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Shavnu
ProjectsFIRST by Hagag
FIRST by Hagag, watercolour representation
RepresentationWatercolour by Shavnu, after a rendering by Hagag Group / ODA. It shows the intended character of the project, not its finished appearance, materials or specification. Nothing here forms part of any contract.

FIRST by Hagag

Hagag Group
Design plan approved March 2026; building permit in process; marketing; 179 of 350 homes unsold after the second quarter of 2026Lot 2270, Central complex

Facts

Homes
350
Buildings
One 45-story luxury tower (~258 units) and three 7-9-story boutique buildings (~92 units)
Floors (max)
45
Architect
ODA New York (Eran Chen) with Bar Orian Architects
Developer site
Official page

The story

FIRST is Hagag Group's sea-line tower on Central lot 2270, designed by ODA as a 45-story building with three boutique buildings of seven to nine floors beside it. The mix is about 350 apartments (roughly 258 in the tower and 92 in the low-rise) from studios to six rooms, penthouses, and duplexes. Hagag paid about ₪756M for the land in the February 2025 Central tenders, launched sales in July 2025, and had 46 reservations within two months.

Amenities

In the news

  • Globes
    Globes: how many Sde Dov homes actually sold in the first half of 2026

    Globes: seven projects are now marketing in the district, with first occupancy still expected in 2029. RAINBOW sold 7 homes in the first half of 2026, 3 of them in the second quarter, against 59 in all of 2025 and 99 in 2024, and DIMRI YAMA had sold about 41 of its 458 homes. Hagag's sales and marketing costs rose to ₪10.8 million in the half, from ₪4.2 million a year earlier.

  • Ynet
    FIRST passes ₪1.6 billion in sales: 191 of 350 homes sold

    Ynet: Hagag Group's first-quarter 2026 report shows FIRST sold 59 homes in the five months to the report, for about ₪426 million, taking it to 191 of its 350 homes, 55% of the project, for more than ₪1.6 billion in under a year of marketing.

  • Calcalist
    Calcalist: FIRST drove Hagag's 2025 results, and the dependence adds risk

    Calcalist: Hagag Group's net profit rose 29% in 2025, largely on FIRST, while marketing costs nearly doubled and four sales were cancelled, three of them at Sde Dov. The company's own accounts put the lot 2270 land at ₪803 million plus ₪67 million of purchase tax, against the ₪756 million reported at the February 2025 tender.

  • District records
    Design plan approved for Hagag Group's FIRST (lot 2270)

    The architectural design plan for FIRST, the ODA-designed 45-story sea-line tower, is approved.

  • Ynet
    ~NIS 6B: the Sde Dov billion-shekel tenders were cut almost in half

    Central-district winners are named for 4,191 units and about ₪6B: land about 40% cheaper than the 2021 record. Gindi, Hagag, Electra + Dan, Luzon Ronson, Israel Brothers, and A.A.I. Abu + Tomer Koko are on the list.

Sources

Where the facts on this page come from, with the date each source carries.

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