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Many old science fiction shows and stories, as well as the accurate predictor of the future The Jetsons, envisioned a time when humans would live under a bubble and essentially work, sleep, eat, and play under the same roof.
These prognosticators may be considering the George Tel Aviv Hotel, billed as Tel Aviv’s first lifestyle destination.Opened in early February and now ramping up to full operations, the 14,000 sqm hotel has 130 rooms, 40 suites and apartments designed for long-term stays, meeting the lofty goals of what management calls “SevenEx” – Seven urban experiences focused on the needs of locals and temporary residents: Live, Work, Party, Celebrate, Eat, Stay and Relax.
The George is the first foray from Elco Hospitality, a subsidiary of Elco, one of Israel’s leading publicly traded holding companies and owner of the Electra brand and the ill-fated 7-Eleven chain. They hired Michael Chai, who has extensive experience building and managing boutique hotels in Israel and around the world, to run Elco Hospitality and manage the hotel. “Sure, we’re a hotel, but we’re so much more than that,” explains Eyal De Leeuw, Elco Hospitality’s vice president of brand, partnerships and community.Catering to the growing global trend of membership clubs within hotels, The George Hotel is open not only to guests but also to local members, allowing them to participate in the SevenEx experience.
For a monthly fee (approximately NIS 850), members gain access to one of the many workspaces The George has to offer, complete with the fastest Wi-Fi, sparkling kitchens, stylish workstations and four spacious and Well-equipped meeting and event rooms. They will also have full access to the relaxation area on The George Hotel’s wellness floor – spa and treatment rooms, Pilates classes, wet and dry saunas, swimming pool (coming soon) and a fully equipped gymnasium with Boost studio offering professional training sessions. “To become a member, it has nothing to do with what you do, you just need two referrals from existing members. That way, it’s very organic,” De Leeuw said. “It becomes a community.” When it comes to entertaining and cooking, celebrity chef Barak Aharoni (ex-Norman) always has delicious dishes on hand – at the soon-to-open Pardes restaurant (the hotel’s only restaurant open to the public) in between), an already operational loft (serving breakfast, lunch and dinner for club members and guests), a deck bar by the pool and a jazz lounge with music most evenings. None of the restaurants have kosher certification, and they are all open on the Shabbat. However, the soon-to-open produce deli will have Zohar kosher certification. To the residents of Tel Aviv, this sounds ideal. The George is centrally located in the heart of a gentrifying area full of restaurants (there are still some grocery stores and scrap metal yards) and a 5-minute walk from the bustling Rothschild Street St.), 2 minutes’ walk away. Carlebach S-Bahn station is a few minutes’ walk away, from where you can easily reach the rest of the city.The kind of place you don’t want to leave
But for guests, like me recently, it’s even better – a place you never want to leave. The George features stunning architecture designed by Lazaro Rosa Violan and more than 1,000 works by Israeli artists curated in partnership with the Gordon Gallery. There isn’t an open space or wall where you can stop and gape, sometimes even wonder. When members stop for a drink or cocktail, or end the day at the health club, there’s a sense that guests are inhaling Tel Aviv’s cosmopolitan atmosphere permeating it. It’s fun and contagious.
The guest rooms are carefully designed so that every inch of space creates a comfortable and elegant atmosphere. Although the corner room we stayed in was not big, it was enough. The bathroom and shower room are also something to write home about – high up and isolated from the living area. We had dinner and breakfast at the Loft, a spacious, dimly lit venue that exudes Tel Aviv chic. I could have sworn that the woman dining with my companion across the room was Bar Rafaeli, but my wife told me to stop dreaming and look at the menu. With a leafy, healthy mix of salads, pizzas, pastas, burgers, chicken and steaks, the Loft’s menu covers most of the bases, and the food is beautifully presented and tasty (and the entrees come out of the kitchen together, Not that this is taken for granted in Israeli restaurants.) Unlike the lavish breakfast buffets that are ubiquitous in Israeli hotels, The George Hotel offers dine-in service with a menu that includes a large selection of entrees. Each dish was accompanied by a basket of freshly baked breads and pastries, which was very plentiful. I don’t wake up feeling full – as usually happens after eating a buffet. Last but not least, there is ample free underground parking, something you can never take for granted, especially in Tel Aviv. If I lived nearby I would definitely be friends with some of the members so they could vouch for my membership. Luckily though, the price per night is comparable to most Tel Aviv hotels and I can still return as a paying guest anytime. The George Hotel Tel Aviv5 Tal Street Tel Aviv, Israel03-3104400thegeorgetelaviv.com/The author was a guest at the George Hotel in Tel Aviv.
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