WHAT WHEN AND WHERE?
Modern Fish Shop, 2015, Amsterdam
WHAT DID WE DO?
Concept, name, house style, interior, furniture, branding.
Fish has always been an important part of Dutch culture, especially for the city of Amsterdam. Fish shops are typical Dutch lunch rooms, where people buy their fresh or cured fish, or have a quick bite on the spot. Unfortunately the majority of fish shops have turned their back on the craft of the fish monger, and reheat already fried fish, and mainly sell sandwiches with fish spreads. Tijger & de Vis returns to the old values, but with an modern touch. All Dutch fish classics are available and cooked like they should be, fresh ingredients, and everything homemade, but at the same time you can choose from a selection of modern fish favourites, like lobster rolls and Thai fish cakes.
The name "Tijger & de Vis" is a reflection of this attitude; tiger stands for the fresh approach to fish, and is a reference to the modern additions to the menu. But it also is a wink to the heritage of the chef/owner, Erik Huibers, who is responsible for the culinary concept, and is half Dutch, half Thai. The interior follows the same philosophy of combining the traditional craft with a modern touch. Traditional materials and references are found throughout, but with playful and fresh details. All the furniture is designed by us, and even the refrigerated display was custom built in Spain. Stand-out piece is the wall menu board, with hand written letters, especially designed so it can adapt to the daily changes in the menu.