Insomnia Cookies, a brand born from innovoation (or cookievation as the insiders call it) and bred on a cult-like following of late night sweets lovers, set out to launch its first retail experience in the city where it all started.

Nestled between the iconic Pat’s and Gino’s cheesesteak joints in East Passyunk, is a run-of-the-mill Insomnia Cookies bakery with a secret. Pass through the bookcase door to enter the CookieLab, a speakeasy for sweets. Even Wonka himself couldn’t have dreamt up these cookie creations and milkshakes.

Strategic ideation of the space was needed — from fixtures and decor, to menu layout and merchandise display — to transform the vision of our founder and CEO of a space where customers can taste up-and-coming flavors of the week and have the ability to dream up their own custom combinations into reality. I was integral in overseeing all interior design and asset production, in addition to production of the bookcase door which pays homage to the UPenn dorm room where Insomnia was born marketing strategy, menu development and design, and ongoing promotions.