HOUSE NO. SEVEN
HOUSE NO. SEVEN
HOUSE NO. 7 is the rebirth of one of Tel Aviv’s iconic event venues over the past decade, “SHEVA.” With the renovation of the space, led by the talented interior designers Naomi Kaplan and Reut Ravhon, we were tasked with this rebranding mission, reimagining this impressive indoor/outdoor complex and writing a new chapter of its story, based on the legacy that originally defined it.
The process began with building a strong visual deck, based on the concept initiated by the interior designers, which combined clean and sleek lines inspired by Bauhaus and Californian modernism with natural materials and an artistic flow driven by French orangeries and the Tel Avivian bohemian lifestyle of the early 20th century, when artists began arriving in the region.
Naming-wise, HOUSE NO. 7 was chosen based on the legendary “Arts & Architecture” magazine’s “Case Study Houses” project. The magazine was a leading innovative force during the 1950s and regularly featured artistic covers and documentary articles on some of the most prominent architects of all time, such as Charles & Ray Eames and Richard Neutra. The “Case Study Houses” project invited architects to design and build the houses of tomorrow, which were then presented to the public. Each house received a number and was opened to the public for a limited time. There were 28 houses in total. HOUSE NO. 7 was planned by architect Pierre Koenig, who presented a typical Californian modernism approach of blending the indoor with the outdoor, using a rich and elegant material and color palette—a palette we later incorporated into the branding itself.
HOUSE NO. 7 is the rebirth of one of Tel Aviv’s iconic event venues over the past decade, “SHEVA.” With the renovation of the space, led by the talented interior designers Naomi Kaplan and Reut Ravhon, we were tasked with this rebranding mission, reimagining this impressive indoor/outdoor complex and writing a new chapter of its story, based on the legacy that originally defined it.
The process began with building a strong visual deck, based on the concept initiated by the interior designers, which combined clean and sleek lines inspired by Bauhaus and Californian modernism with natural materials and an artistic flow driven by French orangeries and the Tel Avivian bohemian lifestyle of the early 20th century, when artists began arriving in the region.
Naming-wise, HOUSE NO. 7 was chosen based on the legendary “Arts & Architecture” magazine’s “Case Study Houses” project. The magazine was a leading innovative force during the 1950s and regularly featured artistic covers and documentary articles on some of the most prominent architects of all time, such as Charles & Ray Eames and Richard Neutra. The “Case Study Houses” project invited architects to design and build the houses of tomorrow, which were then presented to the public. Each house received a number and was opened to the public for a limited time. There were 28 houses in total. HOUSE NO. 7 was planned by architect Pierre Koenig, who presented a typical Californian modernism approach of blending the indoor with the outdoor, using a rich and elegant material and color palette—a palette we later incorporated into the branding itself.
The branding reflects the architectural and artistic values of the space, with a main logo that presents the building’s structure and a series of original illustrations by Royce Eagle. These illustrations pay homage to Tel Aviv’s artist movement of the previous century, alongside abstract shapes inspired by the artistic covers of “Arts and Architecture” magazine.
Additionally, since the venue is located along the path where the historic Jaffa-Jerusalem train once passed, on HaRakevet (The Train) Street, we customized a typeface inspired by train station and road signage.
The branding reflects the architectural and artistic values of the space, with a main logo that presents the building’s structure and a series of original illustrations by Royce Eagle. These illustrations pay homage to Tel Aviv’s artist movement of the previous century, alongside abstract shapes inspired by the artistic covers of “Arts and Architecture” magazine.
Additionally, since the venue is located along the path where the historic Jaffa-Jerusalem train once passed, on HaRakevet (The Train) Street, we customized a typeface inspired by train station and road signage.
The website, led by our team’s UX/UI expert Tal Gutberg and developed by our brainiac friends at Tranquilo, extends the graphic identity into an interactive interface. It takes visitors on a virtual tour of the compound, showcasing its unique offerings, from the architectural and interior design to the kitchen and bar, all the way to the dancefloor.
The website, led by our team’s UX/UI expert Tal Gutberg and developed by our brainiac friends at Tranquilo, extends the graphic identity into an interactive interface. It takes visitors on a virtual tour of the compound, showcasing its unique offerings, from the architectural and interior design to the kitchen and bar, all the way to the dancefloor.
