Boston area entrepreneur Johnny Earle started his label Johnny Cupcakes as a total joke. These days he’s laughing as he crisscrosses the globe promoting his products and brand. Johnny Cupcakes stores are designed as a kind of trickery with classic bakery motifs, but no buns are in the ovens here — it’s silk-screened shirts and hats that are for sale (a similar concept to the Happy Pills candy store we wrote about back in 2007) .
T-shirts and other trinkets are displayed inside glass pastry cases. As you can imagine, between the name and decor, potential customers walk in expecting tasty treats, not trendy tees, and sometimes they’re pretty annoyed. Nevertheless, the company goes above and beyond to promote the misconception. In the store on Melrose in LA, the team has recently collaborated with the Late Carlson & Co. to go beyond anything they’ve constructed. Have a look at their Jordan Almond-colored retro oven installation.
Melanie on 01.16.2012 at 13:54 PM
I remember when this place was going up on Melrose. I was like, “Awesome! A new cupcake shop right by my apartment!” Then I found out you couldn’t eat their merchandise. It was a sad day. :)
Johnny Cupcakes on 01.16.2012 at 20:56 PM
If you get a chance to visit, please do so as the photos do no justice. The great wall of ovens open at random times, shooting out steam. The giant 12-foot tall oven in the back of the store, acts as a secret entrance to the stock room. There’s a handful of other bells and whistles that are sure to fill you with wonderment.
ministermarsalis on 01.22.2012 at 03:26 AM
very cool, cute, but are the clothes any good?
jess on 01.30.2012 at 11:55 AM
I have been an avid JC fan for a few years now and went to his lecture series here at UNLV and he’s seriously the most brilliant marketing genius. He didn’t even go to school for it! and @ministermarsalis his clothes are awesome, each piece is a limited edition because once they run out, they don’t ever re-stock. Each t-shirt has a hidden quote or message inside of it.