A lifeguard tower on Tel Aviv’s Frishman Beach has been converted into a luxurious seaside retreat featuring stylish decor, a freestanding bathtub, and the services of a personal butler.

Guests can enjoy unobstructed views from the beachfront pop-up, which features a bedroom on the first floor and a lounge space above.

Velvet upholstery, cushions, a glass chandelier and a clutch of plants can be found within; colourful graffiti on the exterior is the work of local artist Edgar Rafael.

Designed by Tel Aviv’s Brown Hotel group, lifeguard tower guests will also be given a complimentary two-night stay at one of the its other properties in the city, which include Brown Beach House, the recently opened Poli House and the original Brown TLV Hotel.

The Brown Hotel group is one of many recent new Boutique hotel openings that also includes such gems as

The Shenkin Hotel, opened in April 2013 on the renovated site of a former health clinic in walking distance of hot spots Shenkin Street, Rothschild Boulevard, the Carmel Market and Neve Tzedek. The 30-room Shenkin has a spa, executive lounge, outdoor dining patio, and rooftop sundeck with a 360-degree view of Tel Aviv.

The Alma Hotel & Lounge, that lures guests with its chef restaurant. The luxury Alma occupies a former six-family apartment house built in 1925. It has 15 rooms decorated with one-off antiques and contemporary furniture, 3D TV and bathrooms boasting Bulgari toiletries and walk-in jet showers or deep soaking tubs.

The Hotel Indigo, opened this summer in the posh diamond district of Ramat Gan, the five-star Indigo is a little different than standard boutique hotels. With 91 rooms (decorated in Ralph Lauren colors, unique murals and handwoven Afghan rugs), Indigo-Diamond Exchange is the InterContinental Hotels Group’s first “lifestyle” property in the Middle East. The chic resort for leisure and business travelers features a rooftop pool and lounge, spa and gym floor, library and French-Med bistro restaurant at street level.

The Rothschild Hotel, opened in 2013 on one of Tel Aviv’s hippest thoroughfares, The Rothschild was built with ecological responsibility in mind, incorporating natural materials such as leather, clay, stone, wood, brass and iron. Toiletries come from Es-Sense, a small factory on a farm in the Jerusalem hills that employs several workers with autism.

The Hotel Montefiore, One of Tel Aviv’s first boutique hotels. One of Israel’s first boutique hotels, the 12-room Montefiore is housed in a restored 1920s heritage mansion just off Rothschild Boulevard. Each room is unique in shape and size, and displays the work of a different contemporary Israeli artist. Original period furnishings, wooden floors, tall windows, black marble-appointed bathrooms, deluxe linens, a multi-language lobby library, a chauffeur-driven limo and spa services are among the luxury touches it’s known for. An on-site brasserie serves Vietnamese cuisine.

For details of any of these amazing properties popping up all over Tel Aviv and how Eshet, our Israeli DMC can help you transform your next event, please contact


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