(Interview (in 2003) with Albert Suissa, a writer who started and runs Sigmund along with his mother Fiby)

About the name SIGMUND:

It is a combination of "The Zigmonim" and Sigmund Freud. Back in the 70's, teenage culture in Israel revolved around kiosks where kids would gather and sit on the "barzelim" - the metal barriers on the side walk. This building which is now Sigmund's used to be a kiosk run by a Yemenite fellow, which sold candy, cigarettes and newspapers. I don't know the original name of the place. In the 70's there were two groups of Askenazi kids who came here. There was the cool set, children of the elite, and another group that were the good kids who went to the Tzofim (Scouts) youth group right on the other side of the street. The cool kids sat close to the kiosk. The Scouts sat further away, and would only approach in order to buy something. The cool kids made fun of the Yemenite store owner, calling him "Ziggy" and making mischief. He called them back "Zigmonim". They liked the name. It stuck and became the name of their group. Soon the kiosk was called "Makom Mifgash Zigmonim V'Hatzofim" - the Meeting Place of the Zigmonim and the Scouts. At first the Zigmonim had bicycles. Later they got into cool Vespas with stickers of girls and America. My family inherited this place. When I decided to turn it into a café, people were concerned about its history being erased. I chose a name that preserves the connection the Zigmonim. I looked for one name, fitting to our times, to call this place. I feel connected to this great 20th century thinker. The logo has Freud with an outstretched hand. This place has the flavor of a Vienna café. There is a powerful connection between revolutions of European cultures, the creative world of writers and artists and the world of cafes.

 

About the clientele:

There is a complex and unique mix of people. There are the elite such as intellectuals, doctors and lawyers from the Supreme court; there are religious people who don't wear kippas; there are well-known members of the alternative art scene, philosophers, and a lot of musicians.

 

About the vision for SIGMUND'S:

It is a café and also a bistro serving delicious home-made food - but fast. It sits right on a busy intersection like a train station. I was inspired by places I saw when I lived in Paris and also places in London. It is a place for those who are looking for a cozy place, people are not into trends, a place where they can be themselves without facades. The vision is to create a hybrid of restaurant and café, a place that weaves together the lives and memories of people in this neighborhood.

 

Customer's favorite foods:

The custom-made fruit milkshakes in the summer. In winter it is the soups and couscous, especially the Morrocan harira soup (beans with vegetables) and the "orange" soup (squash, sweet potato, carrot).

 

Owner's current favorite food:

The roasted eggplant and peppers quiche.

 

History of the building:

It dates back to when the Rehavia neighborhood was built before the founding of the State of Israel over 50 years ago. This area was designed by German Jews - functional and absolutely minimalist in the spirit of Bahaus with sensitivity to the environment and ecology. This building with its simple round shape on top of a square, opening to three side was the designated local kiosk.