By Solomon Wiesen, TLV Beaches. Last reviewed October 2026.
La Mer: Tel Aviv’s Classy Beach Bar That Doesn’t Try Too Hard
If you’ve ever walked the Tel Aviv promenade around sunset and spotted an airy white building with soft house music, clinking glasses, and people somehow looking both relaxed and expensive… you’ve probably found La Mer.
At a glance
- What it is: a restaurant and bar on the sand
- Where: 91 Herbert Samuel Street, on the sand between Bograshov and Jerusalem beaches
- Food: Mediterranean, with fish and seafood; breakfast and coffee in the morning
- Kosher: no
- Prices: mid-to-high for Tel Aviv
- Before you go: hours and menus change, so check that it is open and book ahead for sunset
Tucked right into the sand of Bograshov Beach, at 91 Herbert Samuel Street on the central promenade, La Mer is a restaurant-bar hybrid that hits a rare sweet spot: it’s upscale without being stiff, casual without being careless. Come in sandals or linen button-downs; either way, you’ll blend in.
So, What Is La Mer? Restaurant or Cafe or Bar?
La Mer is part beach bar, part brasserie, part Tel Aviv daydream. Open from morning till late at night, it shifts from coastal café to sunset cocktail lounge to low-key party spot. It’s not the place for bottle service or thumping bass; this is more “rosé at golden hour” than “shots at midnight.”
The design is clean and Mediterranean: whitewashed wood, sea-blue accents, wicker lampshades, and giant umbrellas. You’re literally sitting on the beach. No glass wall. No stairs. Sand at your feet, breeze in your hair, view for days.
What to Expect at La Mer
Vibe: Beachy chic. Chill but not sloppy. Think DJs with good taste and tables full of mezze.
Crowd: Mixed: European tourists, stylish Tel Avivians, couples on dates, groups starting their night early.
Menu: Mediterranean fusion with seafood leanings. Prices are mid-to-high for Tel Aviv; check the current menu before you go. It is not kosher.
Music: Live DJs in the evening, usually deep house or downtempo. Never obnoxious.
What to Order
The menu changes with the season, so we are not going to list dishes that may be gone by the time you read this. Expect Mediterranean cooking with fish and seafood, salads and mezze, plus cocktails and wine.
They also serve great coffee and breakfast, so don’t rule out a morning visit.
Best Time to Go
Late afternoon into sunset (4:30 to 7:30pm) is peak magic hour. The light, the breeze, the mellow beats: it all clicks.
Fridays get festive. Expect more buzz, early drinking, and harder-to-find tables.
Weekday lunches are surprisingly calm, ideal for meetings or solo laptop time with sea views.
Who It’s For
Friends meeting for cocktails before heading out
Couples wanting a no-effort romantic moment
Travelers needing a “we’re really in Tel Aviv” experience
Locals escaping their apartment with a laptop and a spritz
Pro Tips
Reservations are wise for sunset and weekends; walk-ins can get stuck at the bar or turned away entirely.
There’s no dress code, but beach casual with intention works best (yes to sandals, maybe skip the tank top).
Check the bathroom selfie mirror. Yes, even that is photogenic.
Sit closer to the sand if you want a more relaxed feel, or near the bar if you’re hoping to people-watch.
Sources: the Atarim company’s list of seafront businesses (Hebrew), which places La Mer at Bograshov Beach, and the restaurant’s listing on Rest (Hebrew). We could not confirm 2026 opening hours. Checked October 2026.
Solomon (Shlomo) Wiesen is the author and photographer behind TLV Beaches. Originally from New York, he moved to Israel in 2011 and lives in Tel Aviv, a short walk from Frishman and Bograshov beaches. Every guide on the site is written from the beach, with more than 200 of his own photos of the Tel Aviv coast. He works in marketing, SEO and startups.
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