Storied fish, from sea to plate challenges the normal and often ridiculous supply chain that food products travel before arriving on a consumers plate. Designed as a speculative future fish shop the installation offers an alternative to this narrative with the assistance of a fish microchip.

The future fish shop scenario works as a tool to criticise the lack of information that we actually know about produce we eat. The existence of the shop is made possible thanks to a microchip that is planted in the fish once it’s caught onboard the floating factory ship. This chip then tracks the entire journey from sea to plate allowing for the first ever transparent shopping experience.

As a consumer have you ever been curious of the fisherman’s name who caught the fish that you will eat for dinner tonight? In our store we can tell you all the answers! Some of the elements of our shop include; a TV screen that shows a constantly updating menu with new inputs from the fish’s microchip data. In the fish crates are our fake real fish that we have on sale. In the trophy cabinet is our first ever microchipped mackerel! Then finally once our consumers have received their fish they will go home with the receipt of transparency, that dissects all of the information that has been recorded from the fish’s journey.

I hope we can welcome you to the future fish shop to purchase a storied fish soon!