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srael Canada's She project is pushing the boundaries of pricing in Tel Aviv's high-end real estate market. The company has begun marketing apartments at NIS 165,000 ($46,200) per square meter, a price that could set a new benchmark for luxury developments in the city. Initially, sales are limited to associates and foreign buyers who have been offered units on the upper floors.

    The project integrates three existing structures: the historic Mani House, which will be preserved; the Bank Leumi management building, which will undergo renovations; and the bank's main branch, which will be demolished to make way for a new tower. Construction is expected to begin within a month and take approximately five years to complete.

    The luxury market in Tel Aviv has seen rising prices, with apartments at 10 Rothschild Boulevard selling for NIS 145,000-150,000 ($40,600-$42,000) per square meter. Real estate appraisers have questioned Israel Canada's pricing strategy, citing the scarcity of ultra-luxury projects in the area and the limited number of transactions in recent years.

    However, some experts believe that the price is justified due to the project's exclusivity and premium amenities. The land for the project was acquired by Acro Real Estate and Israel Canada in 2017 for NIS 277 million ($77.6 million), valuing the entire site at NIS 440 million ($123.3 million).

    The development, designed by Bar Orian Architects, received approval from the District Planning Committee in 2020 and final approval from the Local Planning Committee four years later. The estimated construction cost for the project is NIS 2 billion ($560 million), with total sales revenue projected at NIS 2.3 billion ($644 million) and gross profits of NIS 645 million ($181 million).