PORTFOLIO SITE - dylanthomassmith.com
When walking into the pink and black front of the 335 Grove Street store, one feels as though they are entertaining a different kind of world. The store is modest, but its imagery is effective.
Baked goods decorate your surroundings and the combination of pink,, black, and silver is not only relaxing on the eyes, but oddly also calming. It makes you feel as though you want to just sit down and taste something sweet, sugary, and delicious, and when you come to The CupCake Salon, everything is made from scratch.
Shot and edited by Dylan Smith. Additional filming and assistance by Helene McGavin.
Part of my final project for my Fall 2012 Multimedia Reporting course taken towards my BA in Communications & Journalism. Put into teams of two, we were asked to create a full video and story package with several multimedia elements, but the piece had to relate to Jersey City. My partner and I decided to do a piece showcasing a how-to guide of sorts for shopping, eating and hanging out on Grove Street.
The piece featured video interviews, photo slideshows, photo galleries, digital maps and hand-created info-graphics, along with a write-up -
"Growing up, my mother baked a lot and really wanted me to watch and learn from her," said Cynthia Hankerson, the owner of CupCake Salon. "[But] I was not allowed to use any machines [and] it all had to be from scratch."
What's appealing about CupCake Salon is how tiny and grassroots it feels. Hankerson has only been in her Grove location for eighteen months, having originally started in Newport Mall as a kiosk. Though her goals include expanding back into the kiosk market, CupCake Salon's aim is to expand further. A goal that seems more and more realistic as more people fall in love with the homemade cupcakes.
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