Last night, Johnny Cupcakes London hosted the third of this year’s ‘Something In The Cupcake Mix’ releases, following two earlier launch events at the brand’s Los Angeles and Boston flagship stores. The event saw the release of three, limited edition, Halloween themed T-shirt designs, each based around classic horror movies.
I was posted up outside the store from around 7pm, where I was met by a crowd of customers, many of which had been lining the site of the street for most of the day. After a short wait, and a chance to chat to some of the eager fans kitted out in Halloween get-up more than a week in advance of the date (costumes included a Spider-man chef, giant Whoopie Cushion, the Honey Monster, and the Stay Puft Marshmallow Man), the brown paper covering the window was peeled back, and Johnny ventured outside to say hello, sign shirts, and take pictures with his biggest British customers.
Inside, the store was decked out in haunted house style decorations, and every member of staff in their own costume, while, in-keeping with the movie theme, horror movies were projected onto a screen and customers were handed popcorn and Halloween cupcakes, to a soundtrack of Horror-punk classics.
In a chance to the usual cupcake mix box-style packaging, this year’s T-shirts came packaged inside VHS tape cases, printed with the artwork and hand numbered out of 200. Of the three, movie-poster designs, the ‘Rise of the Two-Headed Zombie Chefs’ design was my personal favourite, closely followed by the Misfits referencing ‘Death for Dessert’. It all came to an end around 10pm – a great release event all round, and definitely a little different from the norm. SITCM Series 7 will launch next October, but for now, head to Johnny Cupcakes for more. Until next year…
Photography: The Daily Street