Case Study: Branding the World’s Largest Floating Art Installation – Salmon Eye

Overview
KIND took on the remarkable task of branding Salmon Eye, an architectural and visionary statement at the heart of Norway’s Hardangerfjord. As the world’s largest floating art installation, this fish-eye-shaped structure is more than a marvel of design; it’s a powerful symbol of aquaculture’s potential and complexity. KIND created a brand identity that captures the stunning architecture and innovative spirit of Salmon Eye while embodying its mission to redefine the future of sustainable seafood production.

The Experience
Salmon Eye invites visitors to dive into the depths of aquaculture through an immersive experience. The journey begins at Rosendal pier, where guests board eco-friendly electric boats, Malm and Melder, for a scenic and sustainable ride to the installation. Upon arrival, guests embark on a two-hour guided tour, designed to educate, inspire, and provoke thought. Through its interactive exhibits, Salmon Eye encourages visitors to explore the complexities and possibilities of the industry that feeds millions, sparking a new understanding of aquaculture’s role in today’s world.

A Vision Below the Surface
The brand identity, rooted in the architectural form of a salmon’s eye, is dynamic and evolving, reflecting the innovation and progress at the heart of Salmon Eye’s mission. The slogan “A Vision Below the Surface” speaks to the center’s commitment to shaping the future of seafood production. Salmon Eye is an educational and contemplative experience, inviting visitors to examine the industry’s environmental impact and future direction.

At the center of its educational approach is an advisory panel comprising research, environmental protection, and industry experts. This collaboration ensures that Salmon Eye presents a balanced perspective, addressing sustainable aquaculture’s opportunities and challenges. By introducing a transparent view of the industry, Salmon Eye empowers visitors to see sustainable ocean resource management possibilities.

Culinary Journey at Iris
Within Salmon Eye, the Iris restaurant enhances the experience with its unique culinary concept, Expedition Dining. This 18-course tasting menu parallels the educational themes of Salmon Eye, where each dish tells a story and each flavor explores new depths, creating an unforgettable gastronomic expedition.

A Lasting Impact
In this floating art installation, where light, sound, film, and storytelling converge, Salmon Eye offers a visionary glimpse beneath the surface—toward a future of sustainable seafood production and responsible ocean stewardship. KIND’s branding of Salmon Eye embodies innovation and forward-thinking, creating an impactful legacy that will resonate with every visitor. Experience, inviting visitors to dive deep into aquaculture. The journey begins at the pier in Rosendal, where guests board one of the fully electric boats, Malm or Melder, setting the tone for an eco-conscious adventure. Upon arrival at Salmon Eye, a two-hour guided tour unfolds, providing an immersive exploration of the industry that feeds millions. The experience is designed to be educational and thought-provoking, encouraging visitors to see the aquaculture industry from new perspectives and reflect on its role in today’s world.

A Vision Below the Surface
Salmon Eye’s branding is deeply rooted in the very essence of its mission. The identity, inspired by the architectural form of a salmon’s eye, is dynamic and ever-moving, reflecting the center’s commitment to innovation and progress. The slogan, “A Vision Below the Surface,” encapsulates the centre’s mission to shape the future of seafood production. Like the industry it represents, Salmon Eye challenges, informs, and inspires.

At the core of Salmon Eye’s educational offering is an advisory panel of experts from research, management, industry, and environmental protection. This collaboration has ensured that the content is informative and balanced, shedding light on the opportunities and challenges within the aquaculture industry. Salmon Eye does not shy away from the industry’s complexities; instead, it confronts them head-on, offering insights into how we can sustainably harvest the ocean’s resources to feed the world.

Salmon Eye is also home to Iris, a restaurant that promises a culinary journey; with its 18-course tasting menu, known as “Expedition Dining,” Iris offers a dining experience that parallels the educational journey of Salmon Eye itself. Every dish tells a story, and every flavor is an exploration, an expedition of taste.

In this floating art installation, where light, sound, film, and storytelling converge, Salmon Eye offers a vision of what lies beneath the surface—a future of sustainable seafood production, innovation, and responsible stewardship of our oceans. This brand embodies forward thinking and will undoubtedly leave a lasting impact on all who visit.