futuristic strokes punctuate baranowitz & goldberg’s high-end fishmonger shop in tel aviv

step inside the yama fishmonger shop in tel aviv

Baranowitz & Goldberg Architects unveils 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, Tthe new establishment, led by Israeli Chef Yuval Ben Neriah (Taizo, A), aims to to completely redefine its shopping experience, presenting a more high-end occurrence, similar to that of a boutique delicatessen. As such, the space has been designed more akin to a jewelry store, where treasures are plucked from the sea and presented to customers in an architecturally and sculpturally designed space. ‘Every element has been carefully crafted to create an exceptional shopping experience,’ writes the studio. 

Baranowitz & Goldberg recreates a boutique delicatessen 

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, facing the street. The products are meticulously packaged in branded, tastefully designed packaging, ready for purchase. At the heart of the store, Baranowitz & Goldberg (see more here) have placed a central island counter in Yama, 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,’ share the architects. 

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 offers a bold juxtaposition in terms of color. On the opposite wall, a set of steel shelves perfectly matching the refrigerator color showcases complementary delicatessen items. The background provides a solid and compelling presence, accentuating the island’s brightness and products. 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.

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project info:

name: Yama fishmonger shop 

location: Tel Aviv, Israel 

client: Yuval Ben Neriah

interior architecture: Baranowitz Goldberg Architects | @baranowitz.goldberg

lead architect: Mor Shomer

lighting: Orly Avron-Alkabes
photographer: Amit Geron | @amirgeron
total area: 40 sqm 
completion date: January 2023