ASRV Urban Villa | Nadav Roiter

Located in Northern Jaffa, in the heart of the old flee market, this project embodies the values of the high end ASRV men’s sportswear brand. Our client, the owner and founder of ASRV bought a residential building and converted it into a private urban villa. 

ASRV prides itself on the simplicity of its clothing which is on the one hand of very high quality and on the other, extremely versatile. Through innovation this company strives to create the next generation of activewear. 

Using clean sleek lines and a minimalist aesthetic while

simultaneously incorporating the concepts of ‘gym’ and ‘street’ - this project approaches the urban villa from a different perspective. The dynamic nature of exercise which is a core brand value is incorporated in the section of this architectural creation and is unified by a central steel element reminiscent of bodybuilding apparatuses - in this analogy, the floors of the building morph into the weights of the gym. 

When entering this house, one is greeted by large stacked elements which begin by immersing you in a gym inspired residence. The curves and shapes which encompass the individual in this home are directly derived from forms that are predominant and integral to ASRV gym wear. The synergy between concrete and steel elements, color tones from the flagship collection as well as graphic elements influenced by street art and the tattoo which characterizes ASRV’s archetypical client, work together to create a space which embodies ASRV as a company and as a culture