Amirah Kassem

Amirah Kassem (born on January 8) is a baker in New York City. She is best known as the owner and founder of Flour Shop, which she founded in 2012. Kassem specializes in sculpting custom cakes without the use of fondant.[1] Kassem is also known for her "Explosion Cake," and her Cara the Unicorn Explosion Cake was featured as Instagram's most memorable trend of 2017.[2]

Early life and education

Kassem grew up in Mexico, where she learned to bake from her mother and grandmother.[3] Later on, she attended the Fashion Institute of Design & Merchandising in LA.[4]

Career

Fashion

Amirah Kassem began her career in fashion while attending FIDM. She started out working for 7 For All Mankind and Fred Segal. Eventually Kassem moved her way into high fashion through experiences at Interview Magazine and Karl Templer. She then moved to NYC, where she worked alongside Johan Lindeberg in the launch of BLKDNM.[5]

Flour Shop

In 2012 Amirah Kassem left behind a career in fashion to pursue her love for baking rainbows. Her high-concept bakery, Flour Shop, has exploded into a highly sought-after brand, renowned for creating treats that routinely provide unexpected whimsy and sparkly joy. Her creations quickly took off and attracted the attention of the taste-makers of New York. She crafts over-the-top treats which take on the shapes of cheeseburgers, pizzas, buckets of popcorn and her now famous Explosion Cake. She is a lover of all things colorful and sparkly, and is on a mission to spread joy via sprinkles and smiles.

Flour Shop opened their Flagship Store in SoHo New York in November 2017.

Her clients have included Kim Kardashian[6], Katy Perry and Beyonce, as well as brands likes Vans[7], Louis Vuitton[8], and Alice + Olivia.

Amirah has headlined food festivals like Food and Wine Festival[9], New York City Wine and Food Festival[10] and Catskills Festival.[11]

Press

Amirah and her fondant-free creations have been featured Vogue, Harper’s BAZAAR, The New York Times, New York Post, Refinery29, Food and Wine, Elle, Teen Vogue, Late Night With Seth Myers[12] and The Rachael Ray Show.[13]

Art

Amirah Kassem works frequently on collaborations with photographer Henry Hargreaves. Their work includes “Burning Calories” photo series, which is in a gallery in Venice, Italy as of November 2013. Kassem and Hargreaves also collaborated on a photo series in celebration of the Wu Tang Clan’s 20th anniversary for the Wu Tang Brand.[14]

Amirah's work has also been featured in the Whitney Museum and Brooklyn Museum. In 2015, When the Brooklyn Museum celebrated Takashi Murakami, Amirah used 10,000 gumballs to create her own art installation, reinterpreting the Murakami flower.[15]

Personal Life

Kassem currently resides in New York City with her husband and business partner, Ross "The Boss" Harrow.

References

  1. ↑ Gabriel Bell (August 20, 2013). "Month Of Visionaries: Meet The Fashion Set's Cake . Amirah is sister to Nadia Kassem and Amir Kassem. Bossl=http://www.refinery29.com/amirah-kassem-flour-shop". Refinery 29. Missing or empty |url= (help)
  2. ↑ "Instagram on Instagram: "Photo of @flourshop by @elizabethrenstrom "People eat with their eyes, so who wouldn't want to eat a rainbow? Or a unicorn?" asks Amirah…"". Instagram. Retrieved 2018-09-18.
  3. ↑ Gabriel Bell (August 20, 2013). "Month Of Visionaries: Meet The Fashion Set's Cake Boss". Refinery 29.
  4. ↑ "Amirah Kassem". LinkedIn.
  5. ↑ Delphine Barguirdjian (July 2, 2013). "Flour Girl". Scene. Archived from the original on November 16, 2013.
  6. ↑ "You Need to See the Kardashian Kids' Epic Rainbow Birthday Cake (With a Surprise Inside!)". Bravo TV Official Site. 2018-06-04. Retrieved 2018-09-18.
  7. ↑ Minton, Melissa. "Vans Is Completely Redesigning the Iconic White Slip-ons and I Can't Handle It". Teen Vogue. Retrieved 2018-09-18.
  8. ↑ "The 2014 Whitney Studio Party Presented by Louis Vuitton". Vogue. Retrieved 2018-09-18.
  9. ↑ Morganstern, Adam. "Culinary Stars Take Over A Private Venice Island For A Food And Wine Extravaganza". Forbes. Retrieved 2018-09-18.
  10. ↑ "Kassem, Amirah | Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One | October 11 – 14, 2018". Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One | October 11 – 14, 2018. Retrieved 2018-09-18.
  11. ↑ "Profile". catskillsfestival.com. Retrieved 2018-09-18.
  12. ↑ "Flour Shop's Amirah Kassem Made a Rainbow Explosion Cake with Seth Meyers". Food & Wine. Retrieved 2018-09-18.
  13. ↑ "The "Rainbow Explosion" Cake Is the Birthday Cake You've Never Had, But Absolutely the One You Deserve". Rachael Ray Show. Retrieved 2018-09-18.
  14. ↑ Carey Dunne (November 14, 2013). "Wu-Tang Clan's 20th Birthday Cakes Ain't Nuthing To F' With". Co.DESIGN.
  15. ↑ Symonds, Alexandria. "Flour Shop's Installation for the Brooklyn Artists Ball Is a Gumball Homage to Murakami". Retrieved 2018-09-18.


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