Landing Strip
The new local bar, the restaurant you must visit, a dance show around the corner and an overall sense of revival and renewal – the first weekend in Rothschild 1 was marked by familiarizing with our new area
Suddenly my choices came to life and I realized what I've done while working on the new store at Rothschild 1 Tower. That's how I felt Friday, when the store opened for the first time.
The first weekend was hectic, filled with events, familiarizing with the area and mainly – in creating a sense of home. Whether it's a collection, store or interior design, every designer comes face to face with this moment. In which the creation leaves the imagination and comes to life.
Every creation tries to give way to a cultural and aesthetic experience which will transcend what we already know and create something new in the world.
The moment in which everything sets itself in motion is also the moment in which you comprehend the meaning of every choice made along the way. With the new store, the aim of my choices was to support the designs and give Maya Negri customers another home away from home; whether it was choosing the location, our design partners or the overall appearance of the space. And there's no doubt this store poses a challenge for me, by being so strong and, standing out in the street. In many ways, the launch of a new store reminds me of moving an apartment. In this case, and mainly due to its central location, it allows me to re-examine my identity as a Tel-Aviv local about to celebrate her 34th birthday.
Only a couple of hours passed since we finished arranging the clothes on the racks, organized the display window and opened our doors till the first visitors and passers-by walked in, with huge smiles. Amidst the rapid pace, a journalist came to interview me. An hour later, I booked an appointment with Jean Cohen, the undisputed master of hair. As the brand was being renewed, I too felt the need in surprising regeneration. And indeed, after a short while I parted him with a foot less of hair. 
After returning to the store, I visited another local important landmark: Pronto Restaurant, the Italian Trattoria. I know Raffi Adar, the owner, for many years, His crazy energies charged me and over magnificent Italian food, I also met artist Avraham Pesso and encountered fascinating work.
At that point, I started realizing just how much the store is a point of entry to cultural journeys in the wondrous part of the city. After Pronto, I was invited by Ketty Bar, editor of the interactive magazine, ZOOZ, to a pre-premier dance show by Ohad Naharin at Suzan Dalal. Naturally, my ride came to pick me up from the corner of the new home at Rothschild 1 Tower.
At the end of the day, I rode back home on my bike, cruising along the sea; and soaked in all of its beauty and calm. Even before that, by the way, I found the restaurant-bar which I like in Neveh Tzedek – Lolo on Shabazi St. – where the barman serves legendary summer cocktails.
On Friday I took my daughter Alma to see the store. I changed the display window a little bit, we sat at Lolo and at 1 PM we went home to get some rest. On Saturday evening I remembered that the lights in the window were off. I was back there in half an hour. The taxi driver, by the way, loved the exposed concrete in the store. He said it's economical.