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, artist, 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 redlight district for some time.