Tel-Aviv - Herzl Street.

Tel-Aviv. Herzl Street. Published by Eliahu Bros., Jaffa and Tel Aviv. Made in Italy.

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Though geared to the notion of a return of Jews to their ancestral homeland, Zionism was a diverse and distinctly modern political movement that grappled intensely with the issue of how to relate tradition and radical renewal in a manner suited to nation building in the modern world. Tel Aviv was developed entirely from scratch and much of its architecture bears witness to what were at the time the most advanced trends in architecture and town planning. Following the opening of the Hebrew University in Jerusalem in 1925, the Scottish biologist, sociologist and town planner Patrick Geddes (1854–1932)—whom Zionist officials credited with a “total lack of prejudice, as are but seldom met with” and who had designed the university’s initial premises—came to Tel Aviv for draw up a general plan for the city’s further development. Geddes’s idiosyncratic approach integrated elements of urban and rural living and merged both universal and local traditions of town planning with the requirements of a modern city. His plan integrated the new city closely with Jaffa, not only joining them up but also aligning streets in, and views from, Tel Aviv towards Jaffa.

The brothers Matityahu and Yossef Eliyahu were originally from Corfu. They ran the largest postcard business in the Yishuv prior to the Second World War.