As a Travel photographer, not once do I get to shoot hotels for Travel Magazines.
I have contributed to Travel+Leisure World’s Best Hotels books in the years of 2013, 2014. I have shot Nhow Berlin and Semiramis both by Karim Rashid. I have photographed Palacio Belmonte in Lisbon for Marie Claire UK and I had a glimpse of the elegant d’Angletter in Copenhagen.
But shooting The Norman, a luxury boutique hotel in the heart of Tel Aviv, is completely something else!
Stretched over a period of almost six months, shooting all types of rooms and suites, waiting for every little detail to be perfectly placed and working with an incredible creative team of people, made it to a beautiful result.
They say ‘God is in the Details’. It is definitely true for The Norman hotel, thanks to architect Yoav Messer and mostly to David d’Almada of SAGRADA and his interior design team.
The hotel is well situated in King Albert Square, just across the street from the Pagoda House and off Rothschild Boulevard. It is a great addition to the ‘White City’, Tel Aviv’s UNESCO heritage site, as it is comprised of two historic and iconic buildings. Both buildings were impressively restored to the glory of the 1920s but well equipped with all technologies and comfort of a top class 21st century hotel. In between the two buildings there is a fragrant citrus garden, which is a great reminder to the original orchard in old Tel Aviv.
The main building (colored light blue) comprises of 30 classic and duplex rooms while the second building (I call it the beige one) has 20 suites, each designed differently, including two penthouse suites with separate entrances.
It was a great challenge (as a photographer) to shoot the different types of rooms, taking into consideration to keep the same vibe and character of this gorgeous hotel. But at the same time, the process was very rewarding. I had to be aware of all the little details: how the window light is falling on the sheets, how the color of the flowers is matching the rug (or the curtains) and how the pillows should always be wrinkle-free. And always keeping in mind what angle of the frame will speak to the feel of ‘Timeless Elegance’ and ‘Redefining Luxury’ .
My most favorite area to shoot was the Library Bar, thanks to the almost-endless-natural light coming through its wide windows. I must confess that each time I carried my camera with me, I snapped a picture of that corner of the bar, exploring the light falling on the golden patterned floor, highlighting the green covers of the bar chairs. The Library Bar is an elegant 1940s colonial style bar with an impressive collection of Whiskey and cocktails.
Another space with some gorgeous light is The Norman Restaurant, also on the first floor.
It is a brasserie style restaurant, serving French Mediterranean cuisine throughout the day. The challenge in shooting this space was in the flickering mirrors in between the two seating areas. I had to find the right angle that didn’t show my reflection or didn’t send back light to my flash. Changing the angles of the mirrors and standing on a ladder was a great solution.
If you happen to book a breakfast reservation, go for the Eggs Benedict choice. The chef managed to come up with the perfect Hollandaise sauce.
And then there is Dinings.
Originally from London, the Japanese tapas restaurant opened a branch in Tel Aviv on the third floor of The Norman. As part of the design, Dinings has a live sushi counter and partially open kitchen. My favorite part of the restaurant is the terrace and the outdoor dining area, overlooking the high rise buildings of Rothschild Boulevard.
On set I had the honor of photographing Mister Chef, aka Masaki Sugisaki, the executive chef of Dinings in London, who came to Tel Aviv to open the second branch. Masaki was super co-operative and patient with my requests. I guess patience is a virtue when it has to do with making some of the best Japanese food in the world.
What makes the hotel so great and remarkably beautiful is the infinity pool on the rooftop floor. At the end of every shooting day I wanted to jump right in and swim.
The view is remarkable and for a minute, you might think you have been transported somewhere else… The high rise buildings in the background and the white umbrellas are the perfect backdrop to end the day.
The Norman Hotel, 23-25 Nachmani street, Tel Aviv.