The Box Project is located at 3 Hatarucha Street, in Tel Aviv’s Port. The box-like structure served in the 1940’s as the home of the Cameri with its legendary performances- the cornerstones of Israeli culture.

Bulthaup Israel Group, in cooperation with Atarim and the supervision of Architect Pitsou Kedem, transformed the deserted structure into a breathtaking showroom of furniture and home decor. They accomplished this successfully by conserving the structure’s original style and special character while balancing it with the use of modern technology. The result is a perfect conglomerate where 21st century décor and style coexist with the formal values that reflect the realistic style of buildings in Tel Aviv during the 1940’s

The silicate stones that align the “White City”, blend harmoniously with the building’s modern mineral structure. The original box construction embraces a massive exposed concrete structure, smooth concrete flooring and iron profiles that enabled Architect Pitsou Kedem to achieve a grid pattern of square glass as was traditionally found in factories. The partition that crosses the space creates a dynamic environment and eliminates the division between the two areas/halls in the space.

The Box Project enables us to provide our customers a unique shopping experience in a culturally rich environment, reflecting values of materials, shades/colors, and form in a space that manifests with all the core values of design and tradition identified by the Italian Concern B&B Italia. Synonymous with a balanced mix of creativity and innovativeness, style and elegance, core values that have carried B&B for years and define the brand B&B Italia and are the stamp of approval for the Italian Cultural Concern.

The box is the most refined of forms of a house. The project The Box stands alongside eight-ten stores branded B&B Italia around the world: Milano, London, Paris, Munich, New York and Tokyo- they serve as the home for the varied and rich collection of B&B Italia and its image that is associated with creativity, innovation and quality