A New Way: Moments away from the launch of the new store in Rothschild 1 Tower
Amazing location, various materials and surprising encounters. This is how the journey for the newest member of the Maya Negri family started
This Thursday will finally see the test-launch of the new Maya Negri flag store, in Rothschild 1 Tower (at 10 Ehad Ha'am st.) in Tel Aviv. This is another opportunity for me to provide you, my clientele, a new experience and give you another taste of my personal inspirations.
For me, every Maya Negri store is home. I always dreamed about placing a curtain in each of my stores, draw it by night and create a home-like space; so that I will have many homes throughout Israel. Sometimes I sneak to the stores in Rishpon or Zichron Ya'akov for a few peaceful hours at night. I would like my customers to feel the same way about our stores; as a warm home away from home, expecting their arrival.
I found the space for the new store after prolonged searches in central Tel Aviv. I wanted to position it where I like to be. I wandered through Lilinbloom st. and Neveh Zedek and also went down south to Jaffa and The Flea Market area.
Even though I wanted to see one of our stores in these places, I couldn't find a space that will convey the values Maya Negri Fashion House aspires to; something in me didn't feel quite at home.
One day, on my way to yoga class, I saw a sign in Neveh Zedek – "Vacancy". From that moment on, it all came together. Three minutes late I already had an appointment and the road for the new store was finally paved. Today, when I stand time in the new store, getting everything ready, I know I chose the right location.
Where Rothschild Avenue meets Ehad Ha'am st., historical Tel Aviv encounters its most vibrant future. This is where it all began. Also, there's no doubt that this is a bustling business area, with an abundance of businesses and offices; which includes a great deal of my customers. I wanted to be a little more accessible for you – for all the bankers, gallerists, lawyers and business women. We will provide a personal service for every woman and create a cozy spot that will convey urbane sense at the same time. Apart from that, the store also includes a private space for fitting, hidden from the street.
Ever since I first met the wonderful people of the Habas Group, the owner of the new tower, everything fell into place. Perhaps it has something to do with the fact that I only met women, or perhaps it is because I suddenly found in the heart of Tel Aviv (both trashy and classy at the same time) a luxurious compound that fits our store amazingly; perhaps because of the area location. And perhaps all of these reasons came together to one major decision.
The architects I chose to design the space are Philipp Thomanek and Karina Tollman from the studio K1P3. Their design has an urbane quality on the one hand and a feminine quality on the other. As Karina herself says, the inspiration for the design came from both the brands aesthetic values and the location itself. Philip and Karina received a primal space, in a tower that is now in its final building stages.
The exposed blokes and concrete became a leading element; so, Philip and Karina decided to leave them exposed.
Another dominant element in the space is the building's facade and the inner division of the display window; which affected directly on the division of the inner space. Inside, the design moves between elegance and minimalism, alongside a soft, familiar sense, which tries to create for every customer a cozy, private space.
If our store at Rishpon is characterized by straight lines, than here the combination and diversity of materials rule the space. This whole process is led by Karina and Philip as I believe the team should be allowed to work. I'm very selective when it comes to choosing my partners for creation; but when I reach my decision, I tend to let go.
And most of all, I'm so excited to know that soon we will be able to share this adventure with you, face to face. Soon, of course, we will update you about our opening events.