In a world where the sense of stability among Jewish communities abroad is being tested, a renewed turn toward Israel is emerging as an additional residence- not necessarily as a replacement for an existing home, but as an expansion of possibilities. In this reality, Tel Aviv is once again center stage, thanks to part of its well-known urban advantages: Advanced services, accessible transportation, and education and healthcare systems that also speak to the international audience.

Within this trend sits “Beyond the Square,” by BAIT VEGAG - not another glittering tower trying to dominate the skyline, but rather a different approach to the housing market: Six adjacent boutique buildings forming one system, a kind of urban boutique neighborhood just steps from Kikar Hamedina. It is a model that tries to begin with the person and their needs - before the contract, before the floor, and before the technical specs.

The project spans Six addresses: 133 Jabotinsky, 135–137 Jabotinsky, 152 Jabotinsky, 34 Remez street, 30 Pinkas street and 18 Lipsky. Each is an eight-story building characterized by the same attention to planning and details, the same level of service, and the same residential philosophy - yet each with a different construction pace and apartment mix. The emphasis here is on flexibility: suitability for those who live in the city permanently alongside those who spend limited periods in Israel or need a property that can also be managed remotely.

The apartment selection is unusually broad for a boutique project: 2, 2.5, 3, 4, and 5 rooms, garden apartments, special units, and penthouses. Prices are also varied, starting at NIS 3.93M for a 2-room apartment and reaching 20M NIS and above for luxury penthouses.

The uniqueness of the “Beyond the Square” model lies in the order of decision-making: First defining location, then lifestyle, budget, and future needs - and only then choosing the building and apartment. “The buyer does not align with the project - the project aligns with the buyer,” says the team at BAIT VEGAG. A short sentence that summarizes an entire planning and service philosophy.

Accordingly, each building allows detailed customization of the interior layout - down to infrastructure adjustments, re-division of rooms, finishing specs, and overall living experience. Interior designer Albert Escola is responsible for the lobbies and shared spaces and accompanies purchasers of special apartments who wish to do so. For international investors or long-distance buyers, this is a significant advantage: a combination of real-estate concierge with the logic of architectural turn-key.

In addition, the six buildings are at a different stage of development, allowing for a relatively wide entry window: Lipsky 18 is nearing completion and is expected to be occupied in the coming months; the buildings at 133–137 Jabotinsky are at the beginning of construction and are expected to be delivered at the end of 2028 and beginning of 2029; while 152 Jabotinsky is expected to begin construction after tenant evacuation is completed, within a few months.

The gaps between project stages are part of the flexible model - those planning a near move can choose a more advanced building, while those viewing the purchase as a long-term process or strategic location can enter a project still at its early stages.

Kikar Hamedina has long been more than an upscale shopping district. It is a cultural-economic hub connecting international institutions, leading clinics, diverse neighborhoods, embassies, and academic centers. But just outside the circle, on the squared side streets, something different awaits: Proximity to everything interesting - without the overload.

Here comes the logic of “Beyond the Square” - located only a few steps from the square, yet offering a softer sense of neighborhood, adjacent to Abraham Garden, dog parks, and green walking paths. The closeness to urban attractions alongside living on quiet, leafy streets creates a rare balance between tempo and breathing space - one that can serve families, individuals, and investors equally, at every stage of life.

According to the unique approach led by BAIT VEGAG, the company emphasizes that the project does not target a single predefined audience. On the contrary - it recognizes a housing reality in which the buyer profile is not uniform. Within this model, Israelis seeking to upgrade their living environment without giving up urban connection coexist with buyers from abroad seeking an additional anchor in Israel or a base for periodic stays, investors looking for a residential product with guidance and service - not only square meters - as well as those considering a gradual return to Israel. From this perspective, “Beyond the Square” presents a wide variety of possibilities.

From a broader viewpoint, the initiative fits into a noticeable shift in the local market: Moving from an almost automatic preference for towers as the standard of luxury toward more modest-scale models inspired by boutique neighborhoods in cities like London and Paris. This approach seeks to treat luxury not as an obvious external symbol, but as the result of a renewed relationship between apartment, building, and public space - a relationship that tries to balance accessibility, neighborhood feel, community, and privacy. For a market previously associated mainly with height, iconography, and spectacle, this is a change in tone - even if still cautious.

The question hovering above the initiative is fairly simple: Can local luxury be measured not only by what is seen from the outside, but also by its ability to create stability, choice, and a sense of belonging in a period when people live across borders, markets, and shifting realities.

For more information: BAIT VEGAG

This article was written in cooperation with BAIT VEGAG