• LOCATION 10 | The Electrifying Story of Gan HaHashmal and Its Architecture

    Pardes Building‏‎

    Pardes Building‏‎ on Tel Aviv audio tour The Electrifying Story of Gan HaHashmal and Its Architecture

    Stop here for a moment and look across the road to your right at the building on 5 Levontin Street.

    It was designed in the Art Deco style. The prototype for the Art Deco architecture style is the Empire State Building in New York. This architectural style was inspired by rapid industrialization in the early 20th century, creating new combinations of building materials such as glass and steel. The design language glorifies the mechanical reproduction processes of the hyper-industrial era, with geometrical aesthetics made up of straight lines rising upwards.

    Let's keep walking while I tell you more.

    Just continue down Levontin Street to the next intersection ahead.

    This building was established by the Pardes Association as its main office building, after having established itself as the leading cooperative of the Jewish orange growers in the Land of Israel. Pardes is orchard in Hebrew. The orange growing industry in pre-state Israel was much like today's Israeli high-tech industry – the most important economic branch and a source of pride. Most of the oranges were sent abroad in special wooden boxes, each orange wrapped in specially designed silk paper, celebrating the "Jaffa Oranges" brand.

    Keep going towards the intersection.

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The Electrifying Story of Gan HaHashmal and Its Architecture