“Cupcakes are a recent economic, cultural, and social phenomenon and dare I say symbol of our times. One might say the cupcake is the contemporary pastry; indicative of the decadence our consumer culture still promotes in times of economic recession and war.”

Based on the in 2010 self-published zine: Cupcake Rant and inspired by the international economic phenomena of guerilla cupcake bakeries and concept stores that pop-up -also- in Vienna, Vitrine showcases an illustration of the visual narratives and intricacies behind the spongey facade of the cupcake industry: The many symbolic shapes this pastry takes from personifications, to hidden economic ideologies, ranging from serious to absurd.