Florentin: From Forgotten to Flourishing

Guests at The Norman are perfectly placed to explore on foot, beginning with a gentle stroll down Rothschild Boulevard, Tel Aviv’s most elegant promenade, just steps from the hotel. Lined with trees, iconic Bauhaus buildings and bustling cafés in the centre of the boulevard, Rothschild sets the tone with its balance of sophistication and laid-back local life.

From there, it’s a natural flow into Nachalat Binyamin, a historic street. It’s a vibrant preview to the sensory scene waiting ahead.

Once a neglected industrial area filled with workshops and shuttered warehouses, Florentin has transformed in recent years into one of Tel Aviv’s most creative and trend-setting neighborhoods.

But unlike more polished parts of the city, Florentin has held onto its grit. That’s part of its magic. Crumbling facades sit beside stylish wine bars. Furniture workshops still hum with activity during the day, while by night the streets fill with music, conversation and the clink of glasses from tucked-away cocktail spots.

Florentin’s re-gentrification hasn’t erased its history,  it’s layered new life on top of old stories. Street art isn’t just decoration here; it’s a narrative. Murals and graffiti chronicle social change, artistic rebellion, and local pride. Artists and entrepreneurs have moved in, reclaiming the neighborhood’s industrial bones and reshaping them into something uniquely Tel Aviv: a little chaotic, deeply expressive, and endlessly cool.

In the 2010’s, it was mainly young singletons and young couples living in Florentin, but the demographic  changed with the environment and its now home to many young families, living in contemporary new buildings that seamlessly interweave with iconic architecture of yesteryear. 

 

Boutique fashion stores, thrift stores,  ceramic studios and upcycled furniture shops now share the streets with well known independent galleries that relocated. Walk into almost any shop and you’re likely to meet the creator behind the counter.

Florentin is also home to some of the most exciting small eateries in the city. From legendary hole-in-the-wall falafel joints to plant-based culinary labs and natural wine bars, the food scene is as diverse as the neighborhood itself.

You can start with brunch at a hip café tucked into an old mechanic’s garage, stop for Georgian khachapuri at a family-run bakery, or order small plates and local wine in a candlelit alley bar. Many restaurants source ingredients straight from Levinsky Market situated next door, adding a hyperlocal flavour to every bite.

And if you’re in the mood for something sweet, there are always surprises: like the tiny gelato counter with flavors inspired by Middle Eastern desserts, or the rooftop café offering vegan cakes and skyline views

For guests of The Norman, visiting Florentin offers something very different from traditional luxur and something just as valuable: authentic connection, bold creativity and a glimpse into the ever-changing rhythm of Tel Aviv life.

While The Norman offers refined calm, impeccable design and world class service, Florentin offers its own kind of richness, one of expression, experimentation and raw beauty. Together, they make the perfect pairing: comfort and adventure, elegance and edge.

Florentin is dynamic all day long, but its character shifts with the sun.

Mornings are best for quiet walks, boutique browsing, and strong coffee on a side street terrace. Afternoons bring out the artists and workshop owners, peek into a gallery, join a street art tour, or get lost in a vintage record store.  

Evenings buzz with energy, casual diners spill into the streets, music drifts out of bars and the whole neighborhood feels like an open-air gathering.

No matter when you visit, Florentin invites you to slow down, look closer and follow your curiosity.  The Norman concierge team will be very happy to arrange walking tours for guests, there are so many choices of which tours to take, depending on interests.

In a city known for contrast and creativity, Florentin is where those forces collide beautifully. And the best part? It’s all within walking distance of The Norman boutique hotel.

So, if you’re in the mood for a leisurely 20 minute walk to the heart of Florentin from the hotel, you’ll be able to take in some of the city’s most iconic streets along the way. 

We invite our guests to go beyond the typical and instead to explore the layers of the city that can easily be overlooked. Florentin is just one walk away, yet it’s a world of inspiration and it’s waiting for you to discover it. 

Please feel free to ask our concierge team to prepare some suggestions of  eateries, galleries and stores of interest to visit during your time in Florentin.