I booked in on a business trip here.
It's new and very modern in design, Bright lighting with black and white decor, Good feeling and service.
Rooms are fairly small, but that's to be accepted in a city center hotel.Breakfast is adequate without being over the top.
It's very close to the beach, about three minutes walk. Close to Mikes Place ( great hang-out place & Pub type bar)on the seafront and the promenade.
Plenty of taxi's for getting about, and with their own underground car park.

A plane and simple, black and white minimalist hotel with comfortable beds, dependable wi-fi and black-out curtains. Rooms are cleaned to a high standard. The breakfasts are OK - the coffee is good. I suppose by Tel Aviv standards it's not too expensive. The plus points are the dependable wi-fi with a good strong signal everywhere; the availability of bikes to use and the charming staff. No Mary-Janes from comedy shows here; the staff is always nice and engaging and nothing seemed too much to ask. Unless you look carefully you will not see the plaque erected when the hotel was re-built to the memory of the people who died when the Savoy Hotel on that site was attacked and occupied on 4 March 1975. Just 30 seconds from the beach.

boutique hotel 2 doors from beach - balcony looks over beach.
very helpful staff [no attitude...which was pleasing]
fabulous breakfast.
all very good - can't fault, except parking is across the road at an independent carpark

Modern designed hotel, clean, by the beach - great place for my short stay in Tel Aviv. The breakfast they serve is very sufficient. They offer coffee, tea and fruits in the lobby all day. Free wifi.