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At REALITY, we turn our values into actions through real estate development and community initiatives that drive a positive impact on our world and society
We recognize the power of real estate to revive areas and shape homes, businesses, transportation, and the environment.
From investments in surrounding utilities and infrastructure to collaborations with municipalities and local populations, we use our development practices to deliver shared prosperity for everyone.
Following our mission to harness the full potential of every investment, we have developed an interim-use methodology in accordance with the UN’s SDG framework.
Starting with comprehensive research, we tailor to each asset a unique development plan that converts empty buildings and white elephants into thriving spaces that support the local community.
Opening of the Municipal Parenting Center Arlozorov 84, Holon
Jaffa’s Art Wall Launch Jaffa Port
“Public Spaces Design” Course The College of Management, Rishon LeTsiyon
ELSEWHERE Armon Tower, Haifa
ZUMU in Soglowek Compound HaGaaton 8, Nahariya
Intu Arena Arena, Herzliya
“HaThiya in 14” HaThiya 14, Tel Aviv
4 Elements Lincoln 16, Tel Aviv
Van Gogh 360° Arena, Herzliya
Moving into the Complex Lev Mevaseret, Mevaseret Zion
Mystorin Theater Arena, Herzliya
REALITY has acquired the iconic 'Soglowek' factory in Nahariya to transform it into an innovative mixed-use complex. This site holds historical significance, as it is associated with Israel's early industrial and economic development and is strategically located on the city's central transportation axis at the entrance gate. Following the acquisition, we conducted comprehensive urban research that revealed the need for cultural and artistic institutions throughout the city.
As part of our interim-use activities, we collaborated with the local municipality and the organization 'ZUMU' to establish a temporary museum on-site, attracting tens of thousands of visitors. We are working with the Nahariya municipality to develop the complex further and renew it as a vibrant urban hub in the city's heart.
’HaThiya 14’ complex is an industrial building from the 1960s. The building has dozens of blue doors, each opening to an abundant, diverse world of workshops, crafts, innovation, culture, industry, and services.
Due to the unique nature of the complex, future planning will preserve the main building and its diverse range of activities, bridging the old and the new and combining industrial urbanism with creativity.
we emphasized creating an active residential community and repositioned the complex as a space for artistic and creative endeavors, hosting various events, workshops, and tours.
The 'Zerem 10' building in South Tel Aviv combines design, fashion, and culinary arts alongside the rehabilitation workshop of 'Enosh' - the Israeli Mental Health Association. The diverse community of tenants in the complex enables collaborative business and community partnerships that generate significant added value.
'Arena Herzliya' is a lively center that serves as a convergence point for art and culture activities, shopping, offices, and innovation, as well as the leisure, mind, and body culture. The unique location and the nature of the activities make ‘Arena’ an appealing, accessible, and welcoming place for diverse communities.
In 2022, 'Arena' transformed into a vibrant cultural and artistic hub, hosting over 220 events that attracted more than 200,000 participants. In addition, 'HICITY‘, the innovation center of the Herzliya municipality, began operating within the complex. Through a unique collaboration, we are joining forces with them, utilizing the complex as a beta site for pioneering initiatives in carbon emission reduction and resource conservation.
The 'Armon Tower' was built on the ruins of the famous 'Armon Cinema' in the heart of the historic city of Haifa. Since its construction in 2000, most of the tower's 18 floors have remained vacant. Upon acquiring the building, we conducted an urban research study to understand the needs of the area and its residents. As a result, we've decided to shift public perception towards the complex, attracting new audiences and connecting the building to its surroundings.
As part of the value-add process, we renovated the commercial floors to create an inviting space for residents and visitors. With the vision of creating a new reality in the heart of the Hadar neighborhood, stimulating activity in the 'Armon Tower,' and meeting the needs of the community for art and cultural events, we transformed the third floor of the building into 'INTU ARMON,' a welcoming space that hosts ongoing workshops, exhibitions, performances, conferences, bar evenings, and cinema screenings.
The activity attracts new audiences, positively influencing the positioning of the Armon Tower among the tenants, residents, and the local authority.
'Rova 9' is a social-community project initiated and led by REALITY in cooperation with Tel Aviv municipality. It is located on Moshe Dayan St. 52, in one of the central neighborhoods in the eastern part of Tel Aviv, the 'Neve Barbour' neighborhood.
The project aims to serve as a center for the surrounding community, promoting employment and entrepreneurship, fostering the development of neighborhood youths, and making art accessible to the public. Over 12,000 people have participated in events and activities at 'Rova 9' during its three years of operation.
The 'Community House' project serves as a home for social and business organizations in South Tel Aviv, bringing together individuals from diverse cultural backgrounds and various walks of life. This initiative emerged from a collaborative partnership with the NGO 'Elifelet', with a shared vision to establish a space where associations serving marginalized communities could unite.
The complex underwent renovations to accommodate these organizations, creating dedicated areas for community gatherings and improving on-site services.
At present, the complex is home to nine associations, fostering professional collaborations and hosting social events.
Thanks to the 'Community House,' 1,400 refugee families receive critical services under one roof, while the organizations benefit from significant synergy.
'Lev Mevaseret' is a unique neighborhood constructed on the premises of the Jewish Agency's Integration Center, situated in the heart of Mevaseret Zion. As part of our value-add strategy, we transformed the area into a residential neighborhood designed for revitalization, community creativity, and seamless integration with the town.
