Hotel is located on a quiet residential street in charming Old North part of Tel Aviv, with many exemplary modern architecture post 1948, exactly what I was looking for. It is 8 minutes walking distance to Hilton beach, and just around the corner from many cute cafes, shops, and Lehamim bakery. Building is nicely renovated, tho the room can use some more practical updating, such as a new TV, and shelving in the bathroom and shower, better protection from water getting everywhere when taking shower. Toiletries are motel grade basic. Espresso service is free in lobby which is a nice touch. Best part is hotel staff - all very nice and helpful - and very knowledgeable of recommendations of things to do in the area and in assisting you with bookings throughout Israel.
