Jacob Samuel

Brand Profile

Jacob Samuel Hotel is a boutique property situated at the intersection of Dizengoff and Arlozorov in central Tel Aviv, one of the city's most culturally legible addresses, bordered by the café culture of Dizengoff Street and a short walk from the Mediterranean coastline. The hotel operates under the Prima Hotels Israel portfolio with 22 elegantly designed rooms and a ground-floor bistro and bar, Cafe Popular, led by celebrated chef Avi Biton, combining fine hospitality with culinary credential. The property's European classical reference points are set against the particular intensity of Tel Aviv street life, positioning Jacob Samuel as a hotel for those who wish to be in the city rather than insulated from it.

Design Strategy & Execution

The studio's identity work for Jacob Samuel Hotel was executed as a design for a building then in development, a project requiring the construction of a brand presence in advance of the physical reality it would inhabit. The identity was structured to articulate the property's aspiration for a position "as one of the city's finest boutique hotels" to a discerning hospitality audience ahead of opening. The work navigated the particular challenge of hospitality branding before occupancy: without completed physical spaces to anchor the brand, the identity itself had to carry the full communicative weight of the property's promise, conveying luxury, location, and character through design alone. The result gave Jacob Samuel the visual authority of an established institution before a single room had been occupied.

Commissioned by Roof.

Proof of Success

Now open and fully operational; active on Booking.com, Expedia, Hotels.com, TripAdvisor, and KAYAK as of 2025–2026, with confirmed guest reviews.
Operated by Prima Hotels Israel, a recognized hotel group with multiple properties across the country.
On-site restaurant Cafe Popular, led by Chef Avi Biton, adds culinary credential and media interest to the hotel's hospitality positioning.
Located at the Dizengoff/Arlozorov crossroads, one of Tel Aviv's most commercially and culturally active urban intersections.