The construction of the new Mamilla has had its ups and downs over the past 40 years, but in 2007, the highly anticipated Alrov Mamilla Avenue finally opened, bringing an unprecedented level of luxury retail to Jerusalem. Designed by the world-renowned Israeli architect Moshe Safdie to incorporate many of the existing historical structures, the avenue, paved with Jerusalem stone, provides visitors with ancient landscapes and spectacular views of the Old City. Running from the Agron Street junction to Jaffa Gate, the avenue acts as a bridge between modern and ancient.
The avenue features renovated 19th century buildings, street theater performances and designer shops of world-leading brands, with cafes and restaurants interspersed throughout the way. Striving - and arguably succeeding - to position itself as Israel's version of Fifth Avenue in New York and the Champs-Elysees in Paris, Alrov Mamilla Avenue has quickly become an exceedingly popular destination among both locals and tourists.
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