COOLHAUS PRESS KIT
SEPTEMBER 2011
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FOOD NETWORK MAGAZINE
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LOS ANGELES MAGAZINE
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EATCOOLHAUS.COM
Young and Hungry up and coming food stars and all under 30. Ice cream “trucks” have been around longer than actual trucks: Street vendors used to peddle the stuff from pushcarts. But two design-savvy women from Los Angeles have given the whole concept a much needed update. With 15,000 in startup dough, architect Natasha Case and real estate developer Freya Estreller transformed an old postal van into a sleek, mobile ice cream business called Coolhaus (named after Dutch architect Rem Koolhaus). Customers get to “build” their own sandwich by choosing from six cookie bases, and 25 ice cream flavors. And they can feel good about it, too: All the wrappers are made out of potato and printed with soy ink, so they’re earth friendly and edible. Considering Coolhaus sells 1,000 sandwiches a week, that adds up to a lot less litter for L.A.
Coolhaus, the artisanal ice cream outfit, became wildly successful by embracing the ways of hip capitalism: food trucks, Coachella, Twitter. But after two years, owners Natasha Case and Freya Estreller are jumping forward to the past with a store front in Culver City, which will serve their signature ice cream sandwiches and other delights. At the opening you’ll encounter architecture themed confection flavors that include Pineapple Cilantro and Strawberry Mojito. You may even find popsicles in the shape of famous L.A. buildings. What would they be based on? “Anything by Frank Gehry,” Case says. Anything?
LOS ANGELES MAGAZINE
SWEET DESIGN BLOG
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Food trucks have become something of a motif- maybe mania is a better word- on the L.A, streetscape in the past year. Suddenly, you can get a couple hemispheres’ worth of cuisines from a galley kitchen on wheels. Clustered behind the UCLA Medical Center or along a dispiriting stretch near LACMA, the city’s fleet of brightly colored food trucks has inspired hungry flash mobs, spawning street life where there wasn’t any. In L.A., that’s a good thing.
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CoolHaus is the brainchild of Natasha Case, a former architect, and Freya Estreller, who has a background in urban planning. Reaching beyond the standard ice cream concoction, CoolHaus makes the world of architecture inspiring to the average person with designyour-own ice cream sandwiches using playful flavor combinations. The name is a triple entendre: a combination of the Bauhaus modern design movement, Dutch architect Rem Koolhaas, and the concept of a “Cool House,” a deconstructed ice cream sandwich with a cookie roof/floor and ice cream walls. Natasha and Freya’s decision to launch CoolHaus as a mobile truck, rather than a storefront, was purposeful. They are fascinated by CLICK HERE TO READ MORE
EATCOOLHAUS.COM
NEW YORK MAGAZINE
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TIME OUT NEW YORK
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EATCOOLHAUS.COM
This season’s new batch of ice-cream sandwiches can be found on a truck or at the flea, showcasing Italian gelato or French macarons, or in a super peanutty new guise. This mobile L.A. transplant offers enough mix-andmatch combinations to baffle a math grad. Try two different cookies on one sandwich- or make it a two-scoop double: $5, $8.
Coolhaus Ice Cream Sandwiches gained a cultish following in Los Angeles, but how it will fare in NYC remains to be seen. The outfit will kick off its eastern expansion with a four-day free giveaway of its cold creamy treats from April 28 to May 1. The New York operation features most of the same artisanal flavors— including blueberry-ginger ice cream and redvelvet cookies—and sizing options. Choose from one-story, two-story or skyscraper (five scoops and six cookies) versions. New to NY: hot toppings (like sea salt caramel and Mexican chocolate sauces) and iced Blue Bottle coffee. For locations, visit twitter.com/coolhausny (347-640-4287)
WINE ENTHUSIAST MAGAZINE
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STAR MAGAZINE
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EATCOOLHAUS.COM
Coolhaus, an architecture- inspired ice cream truck owned by partners Natasha Case and Freya Estreller, can usually be found parked at framers markets, crafts fairs and the like. The only product is ice cream sandwiches, or maybe we should say a generous scoop of gourmet ice cream wedged between a pair of chewy cookies, and served in edible rice paper. Flavors are named after well known architects- Frank Berry, Mies Vanilla Rohe, I. M. Peinut Butter and Lambrunelleschi (made from reduced Lambrusco), among others. Design and ice cream lovers should seek out the pink- topped, converted postal truck to indulge in a unique take on everyone’s favorite snack. To find out where the truck will be parked on a given day, check the Coolhaus web site’s calendar or go to twitter.com/coolhaus.
