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Design & Lifestyle

Shooting the Luxury Hotel; The Norman

February 22, 2015

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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.

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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’ .

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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.

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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.

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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.

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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.

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The Norman Hotel, 23-25 Nachmani street, Tel Aviv.

To see more of my photos of the hotel, click here.

Editorials Travel

Travel + Leisure, April Food Issue

March 24, 2014

Tel Aviv is becoming quite a HOT destination recently, not only because of the weather, but mostly for the things it has to offer; Culture, Beach life, Night life and the Food. Oh yes…The Food.

Travel+Leisure April Issue is always a food related one. This April issue I was assigned to shoot the ‘Street Smart’ segment for ‘On the Radar’ and I found myself looking for a variety of interesting characters in HaCarmel Market in Tel Aviv. I must admit; I haven’t spent so much time in HaCarmel Market before, mostly because it is always busy and crowded. But for this assignment, I walked around the alleys in different hours of the day, spoke to Patrons, followed customers, photographed dogs, tried out some Humus places, Beer Bars and got myself familiar and comfortable with that special rhythm of the market.

I highly recommend to get yourself familiar with these locals picks…and if you are a foodie, stick around, because there is so much more to come.

Design & Lifestyle

Meet me at the Efendi

November 15, 2012

Efendi Hotel, Israel, Travel, Acre

In my recent visit to Israel I had the opportunity to shoot one of the most ‘talked-about’ boutique hotels, The Efendi Hotel in Acre, North of Israel.

Travel + Leisure magazine was doing a book about some of the most beautiful hotels in the world and contacted me for a shoot. Since there was a big buzz around The Efendi already, I was curious to visit it myself, not to mention to photograph it as well as the opportunity to meet the owner Uri Buri was exciting.

Uri Buri is known for his prestigious seafood restaurant in Acre Port (as a little girl, my family always used to make a stop at his restaurant after a long trip to the North) and he is a well known character in Israel for his great restaurant, and now for his luxurious hotel as well. Let it be known that when someone is so passionate about great food and wine, like Uri is, he will be totally involved with aesthetic, good taste and the little details of the hotel he has envisioned.

I asked Merav, a good friend with a great taste in design to join me, so the shoot was even more enjoyable, beside the fact we got a personal tour by Uri Buri himself.

Before you dwell your eyes in the photos of the hotel, I highly recommend to read the history of the building that used to be two palaces and get the details of the restoration process that lasted for over eight years, in order to understand how special this hotel is, and how courageous and visionary Uri is.

The name Efendi by the waywas used in the Ottoman era to give respect and courtesy to a person. It is the equivalent to the English word ‘Sir’. No coincidence that The Efendi house is a combination of two buildings that were once glorious palaces, which served the rulers and rich Ottomans in the 19th century in Acre.

The Lobby

The Lobby of the Efendi and the entrance hall is dotted with blue color armchairs imported from Italy. There is a wine cellar and a restaurant on the lower level and a great Spa with an original 400-year-old Turkish bath, that has been preserved. The lobby, in my opinion, is just the beginning of the beauty you will see throughout the rest of the hotel.

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

Central Communal Salons

The Efendi has twelve guest rooms spread out equally over three floors. On every floor there is a central communal salon (I love that idea) with appealing sitting areas for the guests to relax and recharge. Big windows overlooking the Mediterranean sea are the perfect backdrop for relaxation. Uri worked closely with an interior designer who chose specific chairs from Damascus, Syria, a wooden table that used to be a trough in Tibet and some heavy brown armchairs from England. The white ceiling is completing the scenery with original and restored Italian frescos. Quilted rugs give warmth to the rooms.

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

The Original Wall Painting

Another communal area on the third floor is well defined by its colorful ceiling and an original wall painting from the Ottoman time. The original wall painting was a gesture of the Efendi (the home owner) to Turkish emperor at that time. Uri explained us how difficult it was to restore this wall painting and how he gladly hired special Italian painters to do so. The outcome and the final restored wall painting is mesmerizing.

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

The Rooms

Each room of the 12 guest rooms is different than one another and has a unique style and character. One of my favorite rooms was The Presidential (room number 10) which was actually the first room I shot. This is the biggest guest room with high ceiling decorated with the Italian frescos of course, marble floors and a stunning sea view. I loved the freestanding bathtub next to the window. Imagine taking a bath and looking outside at the sea?

The enormous bed is covered with Egyptian cotton linens and goose down pillows and blankets, quality towels, robes, and pampering slippers. Even though I am an outdoor person, during Winter time, I could stay all day in this Presidential room.

Efendi Hotel, Design, Lifestyle, Israel, Acre

The Royal Room (room number 1) was also one of my favorites, thanks to the beautiful blue view of the Mediterranean Sea from one window and the old city Mosque from the second. This room is quite big as well, with spacious sitting area, separate bathtub and a shower. I loved the colorful dishes in this room (in fact, in every room) from PIP studio. How creative of the interior designer to combine PIP elements.

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

The Terrace

The terrace of The Efendi is overlooking the sea, the Galilean mountains and the old city Mosque. Turquoise soft pillows are scattered on the marble floors, allowing the guests complete relaxation while inhaling the blue of the sea. A second terrace is located in the upper level, on the roof, where guests can enjoy a BBQ dinner, glass of wine and a great sea breeze, overlooking the old houses of Acre.

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle

Learning about the history of the hotel, and hearing all the details of its restoration made the shooting experience even more meaningful. I made it as a priority to capture all its beauty, even in its little details, so the story of The Efendi will be beautifully told.

Efendi Hotel, Acre, Israel, Travel, Design, Lifestyle