This shrine to Tel Aviv nightlife is intended to attract those who are pious about their nightlife priorities: looking good, smoking premium cigarettes, nursing quality drinks, and picking up classy members of the opposite sex.
Even the name of this new mega-bar in the Yad Harutzim bar compound of Tel Aviv evokes machismo and self-indulgence. That the Ego Bar was founded by Israeli hoopster Moshe Mizrahi together with the Israeli television channel for men, EGO, only strengthens the impression that the bar is a men’s club.
The most happening bar-lounge in Emek Hefer, the rural valley just north of Netanya, takes its name from this famous cinematic phrase of The Princess Bride, which follows Princess Buttercup’s love for a blonde farm boy.
This dance-bar is as ‘Tel Aviv’ as they come – it boasts a good-looking crowd of trendy locals who like to smoke and pretend they live in Europe; the regular ‘celeb’ clientele; esoteric electronic music blasting through the speakers; and snobby selection.
If the Cinderella story had been set in Tel Aviv, her raggedy slipper would have turned into a magical glass pump at the witching hour, instead of the other way around.