Senior Partner Shemtov Tzrouya earned his B.Arch, with honors, in 1990 from the Technion Israel Institute of Technology. Professor Abraham Yasky, one of the firm's founders, was his finals advisor. Shemtov is a senior lecturer at Tel Aviv University and one of the founding members of its Architecture Department. Among his duties at the university is his students’ finals projects. Shemtov, who is part of the Health Care Studio, led the firm to several local and international architecture awards for projects such as Kikar HaMedina Square in Tel Aviv and IBM Headquarters in Park Azorim Petah Tikva. He also led projects such as Sonol Tower and Electra Tower in Tel Aviv, Naot Midbar Mall in Be’er Sheeba, and Assuta Public Hospital in Ashdod.