On July 22, some 300 guests got a sneak peek at Sprinkles Cupcakes, a Gold-Coast bakery that opened to the public a few days later. "Our goal was to bring media, tastemakers, and those types of people into the space to let them ask questions and sample flavors," said co-founder Charles Nelson.
Because the diminutive storefront space only holds 10 people, planners expanded the shop's footprint so that hundreds of guests could comfortably pass through during the opening party. Construction barricades around the shop stayed put for the evening, allowing for an enclosed sidewalk space. The alfresco area held high-top tables and a DJ station, and servers circulated with flutes of Veuve Clicquot and trays of Sprinkles' goods. "We had a permit for that sidewalk until August 1, so we thought, 'Why not go ahead and use it?,'" Nelson said. "Keeping the barricades up gave the party a behind-the-scenes feel."
Inside, guests got a literal behind-the-scenes peek at the bakery. Staffers led tours through the roomy kitchen, pointing out giant mixers, boxes of colorful sprinkles, and tubs of sugar and flour. A champagne bar stood at the back of the space. "That was the only time that people will be allowed to walk around our kitchen," Nelson said. "We thought it would be fun to let guests see where we do everything."
If the kitchen tours aroused any baking ambition, guests left prepared. Gift boxes contained recipe cards and the same vanilla and chocolate chips that go into Sprinkles frosting.
