In the heart of the new and rapidly developing Eshkol neighborhood in Sde Dov Quarter, on one of Tel Aviv’s most sought-after plots of land, the ASHIRA Project – the flagship development of Avisror Moshe & Sons is currently under construction. Spanning 7.3 dunams (1.8 acres) and located just steps from Tel Aviv’s shoreline, the project comprises a 34-story tower and boutique buildings of 7, 8, and 15 stories, totaling 406 residential units and commercial spaces.
Behind the numbers and statistics lies a heartfelt family story, a unique vision, and one of the most innovative residential concepts in Israel. We met with Yoram Avisror, co-owner and VP of Sales & Marketing at Avisror Moshe & Sons, to discuss the special connection between his family and this project, the strategic decisions behind it, and the vision driving this ambitious endeavor.
Avisror Legacy: Over 40 Years of Excellence
“ASHIRA is not just another real estate project,” Yoram Avisror begins with a smile. “It continues the tradition and philosophy that guided my father, the late Moshe Avisror, throughout his career.”
One of the most moving moments in our conversation was when Yoram explained the significance of the project’s name. “This is something deeply personal for me. The name comes from ‘Shirat HaYam’ (The Song of the Sea), which Moses sang before crossing the Sea of Reeds. My late father, whose name was Moshe, founded our company. We chose this name in his memory, and it truly feels like he is part of this project.”
The family-owned company, established in 1978, is known for specializing in the development, planning, and execution of luxury projects across Israel – from Be’er Sheva and Ashkelon to Ramat HaSharon and Tel Aviv.
“Our uniqueness,” Yoram emphasizes, “is that we are both developers and contractors. This is a huge advantage for our customers. They buy from one company and remain with the same company throughout the entire process – from planning to key handover and even the post-delivery warranty period. There’s no ‘ping-pong’ situation where the customer gets shuffled between different companies when issues arise.”
Sde Dov Quarter: An Unmissable Opportunity
The decision to invest in Sde Dov Quarter was not an obvious one. “We saw Sde Dov as an exceptional opportunity,” Yoram explains. “This is set to become Israel’s most beautiful neighborhood, with enormous potential – large parks, proximity to the beach, modern infrastructure, and even a light rail station passing through the area. This is the next prime location in central Israel.”
The ASHIRA Project also represents a shift in the company’s marketing approach. “For the first time, we introduced a brand ambassador for a project – actor Yehuda Levi.”
Selecting Yehuda Levi, who had already purchased an apartment in the project before collaborating on the campaign, proved to be a brilliant decision. “The campaign launched a year ago, and we’re still receiving positive feedback. Yehuda is personally connected to the project, loves it, and many of his friends from the entertainment industry are showing interest and want to become his neighbors. The campaign’s success exceeded our expectations.”
A Living Experience Like No Other in Israel
The project, designed by Yashar Architects, is a dream for luxury lifestyle enthusiasts. “We see the ASHIRA project as the company’s flagship development, and accordingly, we have taken it to the highest level in terms of amenities and services for residents,” explains Yoram.
The project will offer a heated indoor pool open year-round, a semi-Olympic swimming pool, salt rooms, jacuzzis, wet and dry saunas, eco-friendly sunbeds, a state-of-the-art gym, a private cinema room, a children’s pool, a play area for kids, and shared workspaces. “We brought to ASHIRA everything you could dream of in a luxury hotel,” says Yoram proudly, “and all of this is just a five-minute walk from the beach.”
Design Inspired by the Sea and Aviation
The project’s proximity to the sea also influenced its architectural and interior design concept. Architect Dana Oberson, head of Oberson Architects, explains, “Given the site’s location near the Mediterranean and its historical background as the long-standing ‘Sde Dov’ airport, which had operated since before Israel’s independence, we chose to integrate themes of both the sea and aviation into the design.”
The design concept blends community, family, and luxury. “The interior planning focuses on the quality of spaces and achieving a timeless feel through a minimalist and monochromatic palette of materials and colors,” she emphasizes.
The main lobby’s design draws inspiration from the ocean, waves, and coastal rocks. Custom-designed wave-like light fixtures made from Corten steel create a fluid motion effect throughout the space. Limestone in sandy tones echoes the natural patterns of waves imprinted in the beach sand.
The pool area continues the monochromatic aesthetic, featuring natural wood and stone finishes. A curved iron-framed window reflects the aerodynamic shapes of aviation-inspired designs.
“The project’s uniqueness lies in its holistic approach,” explains Oberson. “The design language stems from the same material inspiration, creating a cohesive flow from shared public spaces to floor lobbies and private apartments.”
Five Minutes from the Beach
Despite market challenges, the project’s sales have been remarkably strong. “On April 1st, we will mark one year since sales began, and we have already sold over 120 apartments,” Yoram reports with satisfaction.
Buyers come from a diverse range of backgrounds and locations across the country. “From Be’er Sheva to Haifa,” says Yoram. “These are people who see themselves retiring in six years, looking for a place to relax, one that offers all the amenities I mentioned. It’s truly a paradise – just five minutes from the beach. We also see many homebuyers upgrading from properties in central Israel, as well as international investors looking for a home in Israel for when they decide to make Aliyah.”
With a variety of apartment layouts, ranging from 2 to 6-bedroom units, mini-penthouses, and luxury penthouses, the project offers options to suit different needs and budgets.
Project Progress and Future Outlook
Buyers can already mark their move-in date on the calendar. “We’ve been working on-site for nearly six months. We have received excavation and foundation permits, and construction is progressing well,” Yoram reports.
“We anticipate receiving the full building permit within the next two months, ensuring uninterrupted progress on construction. The expected delivery date is 2030, but we’re optimistic that we can complete the project ahead of schedule – despite current industry challenges.”
A Tradition of Excellence
Avisror Moshe & Sons is renowned for its high construction standards and commitment to quality and safety. The company was recently awarded the prestigious Fifth Safety Star as part of the “Stars Program” led by the Construction Safety Authority.
The project is also built with a strong focus on sustainability, energy efficiency, and environmental responsibility. It includes a dedicated residents’ club, a custom app for community services, and a personal file manager for each buyer.
“Continuing to build in Israel is what gives us optimism for the future, even in challenging times,” Yoram concludes. “The success of ASHIRA highlights Avisror Moshe & Sons as a leading player in Israel’s luxury real estate market.”
[Sponsored content in collaboration with Avisror Moshe & Sons]
