Architectural tour of the main business center – MAAR – Rothschild

The tour of the Rothschild Museum focuses on the relationship between strict preservation of historic buildings and development. The residential and office towers built along the avenue through the transfer of building rights.
Rothschild Boulevard is the first boulevard in Tel Aviv, established with the foundation of a mansion in 1906, when the first trees were planted. The buildings on the southern part of the boulevard were built in the 1920s in the eclectic style, and many of them are designated for preservation, while the buildings on the northern part were built in the 1930s in the international style, and a significant portion of them are also designated for preservation.

In the Tel Aviv master plan, the avenue was defined as a main business center. (Maar), and as a result, it was decided to allow the construction of office towers and mixed-use buildings.

During the tour, we will examine the changes that have occurred in the urban fabric. Through several prominent projects – the project under construction at Rothschild 10, the tower at Rothschild 17, the International Bank Tower at Rothschild 42 and the Alrov Tower at Rothschild 46 – and we will also deal with additional projects that are currently in the planning and execution stages, reflecting the tension between preserving the architectural heritage of the White City and the development needs of Tel Aviv's modern business center.