Flor, the cafe inside the Play Hotel in north Tel Aviv, is being presented as more than a place for coffee. Located near Tel Baruch beach, it combines sea views with a highly designed interior, including a stretched rubber-fabric ceiling, special floor tiles and striking lighting, all before the food arrives.
The venue is styled with a Parisian influence, aiming to recreate the atmosphere of small romantic cafes in Paris, but with Israeli sun, a sea breeze and Tel Aviv energy, according to Idan, the site manager. He said his own career began in Kiryat Motzkin in the Haifa area before he moved up in the hospitality world.
The menu emphasizes fresh ingredients, a precise dairy kitchen and a mix of Mediterranean flavors with classic Italian touches. The culinary direction is led by chef Nes Gabay, who, the article says, personally handles many details, from filleting lemons to curing pickles and olives, while also paying close attention to coffee beans and plating. The cafe is described as kosher under Tzohar supervision and intended to offer personal service and a full hospitality experience for hotel guests, nearby residents and passersby.
Idan also announced that within the next month Flor Group will expand its partnership with Brown Hotels, part of Israel Canada, by opening a new restaurant called No. 2 at the Brown Beach House hotel on Tel Aviv’s coastline. The new project is expected to cost about 1 million shekels. Visitors are also advised that parking is available around the hotel, either on the sand or in blue-and-white street parking, and that they should avoid the parking lot opposite the hotel.
