When Tel Aviv was founded, its founders insisted on it not having any stores or commerce, having planned and built it as a utopian garden city. However, life took its course and by the 1920s a local market had sprung up. Over the years, the market became a nuisance, as can be learned from a letter sent by Meir Dizengoff to the chief of the municipal police: “Every morning around the place, which was intended to be a kindergarten, you see camels and donkeys [...] and everything is dirty. I therefore ask His Honor to send a guard there every morning to see that this place is not turned into a market again.” Eventually, the market caught on, becoming an institution and a symbol. After years of organic activity, the Tel Aviv-Yafo Municipality decided to carry out an urban renewal project in the Carmel Market. This is a complex project involving planning, architecture and landscape architecture, infrastructure, and organizational and statutory regulation. This phase requires a holistic perspective. The company is supporting the renewal of the Carmel Market, including infrastructure and public space, the regulation of property rights and licenses, its operation, involving support for activities in the areas of culture, content, and design, and on the community level, in ongoing work in partnership with the merchants.