This Restaurant/Deli was the brain child of Gary Alred, the C.E.O. of K&W Cafeterias. Aware of businesses such as Dean and Deluca’s, he wanted to try something similar on the Grand Strand:an upscale deli and catering business, offering high quality foods, prepared or off the shelf. To draw in both the curious, as well as the targeted public, the architecture of the new enterprise had to be unique. A rotunda sits on the main corner, and serves as an entry to the venue. This space is enhanced with special lighting, signage and graphics calling out the available products within. Up above, and on each side of this circular tower, is the main building signage, introducing the Southern Market and its logo. The channel letters are mounted on a wire mesh illuminated by inlaid neon and market style goose neck lamps. The cornice and paneled fascia below are accented by colorful awnings, enhancing building exterior. An outdoor dining patio, defined by a low masonry wall and shaded by large market umbrellas, anchors the building corner opposite the entry. Exterior building materials include stucco, aluminum, wood and glass arranged in a context of details and colors meant to create visual excitement. Indoors, prepared food stations line the walls as one enters and moves to the left. A desert area, sandwich shop, deli counter, and open grill line all entice as customers walk by. Casework was custom designed to fit around standard refrigeration display cases. The walls of the dining area are made up of sections of wood veneers that were designed to highlight works placed for sale by local artists. Two large barrel vaults that cross each other accentuate the rectangular shape of the main display area’s ceiling. The vaults are laced with specialty lighting and decorative chandeliers. The oversized columns supporting the ceiling serve to divide the floor displays below. Meats displays from which guests can select their favorite cut, have it cooked to order as they watch, are located at ceiling center. Eventually, customers pass by a check-out / beverage counter, featuring all types of coffees, teas and sodas, along with a selection of fine wines. Guests may have their purchase wrapped to take home, or enjoy the prepared food in the dining area. The whole facility is meant to be a delight to the senses of sight, smell and taste.   Construction: Steel columns with open web steel joist roof framing, columns on spread footings surround by structural concrete slab-on-grade. Exterior walls steel studs with masonry veneer water table, e.i.f.s. at upper walls. Interior walls steel stud w/ gypsum board holding various finishes.