How’s this for half-baked PR: When we last checked in with Sugar! in October, the super-fashionable, Újpest-based cukrászda was in the midst of a media blitz over its creation of a collection of super-cute customized cakes in honor of the visit of American socialite, heiress, media personality, model, singer, author, fashion designer and actress Paris Hilton. As we were putting the item together, it became clear that proprietor Eszter Horváth was very concerned about Sugar’s PR. Which is fair enough – except that she then never bothered to call us back later and say that Sugar! was opening up a big new store/café right downtown in District VI. As a result, we only found the place by chance. But what a discovery!
Rather than writing a whole lot of words, we’ll let the pictures do most of the talking. On the plus side, there are all kinds of cute novelty gifts in addition to all the designer cakes and candies, the staffers all wear hilarious 1950s-style soda-jerk outfits, the washrooms are adorable, and they have a special counter where you can get numerous stylish varieties of tejberizs (rice pudding, pictured just below). On the downside, they don’t have nearly enough varieties of classic candies from abroad (note to Eszter: anything from this incredible American confectionary timeline up to about 1950 would be welcome), most of the cakes probably look better than they taste (no great scandal, given how good they look) and most of the cutely dressed-up staffers look like they haven’t eaten a candy bar in their lives (a major bummer for us fatties).
Otherwise, the only other thing to say is, if you are one a diet (or a diabetic) and are easily tempted, cross the street before walking by. Enjoy!