The look: Like other Sprinkles locations from Los Angeles to New York City, the pop art design is a festive mix of bright colors and geometric shapes that evoke the fun image of the product. The L-shaped space allows entry from the sidewalk or inside the mall. A Hollywood-like walk of fame leads to the cupcake order counter. Around the corner, there's a circular ice cream counter and a spare seating area with hassocks shaped like cupcakes with trademark colored dots and jagged tables shaped like cupcake papers.
The scene: Foodies who long ago declared cupcakes passe might have been surprised, then made claustrophobic by the crowd that packed the place on a recent Friday afternoon. Ladies who lunch and shop, gaggles of giddy teenage girls, and the occasional sheepish-looking dude joined together in search of a high-end sugar rush.
The food: Nelson touts the premium ingredients, such as sweet cream butter, bittersweet Belgian chocolate, Madagascar Bourbon vanilla, and fresh fruits, that go into cupcake flavors ($3.75/each-$42/dozen) like red velvet, raspberry chocolate chip and salty caramel. Ice cream flavors ($3.75/scoop) range from Valrhona dark chocolate and Morello cherry vanilla to peanut butter cup and Cap'n Crunch. Ice cream treats include cupcake sundaes ($3.50-$9.75), shakes and floats ($8-$8.50), and cookie and cupcake ice cream sandwiches ($6.75-$8.75).
The drinks: Beverages available from the cupcake counter include soft drinks, still or sparkling water, organic milk, apple juice, coffee and tea ($2), plus Belgian drinking chocolate ($3.50). At the ice cream counter, you'll find cappuccino, latte and an espresso shot spiked with a small scoop of ice cream ($3.50).
The extras: The Sprinkles ATM functions like a cross between a cash machine and vintage automat window. Swipe your card, follow ordering instructions on the touch screen, and a door opens to reveal your cupcakes packed in brown boxes.