Guests often feel as if they are visiting a museum or palace. Whereas in the past families used to came and stay in these superior hotels, in recent years a new trend has been developing and these families now prefer to purchase their own home in Jerusalem. These homes are in effect like second homes and are frequented not just for holidays or special events. They are often more adorned and elegant maybe because they are in Jerusalem and hold special spiritual and emotional meaning for the observant clientele. Annette Frommer has been catering to many of these clients and meeting the added challenge that takes into account elements that are part of the norm in religious life
Tomer Ben, CEO & Founder of Solomon Mines with Nancy Spielberg
ANNETTE FROMMER: I have been an interior designer for 28 years. As a young girl growing up in Belgium I was attracted to understated European elegance and beauty. It is for this reason that I chose this profession. I believed that I had the ability to offer a
sophisticated design aesthetic that does not feel forced or artificial and I like to think that I have been successful in providing my clients with comfortable living that is beautiful and feels natural, genuine and effortless.
Frommer’s design philosophy is that “regard- less of the style requested it is of the utmost importance to deliver harmony and balance between all elements so that a subtle and ef- fortless sense of luxury is achieved”. She likes to use a variety of natural materials such as stone, marble, wood, iron, brass and glass. Each project is completely bespoke - designs are never repeated twice.
AF: There are many factors that influence the length of a project life cycle and my projects usually run a cycle of two to three years. However, once in a while, I like to take on a project that is a race in time, whose date for completion is ‘against all odds’. I like the stressful, exciting challenges of a project that literally takes my breath away, as if I am running a marathon. In this type of project, I am usually given a ‘carte blanche’ that is always flattering. It is also liberating as I have complete freedom to handle the projects as I see
fit - the decision-making process is much quicker. I am currently working on few penthouses and garden apartments and in 2019 I will be working with three developers on high-end projects where I am in charge of curating the model apartments.
AF: It varies between different people and different families. Yet what all have in common nowadays are busy and hectic daily lives with noise all around. I wish to provide a safe haven for my clients, an escape from the chaos of daily living, an ‘ambience’ that’s serene and safe. To me this is the feeling that a ‘home’ should provide. I want my clients to walk in with their suitcases and immediately feel at ease, at peace, tranquil and that they belong.
logistical aspects in order to minimise client involvement and save time . Whether items and/or materials are bought locally or imported from abroad, they are of the highest quality and state-of-the-art. As she says – “I feel privileged to be able to do what I truly love. I hope to continue to be inspired and to be creative as I strive for quality and distinction in my work whether I plan a pied-a-terre or a main residence. And of course, I hope to continue to serve our clients, whether in Israel or abroad, in the same dedicated, professional and personal manner”.