During the interim-use period, we conducted various value-add activities, including renovating and leasing the residential units, developing public infrastructure and amenities, and creating unique spaces that encourage community living.
Over the past year, 224 families have moved into the complex, becoming part of the high-quality residential community in the green neighborhood.
‘Lincoln 16’ is a unique complex that serves as a dynamic space for culture and art events and social activism projects, creating an environment that evokes mutual inspiration and creativity.
The building, which previously served as an old 'Bezeq' operator, was purchased by the Fund, which then decided to promote a community project for public benefit during the interim period.
The venue is a home to organizations, NGOs, and cultural entities and hosts events and social initiatives with added value and positive impact.
'Beit Mars' is a renowned iconic building that belonged to a famous furniture brand, constructed in the early 1960s in South Tel Aviv.
Following the closure of the furniture store, the complex has naturally and organically been occupied by a diverse range of organizations, artists, and designers from various fields. In 2019, REALITY and its partners acquired the property. We've collaborated with the complex's occupants to revive this space, fostering a culture of mutual inspiration, work, and artistic creativity.
Arlozorov 84, Holon
The center was launched at a festive event on Family Day 2023, and hosts activities and workshops together with lectures and professional consulting for parents and pedagogical staff.
The old building at 84 Arlozorov Street in Holon was the Labor Party branch for years. Upon acquiring the property, value-add operations began for developing a mixed-use complex in the heart of the city. In collaboration with the Holon Municipality, we identified the need for a parenting and family center for the city's residents. The building was renovated and transformed into a welcoming and accessible space that responds to the needs of the city's families under the city's jurisdiction.
In cooperation with the non-profit organization 'OutBox', we invited the artists 'Pesh' and 'Studio Molet' to create a 200-meter-long wall inspired by the port. About a hundred children and teenagers participated in assembling the mosaic from recycled wooden pallets on top of the wall as part of a community event we hosted at the port to mark Earth Day.
In line with our vision that advocates urban development through art and culture, we've created the Art Wall project, which will be a unique landmark within Jaffa Port, creating a more welcoming and safe public space.
The College of Management, Rishon LeTsiyon
How do you plan a public space that is best-tailored to the needs of the population for which it is intended? As part of planning the Art District project in Western Rishon LeTsiyon, we forged a unique collaboration with the College of Management’s School of Design and Innovation and Electra Consumer Products.
Through the course, students had the opportunity to influence the project from an early stage and propose innovative and creative solutions for the development of the complex, based on identifying the needs of the urban community and potential future users.
The course focused on the planning and design of a mixed-use complex that supports ongoing activity during business and leisure hours. With mentorship from the Reality team, the students gained experience with real-world industry, integrating their ideas into the future planning.
Armon Tower, Haifa
A mysterious, exciting production takes place at Migdal Armon in Haifa over the course of 100 days: An urban night festival on the complex' floors, art, music, food, drinks and a party on the city's most beautiful rooftop.
HaGaaton 8, Nahariya
Hosting "Zumu - Museum on the Move", making art accessible to every resident of the periphery. Together with the "Zumu" team, we transformed approximately 1,500 meters of Soglowek historic factory into exhibition spaces full of works of art, live performances, workshops and unique cultural activities, visited by over 40,000 participants, including the Minister of Culture.
A venue for content events promoting culture, local art and community. As part of the vision to create a new reality in the property and its surroundings, we turned two retail stores into spaces that host lectures, photography and plastic art exhibits, poetry and dance soirees and diverse workshops.
HaThiya 14, Tel Aviv
A 14-hour nightly art event hosted a competition between 30 local artists. Within promoting and preserving the arts and crafts in "HaThiya 14", the artisans used whatever raw materials were available on site. The general public was invited to view the exhibition, visit the studios and participate in artists' workshops in the complex.
Lincoln 16, Tel Aviv
A colorful graffiti celebration for the community of ‘Lincoln 16’. Hosting the graffiti artists Dan Groover and Solomon Souza (‘Beyond the walls’) who turned the complex members and neighbors’ vision of water-earth-fire-air elements into urban art, that was celebrated in a party with the local community.
The exhibition featured 2000 of Van Gogh’s creations, displayed over a 1000 sqm complex and hosted over 50,000 people. Arena complex has undergone special renovations exclusively to house the international exhibition and provide a unique multi-sensory experience.
Lev Mevaseret, Mevaseret Zion
Tenants' entry event into the "Lev Mevasheret" complex and celebrating Rosh Hashanah with the community. In honor of the residents' entry to their new homes at the beginning of the new year, we welcomed them with greetings and gifts.
Immersive site-specific performances in urban environments and alternative spaces, inspired by the site’s history. The shows elicit a unique experience for the audience, drawing spectators into a creative, dynamic and interactive realm, thereby making them an active party and empowering them to interpret the plot. Arena Herzliya has partnered with Mystorin Theater in the establishment of the Center for Interdisciplinary Arts.
We transform assets into inspiring spaces that promote collaboration and community living.
Through renovations, arts and culture events, and community initiatives we create a dynamic environment for associations, NGOs, social and business organizations, artists, and entrepreneurs that share our values.
We are committed to promoting sustainability as part of our responsibility to the environment, society, and stakeholders.
Our funds support ecological projects and the implementation of ESG and SDG frameworks to build a sustainable future.
Art can spark an urban transformation.
Human history, culture, and heritage bind real estate and art together in a symbiotic relationship that can be used for revitalizing entire neighborhoods. Our projects provide a platform to support Israeli artists and cultural events.