 Their "sleek, minimalistic" store was designed by an architect from Vienna and the logo and packaging were created by a former Martha Stewart employee with design help from graphic designers Kevin Hagen and David Irvin.On April 13, 2005,the Nelsons opened Sprinkles' first store on Little Santa Monica Boulevard in Beverly Hills.The first day, the cupcakes sold out in three hours, and 2,000 cupcakes were sold the first week.