L.A.’s Fresh Frozen

Posted on 2 January, 2007  in Press

David A. Keeps

On a West Hollywood side street, a security guard tends a door behind a velvet rope, and meter readers prey on double-parkers. This is no nightclub, though—this is Pinkberry (868 Huntley Dr., West Hollywood; 310/659-8285; www.pinkberry.com), the frozen-yogurt stand for caviar tastes and Cavalli waistlines. Created by 32-year-old Korean expat Hyekyung Hwang, the tangy, nonfat, 100-percent-natural treat is available in two flavors (green tea and, um, yogurt), with some two dozen fresh-fruit and cereal toppings. Over 1,500 people per day are flocking to the tiny, sherbet-toned, Starck-furnished flagship. Don’t have time for a West Hollywood detour? Fear not: 40 stores are scheduled to open in the greater L.A. area in 2007, along with debuts in San Diego and Las Vegas.