The company led the urban planning on behalf of the Bat Yam Municipality to transform the city's old industrial zone into a business district with business and commercial activity, upmarket residences, and public spaces. The company initiated and operated the project’s business division, which was responsible for developing the project and its economic and commercial aspects. The division led the strategic plan and the comprehensive urban planning and supervised preparation of a new mix-use urban plan that would include commercial, office, and residential spaces. The team also promoted collaborations to bring cultural institutions and artist incubators to the complex, in dialogue with the local community. Throughout the period of its operation, the division placed significant emphasis on the planning and immediate implementation of cultural collaborations in the complex. Among other things, it carried out quick projects, including maintenance and landscaping, to upgrade the public sphere, and artistic and cultural collaborations that reflected the urban planning for the spaces under development.