The young and aspiring, Israel Canada Hotels, are launching a hotel project across four separate buildings in the Midtown Complex in Tel Aviv. Midtown is a unique mixed-use project in Israel that contains commercial space, residential space, offices, and hotels, as well as municipal functions such as kindergartens for the growing local community. Play Hotel includes 115 rooms alongside the lobby, restaurant, "rooftop" and business lounge that are connected to an underground commercial floor. The location of the hotel is within a complex that combines both commercial functions as well as recreation and leisure. Hotel guests are allowed to enjoy collaborations between a variety of businesses. The hotel's name, PLAY, came about from its purpose, that being geared towards millennial business people."The hotel’s target audience expect that business and pleasure will be interwoven with one another, and naturally integrated within the workspace, alongside the living and recreation." This is the key idea when speaking about an urban hotel in a complex such as Midtown. Creating a story of three potential guests, for each type is a specific concept with its unique material and color pallet.
