- Urban scale - The complex is located on the border between the city center and the Am Moshavot neighborhood. The border between the old and the new, a border that reflects the change of the urban scale. The design of the building's facades and its references will reflect this principle - - Local scale - Kroll Street is changing its character. From a neighborhood street that includes mainly residential uses with few commercial uses, to a street of mixed uses that is commercially oriented. From a "calm" street to an Intense street. - The intersection of Orlov and Kroll Streets (North facade) - the red line passes through Orlov Street, rail station is located near the intersection. The northern part will refer to the intensity and dynamism of the urban space. - The intersection of Kroll and Jabotinsky streets - Jabotinsky Street, the city's main street, a unique metropolitan artery that connects cities, from Tel Aviv and the Stock Exchange in the west to the city center in Petah Tikva, the street changes and tells the story of change. - The development towards Rupin will have a different orientation. The spaces between the buildings must be planned