Experiential Design for Danny’s Cream Pies
The first pop-up store in Los Angeles on Fairfax was developed because the flagship location in the small town of Englewood Florida was rapidly growing in popularity. It became less about the exclusive merchandise, and more about providing that tangibility 3,000 miles across the nation. The goal was to bring that tiny slice of the rural Florida experience, to the urban metropolis of Los Angeles.
Client Danny’s Cream Pies
Production Design, Graphic Design, Project Management Andrew Gary
Photography Nicola Vincenzo
Cinematography Alex Martinez
figure 1
figure 2
My initial design thoughts when starting this project was for it to feel as real as the budget would allow. An interesting aspect of the location was this strange gap above the entrance that felt hollow and off-putting (figure 1) as customers would leave. Using the shelf for storage, speakers, or signage would not only be random, but also an eyesore. Ultimately, I decided it made the most sense to cover it with a traditional awning (figure 2). It served a purpose, while also staying within the ice cream parlor theme. The awning was customized for this set project, and really tied the entire space together.
Full mock up - designed in Photoshop.
Incorporated key elements from the location in Florida, including ice cream truck checkout desk, pole sign, palm trees, and shipped in vehicles recognizable from online media. Additional elements were sourced, purchased and coordinated with vendors to fit within production timelines.
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