It’s one of my favorite places in the Paris that you’ll often see on my Instagram: Sugar Daze, run by the incredible Cat Beurnier, an American expat hailing from NYC. She’s lived in Paris for the last ten years and has the most successful cupcake shop in the city. It’s no surprise that mega brand Kenzo has chosen to partner with her in their Pop-Up store, Kenzo Loves Printemps, open now through October 18 at Printemps Mode Haussmann, level -1 (64, Boulevard Haussmann, 75009). While you’re there, be sure to check out the Kenzo app exclusively created for the pop-up store that is available for download here.
The Sugar Daze SoPi bake shop (South Pigalle) is a fantastic mix of eras, colors, and prints. It’s a bright addition to the city with its crisp blue façade. I love popping by for a cupcake and a chat with Cat; she is one of the loveliest people you’ll meet in Paris.
You often see Kenzo cupcakes in the display case, as they often work together for their various events. When I found out that the LVMH-owned brand had chosen to partner with Sugar Daze for this amazing capsule collection pop-up store, I was thrilled for Cat. This collaboration with the fashion house is well-deserved, as her cakes are simply phenomenal.
The speciality cupcake created especially for Kenzo Loves Printemps is called the Blue Velvet, a blue red velvet cupcake inspired by David Lynch. The film director was the muse behind the latest collection, plus he also worked with their team to create the set and soundtrack.
This project was so fascinating; I couldn’t wait to hear more details! Cat was kind enough to give us the scoop on this Kenzo x Sugar Daze collaboration, the journey that led her to Paris, and the exciting things in store for Sugar Daze.
I hope you enjoy the interview with the fascinating Cat Beurnier.
Tell us about your story – from advertising in New York to a booming cupcake brand in Paris – how did you get here?
An age old story I’ve heard many times — I fell in love with a Frenchman! It’s true I worked in the advertising world for many years in NYC, but after having my first child, decided the hours, the travel, the stress of that work just wasn’t for me anymore. New York will always be my hometown and one of the greatest cities I’ve lived in, but it’s hard with kids. My husband and I felt we’d have a better quality of life in Paris and so moved here 11 years ago.
When we arrived, I would often bring cupcakes, brownies, cookies, etc. to playdates for my son, people loved what I was doing, word spread and that is how I got my start as a cupcake baker in Paris. I’m grateful that I have been able to turn one of my passions into a profitable business – that all those hours I spent peeling potatoes and chopping carrots in the restaurant industry when I was younger were not for naught – and had so much fun and gotten to work with some amazing people along the way!
Kenzo has long been a loyal Sugar Daze customer. How did this collaboration with the fashion brand start?
One of Kenzo’s Event Directors participated in a cupcake class/bachelorette’s party at Sugar Daze, and we met there. She is adorable and has been very supportive of us. It is largely due to her enthusiasm for Sugar Daze, that I have had the fantastic opportunity to work with Kenzo fairly regularly over this past year and a half, starting with their big July 4th bash in the Jardin d’Acclimatation, to frequent events happening in their shops.
How did this pop-up project come to be?
Kenzo is the designer of honor for the rentree 2014 at Printemps Haussmann. They wanted to do something fun and unexpected, and so decided to bring in a couple of food partners to complement the pop-up shop they have installed in the Printemps Atrium.
What’s one of the things you love about the brand that inspired you to work on this project with them?
In all honesty, I was incredibly honored that Kenzo approached me to partner with them on this project. They have been such amazing clients that I thought this would be a great way to demonstrate my appreciation and affinity for their work. I also happen to love their clothes and brand philosophy. The collection they are showcasing at Printemps is filled with lots of black, neon colors and cool prints – it reminds me a lot of the fashion from the 1980’s when I was an adolescent saving up my babysitting money to go shopping at Fiorucci or Parachute in Manhattan!
You know I’m a huge fan of your cupcakes and love all of the flavors. Tell us about some of the flavors you’re featuring, including your new Blue Velvet.
Thank you! We are featuring several of the best-selling flavors from the shop like Rapture, our chocolate-salted caramel cupcake, and Le 4H Gouter, a Nutella stuffed cupcake. Our Red Velvet cupcake, Kiss Kiss Bang Bang, also happens to be a customer favorite. As the look of the Kenzo pop-up universe is inspired by the creative mind of David Lynch, we thought it would be cool to turn our traditional Red Velvet blue — in a nod to the Lynch film, “Blue Velvet,” and top it with an edible decoration that utilizes one of Kenzo’s prints from the current collection called Broken Floor – an abstract chevron pattern.
What do you love about Kenzo?
The more I work with them, the more I admire their work ethic and brand culture. They have an extremely creative eye, and I like that they have made high fashion more accessible to everyone. We’ve been having a lot of fun getting to know the dynamic and delightful Kenzo team currently installed at the Printemps pop-up – a team assembled from their many stores around Paris.
We’d love to know about a few of your favorite places in Paris!
I have 2 kids so it’s no surprise that many of my favorite places are kid-friendly. We spend a lot of time enjoying the many public parcs like Parc Monceau, Parc Martin Luther King Jr, le Jardin de Luxembourg and Jardin d’Acclimatation.
I try to walk a lot – it’s one of the perks of living in the city, and love to explore the side streets of le Marais, Montmartre or near the Canal St Martin area.
For the most part, I just love the architecture of Paris and so discovering little hidden gems like a private garden, or an ancient coach house tucked away inside a building’s street facade are some of my favorite things about Paris.
What sets Sugar Daze apart from the rest?
The look, taste and texture of our cupcakes make the difference. I spent years perfecting each of our recipes and you really can tell with the finished product. We don’t take shortcuts! Sugar Daze cupcakes feature traditional American recipes, use premium, natural ingredients, are served fresh and are decorated with beautiful, hand-made decorations. All these things add up to make a delicious, high quality cupcake!
20, rue Henry Monnier
+33 9 83 04 41 77
Kenzo Loves Printemps Pop Up Store + Sugar Daze
Printemps Haussmann (Mode), Level -1
64, Boulevard Haussmann