Yama Fishmongers by Baranowitz & Goldberg
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Israeli architecture studio Baranowitz & Goldberg recently unveiled its architecture and interior design work for concept Fishmonger store ‘Yama’ (derived from the Hebrew word ‘Yam’, which means ocean), located in the southern Tel Aviv neighborhood of Florentin.
The new establishment, conceptualized by the groundbreaking Israeli Chef Yuval Ben Neriah (Taizo, A), aims to be the first fishmonger to completely redefine its shopping experience, presenting a more high-end occurrence, similar to that of a boutique delicatessen.
As such, the space hasn’t been designed to resemble a typical fishmonger, and in its essence, it presents more like a jewelry store, where treasures plucked from the sea are presented to customers in an architecturally and sculpturally designed space. Every element has been carefully crafted to create an exceptional shopping experience.
Firstly, unlike others of its kind, the preparation process at Yama takes place behind the scenes, in the kitchen area discreetly located at the back of the store. Meanwhile, the display is presented for sale in the front area, facing the street. The products are meticulously packaged in branded, beautifully designed packaging, ready for purchase.
At the heart of the store, Baranowitz & Goldberg have placed a central island counter which acts as the focal point, promoting a circular flow around the store.
The island is sculpted as an abstraction of a fin in pristine white marble, gleaming like an iceberg. On its cool surface, pieces of fresh catch and ready-to-eat or cooked meals are elegantly arranged as though they are rare jewels in a display case. The horizontal and refined composition enhances the core of the store, captivating the eye and enticing the palate.
On the walls surrounding the centerpiece a bespoke clay-red drawer refrigerator, specially designed and crafted to enhance the overall experience has been fitted to house a variety of pre-packaged goods and offer a bold juxtaposition in terms of color. On the opposite wall, a set of steel shelves perfectly matching the refrigerators color showcases complementary delicatessen items. The background provides a solid and compelling presence, accentuating the island’s brightness and the treasures it holds within.
Above the entire space, a sculpted ceiling with rounded lines evokes thoughts of ships in the heart of the sea. Integrated into its lower part is soft, illuminating lighting that bathes the entire space in a gentle, ambient glow.
Photography by Amit Giron
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