May 10 2010
Investor Nicolas Berggruen and Pritzker Prize-winning architect Richard Meier hosted a cocktail reception on Thursday evening at Sotheby’s in New York to toast the success of their new project “Meier on Rothschild”, a 37-story luxury tower in downtown Tel Aviv.
The project, which just broke ground, is the first of its kind in the White City, a modern milestone in Israel’s classic Bauhaus history. It is also a milestone for Berggruen and Meier, who are collaborating on a group of exciting new projects around the world, ranging from affordable housing and charter schools in New Jersey to chic coastal villas in Bodrum, Turkey.
Meier on Rothschild
“I put the same amount of heart into a condominium as I do an art museum or a school because I believe their worth and importance to be equal - I want people to have a positive experience in their surroundings,” said Meier. Meier has become known for luxury developments since the success of his Charles and Perry Street buildings in lower Manhattan, which use similar materials like glass and natural light and share similar views to the water as Rothschild Tower. “I wanted to replicate the same sense of serenity and aesthetic and emphasize the beautiful surroundings.”
Rothschild Boulevard has long been renowned as the most prominent residential location in Tel Aviv. The building’s glorious design, prime location, and ultra luxurious amenities have attracted an international clientele, from scions and aristocrats to leading international businesspeople. Before even breaking ground Berggruen has pre-sold 42% of the units, representing over $90 million in sales. The development is on track to become Israel’s most successful residential project yet, and the company has decided to add another ten floors to the tower as well as a triplex penthouse that is on the market for over $20 million.
While this may be the most luxurious building in Tel Aviv, it has also set a standard for quality and sustainability. Nicolas, who is known for his art collection and stern business sense, hopes this new structure sets a precedent for modern architecture to live in harmony with its classic Bauhaus neighbors that makes Tel Aviv a center for art and architecture. “Richard is a great artist and masterful architect,” said Berggruen. “That is what drew me to him, and what will draw people to this building.”
Source: http://www.meieronrothschild.com/