Fattal Group is launching a new initiative in the local hospitality scene with the introduction of FATTAL COLORS, an urban boutique hotel collection that aims to replace uniformity in hotels with a mosaic of identities, colors, and character.
Instead of a “generic” hotel that can be replicated in any city, the collection offers a set of independent hotels – each with its own name, story, design, and language. Together, they create an urban fabric connected to the local pulse, the culinary scene, and the streets themselves. The idea is simple: Not just a place to sleep, but an experience that feels like a part of city life.
What does a hotel say about you?
FATTAL COLORS targets an urban audience seeking a vacation with a statement – one that reflects lifestyle and personal taste. Each hotel functions as a brand in its own right, with a clear DNA and a unique fingerprint, while enjoying the service framework of the group.
The guiding principle: An authentic connection to the environment. In many cases, breakfast will not be served in a standard dining room but in prominent local restaurants and cafés – an integral part of the hospitality experience.
Seven Hotels, Seven Colors
The collection currently includes seven active hotels – mostly in Tel Aviv and one in Jerusalem – all in the heart of the action.
Nordoy Hotel (STAY ICONIC) – a 1925 building in the heart of Nachalat Binyamin, paying homage to Tel Aviv’s Golden Era with a contemporary touch.
Sam&Blondi Hotel (IT’S ALL ABOUT THE STYLE) – on Shenkin Street, in a historic yellow building, for lifestyle and shopping enthusiasts.
Rothschild 22 Hotel (NON STOP STAY) – reflects the duality of the boulevard: Business by day, nightlife by night.
Nucha Hotel (THE HOLY CHICK) – in alternative Jerusalem, connected to street art and local culture.
Nordoy Hotel. (credit: Aya Ben Ezri) Bazaar Hotel in Jaffa (CRAFTED STAY) – in the heart of the flea market and makers’ scene.
Reception Hotel (THE SOCIAL STAY) – a Bauhaus building in the White City revived as a social hotel.
Bachar House Hotel (ENJOY THE SILENCE) – a quiet city oasis in a preserved building.
Additional hotels are expected to open under the collection in the future, including THE BANK, THE OFFICE, Beit Alliance, and Bialik.
FATTAL COLORS’ launch campaign also marks a technological innovation: For the first time in the Israeli hotel industry, the campaign was created entirely using artificial intelligence – with no photography, models, or sets. The project was developed by AI artist Ella Uzan, who sought to bridge traditional photography with digital and algorithmic worlds.
According to Maya Shalev, VP of Marketing and Sales at the group, the collection was born from the understanding that urban hospitality is an expression of personal identity and the way people choose to experience a city. “Instead of uniformity, we created variety,” she says. “A collection of hotels, each with its own rhythm, character, and color.”