique white pattern layered glass. It allows vision from inside while looking as an opaque white cube from the outside. The roof of the low rise office building supports a large roof garden for the use of the outdoor swimming pool with its adjacent spa and fitness facilities. This common area is not just a room in the building but an external space for residents to meet and enjoy the city's views. The roof garden floor is connected through a double height gym to an infinity pool extending views towards the shoreline.
The design of No.1 rothschild boulevard tower sets a new standard for a residential tower in Israel, The tower's column free plan and fully glazed facade provided maximum flexibility for the interior organization. The symmetrical central core enables the design of 4 apartments per floor to be easily modified by the tenants and developers – adding floor space to fit individual needs. The tower also features double height floors with over seven meters high sea facing windows. Economically, this tower has been nominated as 2010 most successful real estate project in Israel, a catalyst for others to follow on high rise development.
