Monday, February 4, 2013
Bread & Jam for Hipsters: Sqirl
No one has ever accused me of being a hipster, but I'm not anti-hipster. I frequently rub shoulders with the hipster crowd at Intelligentsia or at my daughter's school, where I'm one of the only parents without visible tattoos, but sometimes I wonder about the hipster culture. The new breakfast and lunch spot, hiply spelled Sqirl is a prime example. Do we really need a restaurant that sells bread and jam for $8-$13? That's the concept of the Virgil Avenue storefront that is Sqirl. Sure, it's good bread and jam, and some of it has greens or cheese on it, but it's still bread and jam.
How hipster is this place? Well, they don't serve decaf, they have a tumblr with random photos, the only places to sit are plastic chairs and wooden cubes that look like they were pulled out of a particularly sad neighborhood yard sale, and you pay by ipad.
Praise has been heaped on this place from all directions, including from Jonathan Gold, but I keep getting the feeling that it's some kind of joke. It's as if the preserve making proprietors were sitting around their hipster pad and said, "hey, this foodie stuff has run amok; I bet we could charge people $10 for toast and jam." Hell, it almost sounds like some wannabe screenwriter's wacky comedy manuscript, soon to be a major studio picture starring Zooey Deschanel as a Manic Pixie Jam Maker who helps some poor dude get his groove back with toast and jam.
720 North Virgil Ave #4
Los Angeles, CA 90029