The Project Developers
The project developers, the Weinberg family, are also the building's owners. The family’s roots in Israel reach back to the 19th century. Since then, and until today, the family’s activities have been bound up with the history of the Israeli nation, with deep Zionist roots, love of the country, and participation in the building of the country. The family manages a wide range of real estate businesses. Today, the family business includes day-to-day management of various assets and the development of additional assets. Generations of the family have grown up in Tel Aviv and its environs, have stayed at 135 Rothschild for decades, since it was established in 1936.
Maagan Consulting and Asset Management Ltd.
Maagan Consulting and Asset Management Ltd., which manages Home On Habima, serves as the asset management company for the Weinberg family and for other assets, and also carries out project development. Maagan was founded in 1995 and is fully owned by the Weinberg family.
Home On Habima is Maagan’s flagship project today. The family manages the project with keen personal attention, with the goal of creating a family residential experience that really feels like home, in the heart of Tel Aviv.
Two firms of architects were chosen to lead the project together. One specializes in interior design and improving the cultural value of projects and the other in overall architecture and design of the building.
The Tzur Barak Architecture and Design firm is a studio specializing in architecture, interior design and design of objects. The studio handles a wide variety of projects, and specializes in the design of boutique apartments in Tel Aviv. In the firm's projects, working together with the artist Yehuda Altman, Tzur focuses on increasing the cultural value of the property. They develop tools for converting the property into an integrated artistic creation of architecture, design, and art. This aspect is important to us in the light of the great significance attached to preservation of the Tel Aviv and the family spirit and tradition of the property. Tzur Barak, who is the director and owner of the firm, is a cum laude graduate of the Faculty of Architecture in the Technion, Haifa, and holds an MA in design from Bezalel Academy of Arts and Design, Jerusalem. His work has been published in exhibitions and journals.
The UR Platform Architecture Practice was established in 2011 by the architect Addar Secker. The UR Platform has experience in leading projects, including expertise in urban renewal in Tel Aviv (the Levontine-Barzilai area, the Giborim area in Yad Eliyahu, and a pilot project for urban renewal in Ibn G'virol St), residential projects in the city as part of National Outline Plan 38, projects for improvement of boutique buildings, and public building projects. The firm was selected for this project with the aim of improving the boutique element of the property and of designing the project while strengthening the personal space, the prestige, and the unique residential experience in the project.
Architect Addar Secker was awarded the Rechter Prize for Young Architects in 2005. He holds a BA in architecture from Bezalel Academy of Arts and Design (2000), and a Master Degree in Urban Studies, majoring in Urban Intervention, from Harvard University Graduate School of Design, USA (2008). He was aCo- founder of Skorka Architects, and practiced there between 2000 to 2011, winning 11 architectural competitions, planning and carrying out a number of public projects, and producing master plans for areas such as the Arazi-Ofer School of Computer Science and Communications in the Interdisciplinary Center (IDC), Herzliya, the Rimon School of Jazz and Contemporary Music, the Hi-Tech Park in Yokne'am, and a number of large-scale master plans for the Ministry of Defense.