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sprinkles folio 2015 © a l m project inc sprinkles folio 2015 © a l m project inc a l m project’s design for the first Sprinkles bakery, in Beverly Hills in 2005, was driven by the desire to express the joyful spirit and quality of its singular product, the cupcake. Designing a store for a single product that also happens to be rather small, was both challenge and liberation. Because the central narrative of the space was the notion that cupcakes evoke nostalgia and childhood memories, it was key to put the cupcake on stage, and then to create a whole world around it. sprinkles folio 2015 © a l m project inc We started with the design of the display: the signature cupcake array in which each cupcake is precisely placed in a grid— creates an organized appearance, and by preventing the cupcakes from touching each other, keeps the frosting perfect every time. Glimpsed through the clear wrapper peephole in the front door, the cupcake array it is at the heart of the store and the first thing the customer sees. From there the space unfolds: fun, approachable, yet sophisticated. Intimate in scale, it is made to recall European bakeries, awash in natural light and flooded with the scent of baked goods. sprinkles folio 2015 © a l m project inc Shortly after the opening of the world’s first 1 2 3 cupcake-only bakery, our role expanded from then on functioning as architect, creative director and design agency for all aspects of the Sprinkles universe. And soon Sprinkles grew: from store to website to app, from Cupcake Mobile to Ice Cream Cart to the first 24- hour Cupcake ATM, we designed every element to be delightful and resonant for customers young and old alike. The Sprinkles identity system, with the trademarked “modern dot” as its foundation, evolved with the brand while staying true to a coherent vision. 4 9 Organically but deliberately, the Sprinkles packaging line grew as well. When Williams Sonoma approached Sprinkles to create cupcake mixes for sale in their stores nationwide, we designed color-coded cylindrical packaging; the mixes were an instant best seller, and a staple in the Williams Sonoma pantry for years to come. We built a line of boxes to house and carry cupcakes: sweet favor boxes for a single cupcake, sampler boxes 5 6 10 for a variety, and message boxes sealed with Sprinkles stickers. A gift box of a dozen cupcakes fits the reusable 1 lemon, dark chocolate, spice and tray by modern design icon Heller. And parties get a chocolate peppermint mixes makeover with the three-tiered cupcake tower. 2 message box 3 favor box 4 mixes, holiday gifttray, tshirt, favor boxes, giftcard In store or through the Sprinkles website, Sprinkles was 5 mini cupcakes at the forefront of cupcake customization, encouraging 6 cupcake trays fans to “Say it with Sprinkles!” by choosing their own 7 sprinkles pouf 8 sprinkles app flavors and decorations, and using a whimsical alphabet 9 cupcake tower with ribbon kit for personalized messages. The Sprinkles app, launched 10 “say it with sprinkles” giftbox with tray and sticker in 2011, also lets enthusiasts send each other digital 7 8 11 message box stickers 11 cupcakes—one is never enough! sprinkles folio 2015 © a l m project inc 1 2 6 When Sprinkles decided to embrace ice cream, they wanted a unique identity that would capture the spirit of this beloved and old-fashioned American treat. We designed the store environment to celebrate ice cream’s heritage and iconography while being a recognizable member of the Sprinkles family. Defined by the fluid shapes and smooth surface of the centerpiece counter and the walls made of white Corian, the store interior is reminiscent of the creamy desserts on hand. Recessed in the rotunda is Thomas Jefferson’s hand-written recipe, a nod to ice cream’s early American roots. 3 1 beverly hills interior 2 beverly hills exterior 3 interior-exterior bench 4 cabinetry detail 5 staff uniform 6 beverly hills exterior 7 ice cream script sign 8 ice cream display 4 5 7 8 sprinkles folio 2015 © a l m project inc 1 2 5 3 6 7 Finally, with the addition of cookies to cupcakes and ice cream, Sprinkles was more than the sum of its parts; it grew into the premier all-American dessert brand. Moving away from stand alone bakeries and ice cream parlors, the goal was to bring all three desserts under one roof. So we developed a common graphic identity and a shared environment—capturing the essence of each dessert within a unified aesthetic. 