The food truck phenomenon has come full circle: Ice cream trucks are hip again! And chillest of them all is Coolhaus, which serves up all natural, handmade, customizable icecream sandwiches. Creative combinations include chocolate chipotle ice cream on ginger molasses cookies and strawberry jalapeno ice cream paired with lemon rosemary cookies. The trucks are parked in L.A., Austin, Texas NYC and the Hamptons. Visit eatcoolhaus. com for locations and orders.
BUDGET TRAVEL MAGAZINE
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IB MAGAZINE
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Talk about a turf war. Near L.A.’s MacArthur Park (at South Park View Street between Wilshire Boulevard and West 7th Street), oldschool vendors trade in Salvadoran pupusas plump with cheese and edible loroco flowers while a new wave of roving trucks, like the one above, tweet their daily locations and dole out custom ice cream sandwiches(@ coolhaus) and buttery grilled cheese (@grlldcheesetruk)
My first stop was Coolhaus ice cream. I know you’re not supposed to eat dessert first, but the rules went out the door along with, well... the door, the roof, and the steep prices. I can eat two architecturally inspired ice cream sandwiches made with fresh baked cookies and homemade ice cream, wrapped in edible paper with edible ink before dinner if I want to, damn it! Feeling adventurous, I went with the Brown Butter and Bacon on one, and the Sea Salt Caramel on the other. they both had that mouth-watering, sweet saltiness that brings me to my knees. And, yet, the best part about Coolhaus is their philosophy. In their effort to bring us decadent and original treats, their credo is to reclaim public and urban spaces for eating and gathering, while practicing sustainable production techniques with a minimum waste. It’s amazing. Somehow they make eating ice cream feel like the right thing to do for you, your community, and the planet.
EATCOOLHAUS.COM
L.A. TIMES DAILY DISH
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Whether part of the food truck scene or as a creamery’s menu staple, ice cream sandwiches are a frozen treat geniusly invented to get the best of both worlds -- cookies and ice cream -- in the realm of sweets. Angelenos can get their fix from local producers with flavors, from classic to wacky, to satisfy a spectrum of cravings during summer’s warm months. Or, as it so happens, on National Ice Cream Sandwich Day. Beachy Cream: Made in small batches with local and organic ingredients, Beachy Cream’s ice cream sandwiches are made with a spin on names and flavors sure to fit the SoCal scene: Key Lime Cowabunga, Strawberry Surfer Girl, Surfin’ ... CLICK HERE TO READ MORE
HUFFPOST LOS ANGELES
EATCOOLHAUS.COM
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Following the Coolhaus truck via Twitter is one of our favorite past times. With long summer days upon us and the kids staying up way, way past their bed time, driving five to 10 miles to get an ice cream sandwich happens more than I like to admit. Coolhaus sandwiches pack a lot of ice cream between each cookie, almost too big for my kids’ little mouths. However, they some how find a way to consume the whole thing, and the best part about these is that my kids actually stop talking for the 15 minutes or so it takes to consume them. Could these be the new pre-teen pacifier? Can I patent this idea? Hmmmm!
FRENCH GQ
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YOUR DALIY THREAD BLOG
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et ses sandwichs au homard (« lobster » en anglais) ont un succès fou. Zéro bousculade, pourtant : un guichet pour commander son sandwich et sa boisson (limonade bio maison), un autre pour retirer un long bun toasté garni de chair de homard arrosée de beurre fondu citronné. « Ça fait des semaines que j’es- saie de venir tester ce truck ! », s’excite Brian, qui bosse dans les effets spéciaux. Mark, rédacteur pour le site d’une chaîne de télé, a carrément pris un jour de congé et donné rendez-vous à sa femme. Verdict? Délicieux. et bon marché (10 € boisson comprise). Bientôt prèS de chez vOuS ? De l’autre côté du carrefour, impossible de louper la camionnette de CoolHaus, et son
If one thing gets us excited about the warm weather, it’s the prospect of hanging in the sun eating ice cream. Call us a little hopeful since it’s been so chilly, but we’re ready to savor spring with one of our local favorites, Coolhaus. Part witty cookie architects, part unique ice cream makers, this Los Angeles wonder wows us with their locally sourced delicious sweets wrapped in edible paper (how eco-friendly!). Lucky for us, Natasha Case, co-founder of Coolhaus, has given us a sneak peek at the new spring lineup of flavors. Trust us, you’ll be praying for the warm weather to arrive, too. Feeling like an edible getaway? Get in line for mango saffron and pear star anise, both sweet and exotic sorbets with hints of spice.
