Israel Canada

That's the highest unsold inventory of any city in Israel.

And the same month, developer called Israel Canada closed a deal to become the largest real estate company in the country.

Daniel's prompt this week is about exactly that collision.

He points at the luxury tower marketing machine aimed at diaspora buyers, the five-star hotel sales events, the branding that assumes affluence in a city that isn't wealthy, and he asks us to look at the history of Israel-Canada specifically.

What drew a company that started in Tel Aviv luxury to this very particular kind of mass development in Jerusalem, and what does it mean for the city? The

company history is stranger than most people realize.

Israel Canada didn't start as a construction giant.

Barak Rosen and Asaf Tushmer were childhood friends who started in real estate brokerage.