The hipster pups are filling the most beautiful lounge/bar in town and drinking healthy alcoholic beverages. We went there to see what the hype is all about.
Between Alphabet and Social Club lies a magical new bar. It is far from small, most days of the week it isn't crowded either, and its interior is beautifully decorated, yet still provides the atmosphere of the desired "we are cool" slot.
So how did Phi reel in the Tel Aviv audience from Otsar, along with fresh hipsters, gays, and fearless partiers? The secret formula is probably a combination of healthy cocktails, a variety of seating areas, a refreshing urban garden style that will make your Instagram pop, and a New York atmosphere that lets you breathe between puffs of weed.
Even the entrance to the place awakens the eyes to a pleasant, refined, and inviting feeling. Phi consists of an outdoor space, an inner courtyard, and many seating areas, all of which are decorated in minimalist wood reminiscent of a Japanese restaurant, without the cold and elitist aspect. Inside, the bar reveals intimate and cozy booths with soft romantic lighting.
During the week, Phi is indeed a perfect location for a date, but if you feel like a lively and crowded atmosphere, go for the crowded Thursdays to Saturdays. At the end of the week, it becomes Alphabet's lounge wing, which receives the drunk Alpha refugees who want to get some air in the backyard and settle their stomachs with a Ginger-Kale-Arak drink. Those who combine the two places will find the Phi is almost perfect: there are almost no clubs in Tel Aviv that offer this sort of chill, Berlinesque courtyard. The beauty is that the Phi is not just for nightcrawlers; the inside tables contain seating for laptop loungers, and most importantly, the place is open during the daytime hours, so you can easily bring your colleague from the United States to show him some Tel Avivian vibes.
What about the food & alcohol?
© Anatoly Michaello
While the people of Phi and Alpha were able to invest most of their efforts into the exterior and the hype surrounding it, it seems that the important things really dragged a little. The menu, which offers vegan dishes only, does not represent the dizzying vegan selection offered by Tel Aviv these days. It is actually quite disappointing.
In the alcohol sector, we sampled the Purple Shake (beets, carrots, apples, celery, and an alcohol of your choice - NIS 42) and the Green Shake (apple, ginger, lime, and an alcohol of your choice - NIS 42) that formed a genius combination between those familiar healthy drinks we love so dearly and an alcoholic beverage (we also love so dearly). We chose gin, which turned out to be a perfect companion to the selected vegetables and fruits. However, other attempts with Campari were less successful, so take into account that you are responsible for the quality of your creation.
The hype surrounding Phi is still at its peak, and the real question around the place is whether it will hold the test of time. There is no doubt that its proximity to Alphabet, which is already a well-established Tel Aviv institution, paired with its unparalleled design will probably help Phi stay on top. But you know how it is in Tel Aviv, everything is replaceable.
Audience: young hipsters only.
Price: moderate.
Food: eat at home first.
Music: not dominating.
Vibes: massage room.
Hottie sighting: Have you ever seen a handsome hipster? Exactly, there is no such thing here as well.
Design: the most beautiful in Tel Aviv.
Suitable for: dates, meetings, relaxing after partying hard at Alphabet.
Service: Self-service (and yet the bartender will ask you if you want to leave a tip on your credit card).
In other words, judge this book only by its cover. And what a beautiful cover it is.
54 Ahad Ha'am, Tel Aviv (054-5875784). Sat-Thu 12:00-06:00. Fri Closed.