The plan is located on the axis of the Rothschild Business Center and situated between four central streets – Rothschild, Yehuda Halevi, Ramhal and Bezalel Yaffe. Nearby on Yehuda Halevi St. is the Allenby light rail station.
The plan intends to develop and renew the main business center on Rothschild Boulevard by creating a mixed space of offices, hotels, residences, commercial, and public uses.
In this framework, emphasis will be placed on the development of the public space, which also serves as part of the built heritage in the years after the establishment of the State.
The plan includes the construction of a 40-story mixed-use tower including commercial, business, and residential uses (104 units). The building in the front of 50 Rothschild will be declared a building for conservation, which will be used as a lever to reveal the architectural values of the Israeli construction heritage after the establishment of the State. The plan diversifies the urban space so that it corresponds to the road network while giving emphasis to the development of the public space around the Allenby station exit. This improves the movement of pedestrians and cyclists by developing the Bezalel Yaffe axis as a link to King Albert Square and the heart of the city. In addition, the plan relates to the construction pattern of the nearby towers.