A new hotel in Tel Aviv, Israel is offering a more than just a place to spend the night: The Vera gives travelers the opportunity to experience the excitement of the city up close and personal, with artisanal amenities, art and design by local creatives, and a hyperlocal concierge. Located near one of Tel Aviv’s most heralded streets on an arterial road. At one end are the boutique shops and galleries of Neve Tzedek, the old neighborhood of Tel Aviv. It then leads through Allenby Street, which thrums with activity both cultural and commercial. It’s a special place to make the base for exploring the city whether on vacation or business. The creators of The Vera are passionate about all things Tel Aviv, and created this hotel experience in order to celebrate and share the best that the local area has to offer.
This 39-room boutique hotel has plush rooms of several different sizes, a busy bar, spa, rooftop sundeck and personalized service. The area where The Vera is located is special not just for its activity and history. It is one of the areas of Tel Aviv where old office buildings and other industrial spaces and are being rehabilitated and converted into new trendy bars and restaurants.
The interior of the hotel is a fitting expression of the renaissance going on with the neighborhood and old buildings. The modern, urban design preserves the raw floors and unplastered walls as unique design elements, accompanied by an infusion of high-quality materials and varied textures. Punctuated by greenery both inside and out, the space — designed by Yaron Tal Studio with exterior and interior architecture by Asaf Solomon — blends all the parts into an authentic local travel experience for savvy guests. In a way, it is much like the city itself — a structure with a long and rich history whose interior parts have been modernized.
The concept of a distinctive “local anthology” was developed for the property by Israeli hotelier Danny Tamari, for whom The Vera is a debut project. Tamari has put the focus squarely on local designers, brands and talents to create a narrative that helps tell the Tel Aviv story in every way possible, from the lobby through to each of the amenities in the guestrooms. Stocked full of all things artisanal and hand-crafted by Tel Avivians, The Vera presents products made exclusively by homegrown artisans — ranging from the soap in the bathroom to the liquor the bartender pours into signature cocktails. The hotel follows the local mantra by creating a delightful experience for guests with special materials and ingredients found in the area.
The lobby is a design highlight and casual gathering spot for guests and visitors, featuring a help-yourself wine machine that offers a curated local wine selection. At the bar, local mixologists present a signature cocktail menu and small bites. The custom furniture in the room was created by Tel Aviv-based designer Tomer Nachshon and the industrial style light fixtures are by Ohad Benit.
Just outside the lobby and bar area is an outdoor patio with tables, chairs and sofas. The extra space is ideal for enjoying the warmer weather at any time of the day. Large glass doors also bring an abundance of daylight into the space. This view also provides a nice look at the contrasts between old and new materials, and an industrial style juxtaposed with a more contemporary look.
Lights across the top of the outdoor seating area make it welcoming at night and a removable awning allows guests to continue enjoying the space when it starts raining.
Far from the madding crowd below, the rooftop at The Vera offers a respite from the frenetic action on the street. Guest have round-the-clock access to the lounging areas of the rooftop, which is ideal for watching the evening sunset or attending any of the special events for guests. The rooftop can also be reserved for events, meetings and parties. Yoga and Pilates sessions are regularly held on the rooftop by local instructors as well. For even more relaxation, from mid-2018, guests can luxuriate in a spa experience after a full day of meetings of sight-seeing. The Vera’s own spa facility offers deep tissue, aromatic and Thai-style massage treatments and a full menu of rejuvenating therapeutic experiences. All spa treatments use organic, local products, including oils, bath products and candles by Arugot, a family-owned company in the in the Western Negev region of Israel.
All the guestrooms in The Vera are modern, stylish and comfortable for both business travelers as well as leisure-seekers. The spaces all are designed around a signature oak wood interior and furnishings by Tomer Nachshon. Luxurious beds feature 400-thread Egyptian Cotton linen sheet. Other amenities can include Bluetooth speakers, plush towels, hooded robes, walk-in showers or stylish free-standing bathtubs. Hand-woven, hemp rugs, an LCD flatscreen TV and free Wi-fi round out the extras. And, just as in the spa, in-room toiletries are by cosmetics brand Arugot.
Each room also offers a complimentary copy of The Vera Magazine, which provides “in the know” advice to guests who want to experience the city like a local. The magazine is a collaboration with local lifestyle magazine Telavivian.
The bathroom area is light and bright thanks to an abundance of natural light that comes through the frosted glass wall. This design is far preferable to other hotel designs where the bathroom is very dark and typically has inadequate lighting. The finish on the wall is a modern take on the unfinished textures in the communal parts of the hotel, conveying a rich and tactile feeling. Dark hardware serves as an accent in the neutral space and adds a bit of edginess with its modern style. The shower also features a more deign-forward drain style than the usual hotel bathroom.
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