Hat tip to Amie MacPhee for calling our attention to Coolhaus, a mobile purveyor of architecturally inspired ice cream sandwiches.
Coolhaus is the brainchild of food architects (“farchitects”) Natasha Case and Freya Estreller, who bought and renovated an old mail truck found on Craigslist. Decked out in chrome rims (or Rem’s, ha ha), a pink top, and a fold-down bar and table, the truck regularly appears at Los Angeles area events and festivals, drawing crowds by tweeting its locations to followers (a la the famous Kogi BBQ truck).
Their menu is an homage to modern architects, featuring selections like the Frank Behry, Mies Vanilla Rohe, Richard Meyer Lemon, and Oatmeal Cinnamoneo.
The marketing and merchandising are extremely clever, to be sure. But underneath it all, what appeals most to me is the simple pleasure of people flocking to the ice cream truck — a grownup reincarnation of one of childhood’s most enduring memories.
This is no accident; Coolhaus is a product with social engagement baked in. When describing the company’s core characteristics, the website declares Coolhaus to be “a thinker about reclaiming public and urban space for eating and gathering.”
And when the eating and gathering involves something as decadent as what you see here, we say all the better.
NB: There’s a great firsthand account of the Coolhaus dining experience here. And more photos here.