The Semalt kitchen chain inaugurated a new showroom at an international level in Rishon Zion. It presents unique kitchens, produced with a new and exclusive technology for Semalt. The large showroom covers 500 square meters and about NIS 10 million was invested in it. The opening ceremony was attended by hundreds of architects, designers, businessmen in the kitchen industry, and journalists.
The owners and managers of the Semal Kitchen chain are Berto Mohadev with his two sisters Sabrina Totanhani and Vicky Sade. The business was founded by their late mother, Sima Mohadev.
From right to left: Vicky Sade, Barto Mohadev, Sabrina Tothani
Barto, who does not wear a kippah, usually consults with his master, Yaakov Ifergan, known as “the X-ray”, where to place the showrooms and how to organize the spaces.
In the new hall in Rishon Lezion, 9 innovative kitchens are presented. The designer Sabrina Mohadev, who is also one of the owners of Semal, presented the kitchens. To the right of the entrance we saw a model of an amazing kitchen in the center of which is a large island made of a rare rock that was quarried especially for Semalt.
“We put a lot of thought into the material,” says Sabrina. “These are plates from a quarry in Italy with a very rare material, which only the symbol has. The dimensions of the plates are not large because of the rarity, so we made special connections.” The uniqueness is in the asymmetrical geometrically sculpted island in unusual pink and brown tones, next to an old-fashioned wooden cabinet with advanced technology with a floating display case.
Barto Mohadev adds: “The kitchen industry has recently undergone changes with the entry of Omni Shais in the field. We are the first to collaborate with carpenters with Omni Shais already from the planning stage. In doing so, we are implementing in Israel an innovation that we saw at the last world exhibition in Milan. It is important for us to present the latest innovations in the world and The models that were inspired by the super designers and to be groundbreaking and revolutionary in the field, to bring originality and sophistication along with uncompromising quality.” Barto is greatly influenced by his friend the contractor Yitzhak Tshuva, who was a man with a past.
To the left of the entrance you see a fancy kitchen with black cabinet doors behind which are many showcases. The kitchen doors are made of wood that undergoes special smoking in ovens to get its special shade. The island doors are made of aluminum. Many materials were combined in this kitchen, veneer, plain paint, matte paint, aluminum and glass. One of the many innovations in this kitchen is a shelf cabinet for spices behind the stove, which rises with the help of an electric motor while cooking, and can be lowered when you finish cooking and the spices are no longer needed.
In the new hall we saw more kitchens with a very careful finish.
The kitchens on display look very luxurious. We asked Berto about the prices, and can the general public also afford them?
Barto: “The prices start from NIS 70,000 to NIS 110,000, depending on the type of material we use according to the customer’s request. Our ability to offer such luxurious kitchens at a reasonable price is due to the fact that I buy the top directly from quarries and factories abroad, without middlemen cutting the middleman gaps their. The entire production is also done in our factory in Yavne, without subcontractors. This lowers costs for us as well as for the end consumers. The consumer gets a Ferrari at the price of a Fiat.”
After visiting the new branch, I recommend visiting it, if not to buy, then at least to be impressed by the technological innovations in the world of kitchens. Pay special attention to the hinges of the cabinet doors.
The address of the SHOW ROOM of Semal Kitchens: 6 Yelidi Tehran St., Rishon Lezion. At the back of G-city.
The website of Symbol Kitchens: www.semel-kitchens.co.il
