In the rapidly renewing landscape of South Tel Aviv, a smart boutique investment opportunity has emerged around preserved buildings on Salame Street. The appeal of these transactions lies in artistic design, a growing location, and strong expectations for value appreciation along what has become one of the city’s most dynamic urban real estate corridors.
Over the past decade, South Tel Aviv has transformed from a neglected industrial zone filled with garages and workshops into a magnet for young professionals, creatives, and discerning investors. Salame Street, the urban axis connecting Jaffa to the city center, has benefited from continuous urban renewal, cultural projects that energize the area, and new populations arriving from across the city and surrounding regions. This momentum is driven largely by rising demand for boutique residential projects and the advancement of nearby light rail lines.
The Florentin neighborhood has undergone an intensive facelift in recent years, supported by accelerated development works and municipal investment in green spaces, widened sidewalks, improved lighting, and new bicycle lanes. Recently, a new cluster of preschools opened in the area, alongside the construction of additional public buildings along the street. The Tel Aviv Municipality’s vision is clear: to turn the southern part of the city, and Florentin in particular, into an ideal residential environment for young families and early career professionals.
Real Estate Prices in South Tel Aviv Have Surged by Over 100 Percent
As the pace of change in the southern districts has accelerated, real estate prices in the neighborhood and its surroundings have risen by more than 100 percent over the past decade. Ester Ben David, an entrepreneur and investment advisor, explains that “South Tel Aviv attracts investors who understand future growth potential not through illusion, but through analysis of real transaction data and close monitoring of the gap between existing apartments and new developments.”
Salame Street has joined this planning momentum. Its location, surroundings, and shifting demographic profile support long-term value preservation alongside strong performance within an urban investment portfolio. The street sits among markets, restaurants, art galleries, and nightlife venues in Florentin. It is located approximately 900 meters from Rothschild Boulevard, about 500 meters from the Levinsky Market, and just one kilometer from Tel Aviv’s beachfront. Salame Street also offers convenient access to the Ayalon highways and Highway 1, a notable advantage for high-tech professionals and commuters working outside the city.
Salame 77: A New Boutique Project Built on the Foundations of a Preserved Building
As is typical for preservation-designated properties in Tel Aviv, this project takes the form of an intimate boutique development. Salame 77 spans seven floors and includes just nine apartments, with a carefully curated mix of 2.5 and 3 room units suited to the neighborhood’s character. Each apartment is more than a living space. It forms part of a historic urban narrative, featuring hand restored flooring, custom kitchens by Da Cucina, designer cabinetry by Raviera, and premium lighting fixtures imported from Italy.
“The building’s dedicated planning allows for personal customization,” says Ben David, who is guiding investors purchasing units in the project. “The true value of the area lies in its ability to attract a diverse community of architects, artists, residents, and visitors, turning the building itself into a living focal point.” She adds that many investors today select projects based on urban dynamics. Preservation developments centered on high quality, compact apartments near employment hubs naturally attract strong populations, driving property values and strengthening long-term investment performance.
Priced 20 Percent Below Market Value: A Comparative Overview
In a market where every percentage point of yield matters, choosing a boutique preservation project in South Tel Aviv is a strategy designed to maximize value not only today, but a decade from now. An analysis of current transactions on Salame Street shows that apartments sold “on paper,” with expected occupancy in 2030, are currently priced at 72,000 to 78,000 shekels per square meter. For example, a three room apartment measuring 73 square meters in a project by Hagag Group is listed at 5.5 million shekels, reflecting approximately 75,000 shekels per square meter.
In the Salame 77 project, a 36 square meter apartment is offered at 64,000 shekels per square meter, representing a valuation approximately 20 percent below prevailing market prices. “The investors I work with choose transactions based not on promises, but on the relationship between the city, the building, and the population it attracts,” Ben David notes. “This is not just another deal. It is an opportunity to join the city’s new generation of urban pioneers. Each apartment here is a piece of living history.”
As the renewal of South Tel Aviv continues, property owners in the area are expected to benefit from significant appreciation alongside a rich urban lifestyle. “Purchasing a unit in this project is not merely buying an apartment,” Ben David concludes. “It is participating in an urban moment that is likely to reshape the character of the entire street. The arrival of new families and small businesses creates stable demand, increasing the likelihood of attractive value growth in the coming years".
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