Platform Fifty Seven
Platform Fifty Seven is an elite residential project planned for Jaffa Port, under the stewardship of REALITY Group. In contrast to many developments that hover above the city’s reality, Platform Fifty Seven embraces it. The project offers not a retreat, but a conscious choice to live fully in the here, now and otherwise.
Our research examined the urban and architectural shifts reshaping Tel Aviv – its vertical expansion, its density, its drift toward generic global aesthetics – and the social tensions they create. We also looked at the wider real estate market, where branding often defaults to hollow promises of luxury. Against this backdrop, Platform Fifty Seven needed a different narrative: one that acknowledged the site’s conflicts and offered a positioning rooted in authenticity rather than imitation. The strategy reframed the project as an answer to real urban needs – presence, connection, and meaning – instead of the empty rhetoric of exclusivity.
The port became the conceptual anchor for the brand’s identity. Once a hub of stories and exchange, it carried voices across seas through postcards and letters – small gestures that embodied care, time, and human intent. Platform Fifty Seven inherits this sensibility. Its identity is built not around spectacle, but around quiet emotional resonance: communication that is measured, thoughtful, and personal. Like the port itself, the brand becomes a bridge between past and present, city and sea, motion and stillness.
