Are “stuck” plots a problem, or could they be the next big opportunity in the housing market? The groundbreaking move that turned a private brownfield in Kfar Saba into an innovative student housing complex could happen in other cities as well.
In the Israeli real estate market, there are quite a few areas that many prefer to ignore, as if they do not exist on the map at all. These are called “private brownfields,” a prime example: land designated for public use, but for years considered “dead space” – almost impossible to develop for housing, commercial use, or even a park. In my view, it is precisely in the places where others give up from the start that real opportunities begin.
At the same time, Israel’s student housing shortage has only worsened. Rent prices have skyrocketed, dormitory availability remains limited, and thousands of young people have had to compromise on quality of life, location, and basic living conditions.
The connection between these two worlds gave rise to a solution in Kfar Saba.
This is how JOY LIVING Kfar Saba by the Bardugo Group was born – Israel’s first project of its kind, converting a private brownfield, previously considered unfeasible, into a dedicated student housing complex. The project spans approximately 6 dunams (about 1.5 acres) and features five nine-story buildings, with around 370 small, furnished units, alongside shared spaces, ancillary facilities, and infrastructure tailored to students’ lifestyles.
But beyond the numbers, this represents a planning precedent. It is proof that land once perceived as a problem can become an urban resource – one that serves the local authority, the young population, and the city as a whole. Its location, near Kfar Saba’s city center and regional transportation routes, does not create an isolated “bubble,” but integrates into the existing urban fabric.
Not Just an Apartment – a Community
“One of the key lessons of recent years is that young people, especially students, are not just looking for four walls. They are looking for an experience. A community. An environment that supports studying, working, and life itself,” explains Lior Bardugo, CEO of the Bardugo Group.
The concept behind JOY LIVING views housing as a complete space: shared study areas, work zones, sports facilities, and daily services on the ground floor. The goal is to reduce reliance on commuting, strengthen community life, and offer a housing model suited to a world where the boundaries between studies, work, and personal life are increasingly blurred.
From a broader perspective, such projects can also influence the general rental market. If students choose dedicated complexes, pressure on regular apartments in city centers could decrease.