“Peak inside the stores, rental properties or even the homes of locals and you’re sure to find some photo or painting of the beach, the architecture or some cliche “Florida-esque” image. The people and visitors of 30A get inundated with the austere beauty of the area. And rightly so, this place is amazing.” So what will you find on the walls of Wine World at WaterColor?  “I like to call it our ‘Artisan Cheese Master’s Series,’” says Cross. He’s taken great works of art, architecture and pop culture and added a fundamental element from the new store, cheese. You’ve got classic modernist like Picasso and Monet to contemporary graffiti artist Banksy, deconstructed and reassembled with elements of cheese. Nothing is sacred.

“It’s fun to watch customer’s come in for the first time and see their reaction,” says general manager Tim Kinderman. “They look at one of these images and think, ‘I know that painting, but something’s not right.’ It makes you think.”

So what’s next for the walls of Wine World? You’ll have to come in, get a glass of wine and sample some cheese to find out.