It’s A Feeling
“It’s a feeling”—that’s the Little Baby’s slogan. On one level, it refers to ice cream’s universal appeal. “It’s an emotional experience that just about everybody can relate to,” Angevine says.
But on another level, it’s about creating a new feeling in people, one they might normally be reluctant to open themselves up to, and that’s what the weird flavors and visuals and sounds and stunts are all about. For Little Baby’s, ice cream is not only the blank canvas to add any flavor you can dream up, it’s also the delivery system for the philosophy that lots of great, exciting things exist in the world if you’re willing to step outside the box.
“Ice cream’s a comfortable vessel in that it’s something you’re familiar with, but really this is a front to give you a new way of looking at life,” Angevine says. “Ice cream brings people together and makes them happy—there’s no arguing that—but I think we found this cool way to do that and still slip in something that messes with people’s expectations and gives them this new, weird, memorable experience.”
“Obviously someone’s not gonna be trans-formed after eating an ice cream cone from our shop—I don’t think,” says Ziga. “But maybe it’ll nudge people in an interesting direction, where they’ll be more open to trying things out of their comfort zone.”
“The best way to explain the ‘feeling’ is it’s this sensation of being confused and grateful at the same time,” Angevine concludes. “It’s just like my experience making and listening to music, where it’s bizarre and you have no frame of reference and you’re like, ‘I don’t know what’s going on here, but I love it!!’ That’s the best feeling. I want that to happen in your mouth.”
The new Little Baby’s Ice Cream parlor opens Fri., Aug. 3, 5pm. 2311 Frankford Ave. littlebabysicecream.com
PW's Summer Guide 2015