1 sprinkles sundae 2 new york city exterior 3 cookie display With cupcake mixes and frozen cookie dough to bake 4 altanta interior yourself, and ice cream pints to ship and stash in the 5 las vegas high roller freezer, Sprinkles is dessert, both in store and at home— 6 cookie cube 7 cookie dough and ice cream always convenient and decadently good every time. A packaging and staff uniform new red velvet chocolate line promises a new horizon for 4 8 ice cream and cupcake display 8 the brand and its connoisseurs. Let’s celebrate 10 years and 25 million red velvets! Our now ten-year engagement with Sprinkles has seen, from the initial Beverly Hills store, 22 more locations worldwide and an expansion from the original cupcake- only bakery to a dessert brand combining cupcakes, cookies and ice cream in one sprinkles folio 2015 © a l m project inc place. The all-in-one concept was first launched in Las Vegas: as part of the LINQ development, the city’s new entertainment district, this flagship store also included the ATM. Atlanta soon followed. At the other end of the spectrum, a compact “heirloom” store—with a streamlined menu and kiosk footprint—debuted at the Americana at Brand, 1 2 3 and at Westlake Village. The intent was selective from the start: never to open stores opportunistically, but to focus on top locations in top markets—first, establishing a boutique presence, then reaching a broader audience with scalable models capable of serving the same high quality desserts in every neighborhood. Meanwhile, Sprinkles partnered with Al Shaya to bring cupcakes to the Middle East, which in turn brought the design challenge of adapting the brand to a new culture and different climate. With several stores anticipated to open across the region, the first 4 5 Sprinkles launched in Kuwait in 2013. 6 7 1 chicago interior 2 las vegas 3 atlanta 4 kuwait 5 kuwait detail 6 dallas 7 downtown los angeles 8 chicago 9 washington DC 8 9 10 new york city 10 sprinkles folio 2015 © a l m project inc 1 2 3 For Sprinkles on demand, we invented the cupcake ATM— a 24-hour dessert machine that satisfies every sweet tooth, any time! Located outside the shop, the ATM is accessible around the clock. Fans scroll through cupcake images on screen to make a selection, then watch the robotic arm fetch their cupcake, in a favor box, and deliver it to the window for retrieval. At its New York City debut, the ATM made David Letterman’s 6 Top Ten list, and customers clamor for it to come to their hometown. Sprinkles also takes to the open road, wheeling the bakery experience directly to your doorstep. The chocolate brown Sprinkles Mobile folds down to reveal a world of sweets on the go, arranged in the signature cupcake array. The Ice Cream Cart, with its red umbrella and red velvet hubcaps, delivers Sprinkles with a vintage vibe, recalling endless 4 summers and a breezy day at the beach. 1 beverly hills ATM 2 beverly hills ATM 3 ATM interior 4 ice cream cart 5 sprinkles mobile 6 dallas ATM 7 candace nelson in sprinkles mobile 8 new york city ATM 5 7 8 sprinkles folio 2015 © a l m project inc 1 3 4 Since its inception, Sprinkles inspired long lines and won the devotion of Hollywood stars. Katie Holmes, Ryan Seacrest, and Barbra Streisand are Sprinkles fans; Oprah Winfrey featured Sprinkles in her influential O List four times over, as well as on her TV show. We designed a 1 beverly hills ice cream 2 las vegas brand presence that allows Sprinkles to build partnerships 3 chicago and marshal the celebrity of fans in support of local comm- 4 new york city ATM 2 unities, charitable initiatives, and environmental causes. “These cupcakes are so good.” – Dr. Phil “Red velvet! That’s my favorite! I’m so happy!” – Teri Hatcher “I love Sprinkles cupcakes. I’m addicted to them.” – Tyra Banks sprinkles folio 2015 © a l m project inc Over the years, Sprinkles’ award winning design has been recognized by national and international media. “The world’s first cupcake bakery.” – Food Network “The progenitor of the haute cupcake craze.” – Los Angeles Times “Most cupcake bakeries take their inspiration from Sprinkles.” – The Washington Post HOW: International Design Award merit winner, packaging. 2013. AIA Los Angeles: Interior Architecture citation award, Sprinkles Ice Cream Beverly Hills. 2012. Interior Design: Best of Year Award honoree, Sprinkles Ice Cream Beverly Hills. 2012. AIA Chicago: Interior Architecture merit award, Sprinkles Cupcakes Chicago. 2011. AIA Los Angeles: Jury Prize and People’s Choice Award, Sprinkles Cupcakes Beverly Hills, 2006. sprinkles folio 2015 © a l m project inc.

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