In its prime position at the intersection of Rothschild Boulevard and Herzl Street, Lillienblum Street is one of the oldest streets in Tel Aviv, pre-dating the state of Israel, and was home to the first banks; these days, it’s “slap-bang in the middle of the startup engine,” says Amir Mizroch, Director of Communications at Start-Up Nation Central (SNC).
This specific building, given a sleek renovation in 2018 by Kimmel Eshkolot Architects, has serious startup pedigree: its previous occupant was the app monetization unicorn (aka a startup valued at over $1 billion), ironSource. An apt location, then, for SNC to carry out its mission matchmaking Israeli startups with global companies. This philanthropist-funded NGO keeps its upper level reserved for business meetings, lectures and hackathons, but on the first story it has a public-facing accelerator dedicated to the most accessible and enticing of subjects: food. Dining destination L28 was conceived as an incubator for emerging Israeli culinary talent. Every six months a new chef comes in and creates a new menu. They receive mentorship and a top-class crew. In return, they work on their interpretation of Israeli cuisine. Each chef is supported with all the operational elements necessary, in a similar manner to that of a start-up accelerator.
L28
Most recently, Israeli chef Nir Mesika, known for creating waves with his award-winning New York restaurant Timna, helmed the crew at L28. Now burgeoning chef Gabriel Israel has been served the baton for the next "chef session", in addition to his well-appointed role as the Culinary Director of the platform. Highly influenced by New York, where he lived for the last five years, and his adolescence taking cues from his Israeli father, who was a caterer for event halls, Israel studied at the Culinary Institute of America before working for esteemed restaurateur Daniel Boulud, perfecting $20 shakshuka plates at Boulud Sud in Manhattan.
Chef Gabriel Israel © Yehonatan Ben Haim
The most exciting thing about L28 is not only that is serves as a platform for both veteran and emerging guests chefs to try out new recipes and create an eclectic stage for modern Israeli cuisine, it also offers curious foodies the opportunity to continuously look forward to something innovative, versatile, and delicious at reasonable price points. The chef's backgrounds, heritages, and origins come into major play, repurposing traditional flavors and crafting contemporary twists on the originals – including the melting pot of influences that make Israeli cuisine so dynamic; Morocco, Russia, Algeria, Poland and more can share a plate and ignite the taste buds with something entirely novel and refreshing.
Moran Agasi Lang, the Culinary Site Manager for Start Up Nation Central, works hand-in-hand with Gabriel Israel to ensure that the culinary end of the platform is delivered with the utmost service. Her years of experience working for some of Tel Aviv's top echelon in hospitality and dining like The Norman Hotel and Taizu restaurant have prepared her for the larger scope of what SNC offers and what its expectations are for creating a global influence in food and tech; some of which are initiatives that are highly necessary, hot-button topics in the world of food, including zero-waste policies and urban farming.
Moran Agasi
Start Up Nation Central has an established and well-maintained rooftop urban farm and L28 uses its produce, herbs and vegetables for every dish on the menu; contributing to a more sustainable and livable Tel Aviv. Fewer food trucks for transport from farms/distribution centers means less traffic, pollution, and lower food costs –which translates to lower menu prices for diners, creating a full circle platform.
© Anatoly Michaello
Another ongoing initiative is promoting small, local businesses and exposing them to global audiences, including everything from L28's curated wine list to the staff's uniforms and ceramics that each dish is plated on - all sourced locally in Israel. Each new chef in rotation can change the wine list to promote their recommended wineries in Israel. Through food, L28's goal is to connect the world to Israeli innovation, Israeli cuisine, and Israeli hospitality, and they are progressively doing just that one dish at a time.
© Anatoly Michaello
L28, 28 Lillienblum St, Tel Aviv, 03-9003560; Lunch: Sunday - Thursday 12:00-15:00 & Evening: Sunday - Thursday 19:00-23:00; Friday-Saturday, 18:30-23:30