Alenby 99 is a unique real estate project situated in a highly attractive location—the heart of Tel Aviv and its nightlife. The project is intended to appeal to young urbanites who love the intense pace of life in the city. Open created a differentiated branding concept emphasizing the unique urban experience of living in Alenby 99. The brand message stretched the geographical bounds of the real estate itself to include the 99 hottest points of interest in Tel Aviv that would appeal to the project’s target audience, including cafés, restaurants, bars, fashion hot spots, cultural venues and more. The land was sold prior to the marketing of the project to the general public.