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In early 2010 Inbal Or, the CEO of OR City Real Estate (now the Inbal Or Group), began marketing Arlosoroff Towers, on Menachem Begin Road in Tel Aviv, as the head of a buyers’ group. She soon joined forces with the Hagag Group Real Estate Entrepreneurship, headed by brothers Itzhak and Ido, and the project's name was changed to Hatzeirim (“young people’s”) Towers.