A stunning 50-square-meter apartment in the Noga complex

• Design: Michal Inditzky and Hagai Weinblum, WID STUDIO
• Photography: Hagai Weinblum
• Apartment: 50 square meters in the Noga complex, Tel Aviv-Jaffa

This apartment, located in the Noga complex of Jaffa-Tel Aviv, is just 50 square meters, but it boasts two balconies. How did it become a cozy, small, yet stunning home? Designers Michal Inditzky and Hagai Weinblum from WID Studio share the story.

"The client found us in a rather amusing way. Both her brother and sister, purely by coincidence, had bought apartments we previously designed. They didn’t even realize that the same designers were behind both projects. When our client bought her apartment, she asked her siblings who designed their spaces. That’s how they discovered we were the designers, and she immediately reached out to us."

The client, a graphic designer, is young, trendy, and bold. "We instantly connected. We understood that we spoke the same language and could work together to create something extraordinary. From the start, it was clear that this apartment needed to be unique, interesting, and colorful."

Though the apartment is small, the client didn't want to compromise on comfort or quality of life. "It was essential to her to have a spacious bathroom with a large, luxurious shower, a functional kitchen with ample counter space for cooking meals for many guests, and a dining area that could be expanded when necessary. She is very organized and insisted on storage solutions for all the things usually forgotten in small apartments—like a utility closet for cleaning supplies, space for suitcases, medium-sized kitchen appliances like mixers and food processors, and even storage for winter coats."

"In every project, we start by looking for inspiration to tailor the design to the client, the space, and the surroundings. We believe that quality design creates personalized spaces, both in terms of practicality and style. It's important to us that our design signature is evident, but we also insist on treating each project as an opportunity for a real dialogue with the client. This helps us improve their quality of life and design a home that feels uniquely theirs—a place that excites them and gives them a true sense of belonging."

"For this magical apartment, we drew inspiration from two main sources: the exterior architecture of the unique building and the client's work as a graphic designer. The apartment’s unusual layout stems from the curved facade of the beautiful Art Deco-style building in which it resides."

The building was constructed in 1933 and spans an entire block in the Noga complex. "In its redesign, the interior layout follows the curved lines of the facade, with the arch motif repeated in interior details. The curved corner of the building was used for a seating bench in a round dining nook that can expand into a spacious elliptical table. The only corner in the space, the bathroom, was given a soft radius and became a central element in the living room. A bent iron unit wraps around the curved corner, serving as a TV stand and decorative shelving."

"Terrazzo flooring flows around the curves, merging with the parquet in the living room and even climbing up the walls, embracing and highlighting the curved corner. This same flooring continues into the bedroom, creating another curved junction between the terrazzo and the parquet."

"The kitchen tilework forms a high arch, ending with an iron shelf similar to the one in the living room, cut in a curved shape to continue the arch. The shelf extends to the kitchen's end and flows into open shelving for cookbooks, wine glasses, and a mixer."

"The furniture choices were also guided by the curved aesthetic we wanted to emphasize. A classic TOGO armchair, with its inviting curves, encourages lounging. A round dining table fits perfectly into the apartment’s curved corner, and the bathroom sink cabinet was fitted with custom-designed handles. The lighting fixtures are spherical and rounded."

"In the apartment’s entryway, we designed a large closet that holds the washing machine, cleaning supplies, additional kitchenware, bags, coats, and even suitcases in the high upper section. In the bedroom, we didn’t compromise on storage either, designing an oversized closet that can hold everything needed to keep the apartment looking beautiful and tidy."

"The inspiration from the world of graphic design is reflected in the surprising use of colors. Custom-made lighting fixtures from Lasri Lighting were painted in a variety of hues, helping to accentuate the high and unique ceiling. The kitchen's square tiles were enhanced with colored grout in a clay shade, providing an amusing contrast to the calm parquet. The iron shelves were painted green, and in the bathroom, we combined several different tiles, also with colored grout, along with lighting fixtures in a green mesh texture."

"Our most important tip for clients looking for designers to guide them through the renovation or design process of a new home is to choose designers you genuinely trust and feel comfortable with. When there's good, open communication and full trust between both sides, the process will be calm, pleasant, and will allow you to achieve your dream home. It's a dialogue, a two-way conversation. Know how to voice your opinions, but also be willing to listen and let go. Remember, it’s possible—and encouraged—to enjoy the process, even though it can be busy and stressful."