In 2004, fashion designer Idit Barak opened her tiny 34 square-meter store Delicatessen in her native Tel Aviv, Israel. Barak’s store fit right in with the designers, artists, boutiques and coffee shops that were slowly turning the Gan Hahasmal (=Electric Garden, named for Israel’s first power station opened in 1923) neighborhood funky after its unofficial role as Tel Aviv’s red-light district for some time.
Delicatessen drew design and fashion media attention not just for Barak’s cutting-edge fashions but also for the cool but bare-bones interior. With a measly $3,000 budget, New York-based architect, Z-Astudio created the interior and displays in the two-storey-high space using two main elements — cardboard tubes (from inside fabric bolts) and linoleum, draped like fabric around displays.
Now, five years later, Gan Hahasmal is one of the coolest destinations for Tel Aviv’s fashionable and funky, and Zucker has recreated Delicatessen’s interior magic, this time with a $10,000 budget. Starting from the same philosophy of “more design, less material” Zucker’s team continued the idea of “draping” but this time it took the form of robing the entire space in white, custom-perforated, back-lit pegboard. The white board provides a lacy background for the fashions, and the board’s functionality gives unlimited display flexibility. Yellow paint indicates glimpses of the space’s “undergarments,” and recycled and found furnishings and accessories complete the eclectic look.
The 34-year-old Barak spent nearly a decade in New York, studying at the Fashion Institute of Technology and later learning with illustrator Ruben Toledo and fashion designer Isabel Toledo, and with at Norma Kamali. Idit Barak’s Delicatessen line is sold in boutiques across Israel and in New York. - Tuija Seipell