Beyond all expectations

Electra FM and Ariel Properties are once again pushing the boundaries of what is possible with a bold new management concept developed specifically for the monumental Beyond skyscraper. The goal? To transform your time in the tower into a holistic hi-tech experience unlike anything that has come before in Israel.

Beyond, currently rising above the Tel Aviv-Givatayim border, is far more than a skyscraper. With 77 floors rising to a height of 317 meters and expected to welcome around 10,000 visitors daily, Beyond is a powerful, distinctive icon within the city skyline. Now, Electra is developing an innovative management concept that befits the tower’s massive size and unique character.

“The developer, Tidhar, wanted to create a real emotional connection with the tower, as well as making it desirable, something like the launch of a new iPhone. This also had to be reflected throughout the entire building experience,” explained Idit Shani, VP Strategy, Business & Development at Electra FM. “That’s why we decided to come up with a completely new concept: tech-based property management, alongside precise first-class operations that evoke the kind of service you’d expect at a luxury hotel.”

“We wanted Beyond to be different, with features you won’t find anywhere else in Israel,” agreed Guy Rothstein, VP Operations & Service at Ariel Properties. “Our goal was to create such a buzz that everyone would want to come and see this sensational tower for themselves.”

The Electra team came up with a management concept based on four principles. The first is an integration of the physical and digital worlds, achieved through technologies such as interactive walls displaying real-time information to visitors. The second principle is a holistic user journey – this meant developing a customized smart management app that will enable users to access all kinds of services within the tower, from booking a yoga class to reserving a conference room. “We’ll use AI to analyze usage patterns for both the app and the building, and adapt the app’s recommendations to each user’s preferences,” Idit said.

“The whole end-to-end user experience will be managed through the app – everything from personal services like ordering coffee, to lifestyle services like making an appointment for a gel manicure,” Guy added. “The app can also let the user know if there’s an available charging spot for their electric bike before they enter the parking lot.”

The third principle focuses on wellness and sustainability, including meditation zones, relaxation rooms, and hanging gardens. Finally, the fourth principle positions the complex as a living, breathing urban hub – a meeting place for community and innovation. Beyond will host events and lectures for all residents, set up running clubs, and hold activities open to the local community, like fairs and collaborations with municipal institutions.

Naturally, many Electra subsidiaries are playing vital roles in this all-premium project: Electra Security is handling security, Tavas is taking care of cleaning, and Electra FM Maintenance Division is responsible for – you guessed it – maintenance. During construction, Electra M&E installed the electromechanical systems, while Electra Megason performed all work related to the control, security, and low-voltage systems.

Implementing this unique management concept required a complete rethinking of typical work processes. “Every employee who works in the tower will exemplify this project’s unique values,” Idit emphasized. “They are the ones who will express Beyond’s spirit, its distinctive character, and the high standards we uphold.”

“We very specifically defined the key roles within this project, headed by the building manager,” Guy said. “It soon became clear to us that we weren’t looking for someone with a hotel background, but someone with experience in the shopping mall industry – in other words, a professional who knows how to combine first-class service with smart systems management and commercial practices. Similarly, we were looking for a maintenance manager who knew how to work with customers, in addition to having technical expertise.” Along similar lines, Beyond’s cleaners will always have a tablet and cart with them, so they can assist visitors and answer questions, while security personnel will also be trained to an especially high standard and be expected to manage various events.

“It may sound like a dream,” Idit concluded, “but in premium projects like this, dreams can become reality. Beyond Tower is exactly where that reality was meant to begin.”