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LA WEEKLY BLOGS
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With news that Coolhaus will launch a truck in New York (and open a storefront in Culver City), while Papaya King rolls out a Los Angeles truck (@papayakingla) on Monday (and will open a brick-and-mortar location in Hollywood), it’s time to see whether it’s a fair cultural exchange. Who’s getting the longer end of this stick? Out of a pink-topped silver ice cream truck, Coolhaus serves Brobdingnagian ice cream sandwiches, the kind that should put to rest any lingering memories of those chocolate, strawberry and vanilla rectangles consumed without pause even by the smallest of children. At $5, Coolhaus’ upmarket ice cream sandwiches something of an investment, especially in time.
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YOUR DALIY THREAD BLOG
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Making a living as an architect has never been an easy proposition. Very expensive schooling is generally followed by years of laboring under another architect for slave wages — all in the hopes that one day a devastatingly rich patron will fund the dream building. But with the economy grinding along in second gear, billings have plummeted and even prominent designers, from Frank Gehry to Norman Foster, have been forced to downsize staff and shut offices — which means that a lot of people in the field are finding themselves watching daytime TV. There is, however, one architecture-related business that is booming: ice cream...
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ARCHITECT MAGAZINE
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BECOMING LOLA BLOG
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With an M.Arch. in hand, Natasha Case, 27, didn’t set out to build buildings, but ice cream with a cookie roof and floor slab. She and cofounder Freya Estreller, 29, started the food truck Coolhaus in 2009 in L.A. and named the sandwiches after architects and designers. “We think of ourselves as a marketing company for architects,” Case says. They expanded into Austin, Texas, last year, and then into New York City this spring. Come Labor Day, you can pick up Richard Meyer Lemon Ginger and Oatmeal Cinnamoneo at a cart in Central Park
If you think for one second that the coming of autumn will deter me from seeking out, hoarding, and consuming unimaginable amounts of ice cream, well, you really don’t know me at all by now. Tisk tisk. Because when I am not fantasizing about brownies a la mode, or chocolate (in any shape or form really) or burgers with milkshakes (without the shake, there’s no point) I am hopelessly dreaming about my next bowl of ice cream. Actually, sometimes its not even a bowl. Lately, its been, gasp, a sandwich. If you don’t live in New York or LA, you might as well leave now. Don’t torture yourself. If you do live in those two great cities, or Austin... read on.
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METROMIX NEW YORK
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Even the most hardened New Yorker surely gets a nostalgic pang at the sight of an icecream truck. But Coolhaus, which specializes in gourmet ice-cream sandwiches, offers more than just the same-old mobile treats. The popular L.A.-based truck, which set up its own NYC mobile station this summer, offers a fully edible snack—literally—down to its calorie-free, all-natural edible wrapper. Yes, you can eat the wrapper. “In L.A. it’s really hard to find a garbage can,” says co-owner Natasha Case. “This was a green solution.” Scoops to scope out: Consider the Mintimalism—a dirty mint ice cream paired... CLICK HERE TO READ MORE
SAMSUNG GALAXY TABLET
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CoolHaus is the traveling ice cream sandwich business that has combined an old fashioned treat with cutting edge mobile technology with huge success. The GALAXY Tab is part of the story behind two friends, a remodeled postal truck, and a pretty sweet idea. CLICK HERE TO WATCH VIDEO
EATCOOLHAUS.COM
L.A. CONFIDENTIAL
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NY1.COM NEWS
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Feel free to scream for ice scream at CoolHaus. The wildly popular dessert truck spurred the recent opening of an ice cream shop in Culver City, which is home to gourmet flavors like pistachio truffle, root beer float, lemon thyme, carrot cake batter and butterscotch with rosemary. Top it off with signature architecturally inspired cookie sandwiches, and CoolHaus is officially the hottest cool place in town. 8588 Washington Blvd., Culver City, 310-424-5559
The High Line now extends north to 30th street. Under the new extension is an urban playground of sorts, the Lot on Tap, with a collection of food trucks. CHOW.com Contributing Editor Alex Van Buren filed the following report. Hi, I’m Alex Van Buren of CHOW.com with this week’s New York CHOW Report, and this week we’re at an outdoor pop-up called the Lot on Tap, under the new extension of the High Line at 30th street and Tenth Avenue. Tom Colicchio is responsible for this gathering of food trucks. He’s pulled together... CLICK HERE TO READ MORE, AND WATCH THE VIDEO
EATCOOLHAUS.COM
FOOD NETWORK
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Kid in a Candy Store features Coolhaus
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HUFFPOST FOOD
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First, we chatted with Coolhaus Ice Cream Sandwiches Truck (locations in Los Angeles, Austin, Manhattan and The Hamptons) CEO Natasha Case who told us about a crazy customer that wanted to trade a tattoo for some ice cream sandwiches
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EATCOOLHAUS.COM
HUFFPOST FOOD
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Coolhaus was founded in Los Angeles in 2009 by Natasha Case and Freya Estreller, but they’re now in Austin, TX, and coming to New York City in 2011. With a background in architecture and commercial real estate, the name Coolhaus is what Natasha calls “a triple-play on the famous Dutch architect Remment Koolhaas, the Bauhaus movement, and of course a cool house for cold ice cream.”
