Rothschild Boulevard is one of the most important and iconic streets in Tel Aviv. Located in the heart of the White City of Tel Aviv, Rothschild Boulevard is a commercial center, with major financial institutions lining the street, a cultural center, with the main theater and concert hall of Tel Aviv, a culinary center, with tens of top restaurants, and a leisure center, with the center of the boulevard popular with dog walkers, bikers, and some of Tel Aviv’s wealthiest and most beautiful who stop off at the amazing coffee kiosks found in the center of the street. Rothschild Boulevard was one of the first streets to be built in the city of Tel Aviv little over 100 years ago. Named originally as Rehov HaAm (the street of the people), it was renamed to reflect the generosity of Baron Edmond James de Rothschild of the French Rothschild banking dynasty. Interestingly, the street was not designed to be a boulevard, however draining the dry stream (wadi) which ran along the middle posed too big a challenge, and it was decided that the street would be constructed on either side, forming the first of a number of boulevards which can be found in the city, and have come to characterize the city’s image and architecture.