Design Solution: The design challenge was two-fold: to communicate the product delivery process and to create an efficient, logical flow for customers through the store. The process was referred to as the "fishes journey" - from the cold waters of the sea, to the catch, immediate processing on the vessel, delivery to the processing facility, ending at the retail store ready for on demand preparation. This journey was represented by sequential elements within the store, which were situated to create a logical flow. The store entry was an open steel gangplank suspended over a dark waterway. The first image was the steel bow of a large vessel coming out of an abstracted mural of the sea. Farther into the store was a delivery truck emerging from the back wall, refrigerated and lit with prepared dishes (quick take out items). At the end of the store was the sales counter, which borrowed the aesthetic of a market, with awning above and market-style lights. Stainless steel finishes and deep blue hues were used predominately, in order to set off the product as most important visual component in the space.