Big Fashion Gililot Advertises at Rival Herzliya and Ramat Aviv Malls Amid Fierce Competition

A large billboard featuring the Big Fashion Gililot logo was installed at the entrance plaza of the Seven Stars Mall in Herzliya, directing visitors to the competing Big Fashion Gililot complex just four minutes away. The billboard is owned by Maor Rapid, an outdoor advertising company controlled by Heftsar HaYeshuv, which also owns Seven Stars Mall, highlighting the intense rivalry between the two shopping centers.

Big Fashion Gililot's opening, which includes Saturday operations, posed a significant challenge to Seven Stars Mall, previously the only mall in the area open on Saturdays. In response, Heftsar HaYeshuv invested 40 million shekels to expand the dining and entertainment area at Seven Stars and launched a 50 million shekel attraction complex called "Gravity" in July. Yaniv Feinshneider, CEO of Seven Stars, stated, "Everyone has the right to advertise what they want. We are happy with our success and believe there is room for everyone. Since the opening of Gravity, our visitor numbers over the last three Saturdays have been higher than before Big Fashion Gililot opened."

A similar Big Fashion Gililot billboard was also placed at a bus stop opposite the Ramat Aviv Mall, another major competitor, advertising a six-minute travel time to Big Fashion Gililot. Big Fashion Gililot declined to comment on the advertisements. The story was first published on August 3, 2026.