The Salmon Shop
From the Salamanca Docks of Tasmania, to the shopfronts of Kew, Melbourne, Mim Design has seamlessly translated Tassal Salmon’s shorefront salmon operations into an experiential environment for the customer
Salmon farming may not sound glamorous, but Mim Design has really teased out the more educational and entertaining elements of the trade, creating a Melbourne ‘home’ for Tassal which delivers experience, product and brand knowledge within a boutique deli context.
“The home for Tassal had to embody the natural feel and environment of the product itself – blue signature tiles adorn the walls and counter – as well as the natural texture of the salmon,” says Principal and Director, Miriam Fanning.
The deli, which encompasses a retail section, restaurant, cooking demonstration kitchen and interactive displays, exudes a light, natural and almost ‘homey’ feel – something which one would not normally associated with a fish that’s often eaten raw.
“It was important the interior felt comfortable and natural, which relates to the process of the product,” says Miriam.
“Timber was used consistently throughout to achieve the local warm feel. And joinery units within the space house the best Tasmanian product there is to offer, which also correlates with Tassal Salmon and its Tasmanian origin,” she says.
In order to communicate the brand and product to Tassal customers, Mim Design needed to embrace the every part of the salmon business and process.
“It was important to understand all facets in order to create a space that embodied the brand, its process, how you cook it, through to how it’s eaten.
“We learnt some great salmon recipes!!”
Photography generously supplied by Shannon McGrath