‘Ad 120’, currently owned by The Shapir Group and The Phoenix, was founded in 1992 as a network operating independent living facilities. Over the years, it has spearheaded a fundamental transformation in the industry. Today, it operates magnificent Longevity residential complexes for senior citizens at the standard of 5-star hotels.

Since Tomer Rozenberg assumed the role of CEO of Ad 120 about three years ago, bringing with him diverse and varied concepts from the field both in Israel and globally, the network has undergone an evolutionary process.

From an independent living network focused on the collective, creating protection and stability for residents, Ad 120 has transformed into a network of luxury Longevity residential complexes centered on the individual. This involves identifying the subjective needs of each resident to enable them to live with an optimal quality of life during their stay, and individually improving their cognitive, physical, mental, and nutritional metrics, all while maintaining excellence and a superior customer experience.

The world of longevity talks about extending lifespan, but for those aged 80 and over, it is a different kind of longevity - one where we improve the biological age of every resident, during his or her stay in the complex, and build upon it over time.

The vision guiding the network in recent years is to enable seniors to enjoy a high-quality, up-to-date, and rich Longevity living experience, alongside medical security, a culture of leisure, an active community, and a comprehensive service package that promotes successful longevity and a particularly high quality of life.

In recent years, the Ad 120 network has formulated a unique Longevity concept for senior citizens, emphasizing six core dimensions that together strengthen the human body, mind, and spirit. A personalized work plan is built for each resident, supporting each system: MOVEMENT - strengthening the body and motion; MIND - strengthening thought and cognition; NUTRITION – personalized nutrition and vitality; MEANING - content and purpose; WELLNESS - balance and well-being; and CONNECTION - a rich social and community life.

Today, Ad 120 operates five luxury Longevity residential complexes for seniors across the country: Tel Aviv, Modi'in, Hod Hasharon, Rishon LeZion, and Kfar Saba. An additional complex is under construction in Kiryat Motzkin, with further expansion planned in other cities, including Ness Ziona, Jerusalem, and Kiryat Ono.

Tomer Rozenberg, CEO of the Ad 120 network: "The Ad 120 network has set a goal to enable seniors to enjoy successful longevity and an exceptionally high quality of life based on the Longevity concept we have been leading in recent years. This concept encourages a lifestyle that contributes to this through physical strengthening, mental resilience, maintaining mental vitality, psychological well-being, personalized nutrition, and a rich community life. We currently operate five Longevity residential complexes for seniors in Tel Aviv, Modi'in, Hod Hasharon, Rishon LeZion, and Kfar Saba, offering a luxury living experience, a professional longevity center providing comprehensive support to strengthen the body, mind, and spirit, a wealth of cultural and leisure activities, an active community, and an extensive array of services. Additionally, we are currently building the network's new complex in Kiryat Motzkin and are continuing to expand our operations to other areas, believing that every city in Israel needs a high-quality, advanced Longevity residential complex tailored to the new generation of senior citizens."

The Ad 120 network recently launched a new, prestigious Longevity residential complex, the first of its kind in Israel, with an investment of approximately NIS 600 million in the city of Modi'in.

The new complex is located in the City Center neighborhood of Modi'in and includes a wide variety of 2-room, 2.5-room, and 3-room apartments. All apartments in the project feature balconies, and residents are also offered private parking spaces and storage units.

The entire new complex was built according to the Longevity concept, a lifestyle that encourages and contributes to successful longevity: Physical strengthening, mental resilience, maintaining mental vitality, psychological well-being, personalized nutrition, and a rich community life. At the heart of the complex operates a Longevity Center, the first of its kind in Israel for senior citizens, offering residents comprehensive professional support under the supervision and guidance of leading professionals. Among other amenities, the center features a cognitive training studio, personalized nutrition programs, a fitness center, a heated indoor semi-Olympic pool, an equipment Pilates studio, a music room, a ballroom dancing studio, movement classes, yoga, Feldenkrais, water activities, music therapy, and more. Every resident in the complex will enjoy a personalized Longevity program tailored to their needs.

Additionally, the new Ad 120 complex in Modi'in includes a restaurant and cafeteria, a sports and spa center, a clinic, a physiotherapy institute, commercial spaces, a synagogue, and diverse community spaces.

The culinary consultant for Ad 120 Modi'in, who will design the menu for the restaurants in the prestigious complex, is the leading chef Shahaf Shabtay, chef of the ‘Pop & Pope’ restaurant, chef for the Israeli airline Arkia, and head chef of the four restaurants at the Museum of Modern Art (MAM) complex in Shanghai, China.

This article was written in cooperation with Ad 120