Israeli popstar Noa Kirel stole the spotlight at the luxury Rainbow Project launched by Israeli real estate investment company Israel Canada when she purchased a penthouse apartment in the luxurious Sde Dov district for nearly 10.2 million shekels ($2.73 million).
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The five-room, second-floor apartment spans an area of 133 square meters with an additional 17 square meters of balcony space (priced at 7,000 shekels, or $1,900 per square meter) and has a sea view. Kirel was given the option to choose which apartment she liked before the sales were opened to the general public.
The project is auctioning properties in six boutique buildings, each with eight floors, and a 40-story residential tower located near the Tel Aviv Port, Tel Baruch Beach and Park Hayarkon, following a residential resort concept. The resort will include fitness rooms, a spa facility, a private café, a business area with workspaces and meeting rooms, two swimming pools – one Olympic-sized and another for adults – and a children's area.
Kirel purchased the apartment as part of the presale promotions conducted by development companies in such projects. She is not known to have received a significant discount. However, she simultaneously signed a presenter agreement for the project on behalf of Israel Canada, of which the details are unknown.
Kirel's transaction indicates that the price range at which Israel Canada is conducting sales is approximately 72,000-75,000 shekels per square meter. It was further reported to the Israeli business publication Calcalist that approximately 50 apartments have been sold in the presale for around 75,000 shekels per square meter.
Kirel's purchase is expected to be leveraged by Israel Canada to boost sales. While other developers are holding off with project sales in order to assess the market during the ongoing period of high interest rates, Israel Canada is moving forward. This could act as a test for the company that had no trouble marketing expensive luxury projects in the zero-interest-rate era. Over the years, Israel Canada has consistently engaged in marketing campaigns for apartment sales to celebrities, including Bar Refaeli (whose purchase underwent a tax investigation), Lior Suchard, Eden Ben Zaken, Idan Raichel, Yossi Benayoun, Eran Zahavi, Aviv Geffen and Omer Adam. Israel Canada is run by Barak Rosen and Asaf Tuchmayer.
Despite only being 22, Kirel has grown to become Israel's national sweetheart. Her music career began when she was just 14, after which she went on to release dozens of songs, appeared in the movie "Almost Famous," and acted in several TV series. She secured international recording contracts and represented Israel at the recent 2023 Eurovision in Liverpool, where she finished in third place. She has served as a presenter for companies like Bezeq and Renuar.
First published: 00:07, 05.23.23