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NEW YORK TIMES
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At the Bleecker Playground at Bleecker Street and West 11th Street in Greenwich Village, Je & Jo will be presenting handmade organic ice cream blended with cookie dough. Food Freaks will sell grilled cheese sandwiches in Fort Greene Park in Brooklyn. At the front of the American Museum of Natural History, a cart from Coolhaus, which has two trucks on the streets of New York, will offer its icecream-and-cookie-sandwich architecture. CLICK HERE TO READ MORE
EATCOOLHAUS.COM
ANGELENO MAGAZINE
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“Our first time out was at a 100,000-person event,” says Natasha Case, laughing . “We’re kind of throw yourself into the fire girls.” THats was the Coachella Music Festival in the spring of 2009, when Case, 27, and her partner Freya Estreller, 29, debuted their gourmet Coolhaus ice cream sandwiches- originally all named after architects like Frank Gehry (aka” Frank Behry”)- to hordes of sun-soaked hipsters. Just two years later, the L.A. natives have built a mini-empire that serves treats from seven pink-domed trucks...
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BRIDE MAGAZINE
EATCOOLHAUS.COM
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A delish idea for a summer wedding: an icecream sandwich bar! (from top Mango sorbet in red velvet cookies, pistachio-truffle ice cream in chocolate-chip cookies, and ricootacherry ice cream in snickerdoodles.) Catering available near New York, Los Angeles, and Austin, Texas; sandwiches can be shipped to other location.
NEW YORK TIMES
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When Natasha Case, 26, lost her job as a designer at Walt Disney Imagineering about a year ago, she and her friend Freya Estreller, 27, a real estate developer, started a business selling Ms. Case’s homemade ice cream sandwiches in Los Angeles. Named for architects like Frank Gehry (the strawberry ice cream and sugar cookie Frank Behry) and Mies van der Rohe (the vanilla bean ice cream and chocolate chip cookie Mies Vanilla Rohe), they were an immediate hit. “I feel this is a good time to try new things,” said Ms. Case, who did a project on the intersection of food and architecture while studying for her master’s in architecture at the University of California
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NEW YORK TIMES
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Coolhaus, a Los Angeles company that makes ice cream sandwiches in some oddball flavors like brown butter-candied bacon, is bringing a truck to New York and from Thursday to Sunday will give away sandwiches in Manhattan. From Monday to the end of the year, the truck will be selling ice cream sandwiches in Manhattan, Brooklyn and Queens CLICK HERE TO READ MORE
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NOTICIAS DE L.A. NEWS
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ANTENNA MAGAZINE
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EATCOOLHAUS.COM
Chega de cupcake! O reinado dos bolinhos está com seus dias contados se depender das meninas da Coolhaus, que vende a sobre- mesa mais refrescante deste verão. É o sanduíche de sorvete, espre- mido graciosamente entre dois cookies caseiros. Pode ser encon- trado em três “food trucks” –cami- nhõezinhos– e, no final de agosto, em sua primeira loja física, na rua Washington Blvd., 8.588.
Coolhaus is one of the trucks that Dosa’s Deneroff introduced us to, and we can still kiss her for that. Our eyes went a little blurry when we saw the pistachio black-truffle ice cream in a ginger snap cookie. Lucky for us, the young man inside was a little shortstaffed, and lonely, so he let us join him inside to see how the magic comes together. Food truck employees work long hours and we wanted to help. He showed us the art of hugging the perfect moldable cookies with a stillcrisp outside around the ice cream we really don’t think we need to say more about. Oh yeah, there were other flavors, too.