As many of you already know, Gino, the beloved 65-year-old Italian restaurant on the Upper East Side, has closed and will be replaced by the first New York outpost of "Sprinkles," a cupcake chain store based in Beverly Hills, known as a favorite to celebs like Oprah, Katie Holmes, and Paris Hilton.
In a city altered by cupcake mania, where it's now cupcake lovers vs. a rising tide of angry cupmudgeons, for Gino to turn into a cupcake shop, any cupcake shop, really hurts.
image: Jessie Oleson, cakespy
Recently, an anonymous commenter here called our attention to the widely documented litigiousness of Sprinkles.
In one of their early gestures, they went after Sprinkled Pink Cupcake Couture in Montecito, demanding that they change their name. Said the owner of Sprinkled Pink to the LA Times, "There's room for other cupcake shops. They shouldn't be bullying around or picking on little people like us... I really honestly don't think they invented the cupcake."
Reported the LA Times, Sprinkles' lawyers sent out about a dozen similar demands in letters to other cupcake bakeries across the LA area. They challenged another cupcake bakery for putting dots on their cupcakes, and even a frozen yogurt business in Philadelphia.
Sprinkles' very popular cupcake war then inspired someone to create a nefarious website that drew the cupcake curious into its lair and infected them with a virus.
One of the Gossip Girls helped bring Sprinkles to New York. Which rounds out the whole Sex & the Cupcake picture--SATC spawned the cupcake craze and spawned Gossip Girl, both of which helped turn swaths of Manhattan into Beverly Hills East, and the Californication of New York City continues.
Anyway, I can't help but think: For this, we lose the great Gino, who fed Frank Sinatra, Ed Sullivan, Gay Talese. Who wouldn't change a thing--not a pipe, not a dish--because the place was a landmark for 65 years. For cupcakes, we lose a landmark?