We Appreciate The Appreciation

06.25.10

On a weekly basis, I’m not sure how many times our shop (inside and out) gets immortalized by passersby, customers, foodies and photographers alike. Perhaps hundreds. Cell phones and SLRs come out. From the professional to the everyday social media star, we see it all. It’s great to see the documented images out there on the intertubes, though few and far between. But not all the good shots get uploaded. Often the photos must go into the various digital wastelands such as: trash, sort later, or upload all to various facets of online solutions. We never see what other people see: our shop from their new eyes.

This one particular photo captures the shop in a rare moment and time. The lights are on, but no one’s around. There are completely new items in the shop, just hours old, visible in this photo yet to be documented before now and are now so. The moment is still. But not for long. Baking must go on. Cupcakes to be iced. Coffee and Espresso to be served. A billion things need to happen before anything else.

The light outside is blue and cold, despite the 90 degree recorded heats of the day. The light inside is yellow and warm. And it was warm, near 90 degrees just the same inside as it was out. There are no people in the shot, no coffee, no cupcakes, nothing that we are known for and that people see us as. But a shot of the typography that the owners of the shop choose to illustrate to the people passing by is just as important as any detail to come or ever was.

That’s one of the great reasons this shot is so right. There are more. Many more. But for now, long live Trade Gothic 20 Condensed Bold.