Go here to buy equipment 👍 Avoid the repair service if you could 👎 The store is great. I'm the kind of person that'd research a product for days before a purchasing decision. Highly recommend searching on their website for selection and availability, then pickup at the store. The store is just one room, not exactly a "center" so you won't get to try out "sales models". They have a bit of everything, from DSLR equipment to action cameras to accessories, lighting, rails and rigs. The price is quite fair, not terribly more expensive than the US. The staff in the store are really helpful, I can tell they really care about photography, are knowledgeable, and give genuine recommendations (photographer to fellow photographer, no sales tricks) Would be happy to visit them again. The repair service however, is terrible at communication! I have a Canon 50D which I don't know why it wouldn't turn on anymore. Sent it in to the lab for inspection (₪80 paid for diagnosis). After 5 days, the lab called and told me the camera works fine, they just need to replace the control dial, and do a sensor cleaning for ₪650. I happily agreed to proceed. 2 weeks later, they called again, saying they can't actually find the parts to replace the dial, and the camera does not turn on, and they don't know why. I understand the camera is really old. I just hope they informed me that the camera is unlikely to be fixable, instead of telling me that it worked fine, so I could buy a new camera from the store, or use the two weeks to order one that would arrive on-time for my trip to Antarctica. Now I ended up having wasted time and money, only to be told they don't know anything, and nothing can be fixed. I wish I could rate the store and the repair service separately. The store would have been 5 stars. And the repair service 1 star.

Coming here was a complete waste of time. Since you can't test the cameras or lenses before buying, the store doesn't really have an advantage over shopping online, except if you need something today. The store isn't centrally located meaning it's also annoying to get to. It's probably all right if you're looking for accessories.

Wonderful and knowledgeable service. Felt that I was in safe hands. There's a line, they serve you on your turn, rest wait outside the shop. That's great, less stressful. Will definitely come again.

One of the best if not THE best photography store in Israel. The crew is always helpful and they can always consult on photography issues. The photo equipment choise is varied and if they don't have it in stock or usually don't even sell it, they will do a special order just for you.

These guys are the original camera store in Israel. They’re knowledgeable and have the most competitive prices. They are a bit difficult to find but there’s parking and worth the journey!

Really helpful. professional gear. Knowledgeable staff

Professional and courteous people. Great selection of equipment from basic to top of the line. Reasonable prices. They also do repairs. Easy location to get to in Te Aviv with free parking!!!

Best service. Good prices. Good advice from professional staff. I was actually convinced to buy a cheaper speed light than I wanted - where in Israel do you ever see that? Plus - they have FREE lectures there almost every week.

The kindness of the sellers with pleasure and informative attitude, love to explain, relaxed environment culture. Have been there twice before i purchased the camera and each time they tried to understand what is better for me without any rush or interse to sell. Aviv you are great, keep going with this attitude

Very impressed. I bought an expensive camera from them, with their own one year warranty. There was a problem and without argument they replaced it with a new one on the spot. I also see that they deal with customers thoroughly and patiently, and are very informative. And for me, with bad Hebrew, they did all this in English.

Perfect service and highest quality products!! Absolutely recommended!

Wonderful service, great prices and surprising amount of available stock! Highly recommended

Pro: They've got a lot of the stuff you may need. Cons: Very unprofessional service. I've been sold an empty box a few weeks ago. I gave them a camera to fix and it took them 2 weeks to update me that they did not want to try and fix it because the body had been open by me (which I told them on the very first day).

I've been a customer with them for a few years... for good reason. Their service is amazing, will deal with any problems you may have and really are always helpful! They have made a customer for life. !

Bought a photographer backpack. Great service, really good price!

Great service, large variety of products. Prices are sometimes higher than average (SD memory cards cost double then in KSP or Ivory, for example). All in all, highly recommended

The shop is at 1st floor nearby Subar car dealer. It is a great place to shop for camera. But here for light camera like Go pro camera are not available. Only mobile and accessories and big camera are sell here.

Good shopping experience, decent prices, stocked items. Highly recommend.

They couldn't handle a simple company invoice properly. Issued an invoice with a typo, and responded that WE need to waste our time and come personally so they would be able to correct THEIR mistake. Pretty damn ridiculous.