Coolhaus co-founders Natasha Case and Freya Esteller started baking cookies, making ice cream, and combining them into "cool houses" in 2008. With mutual backgrounds in the design and real estate fields, they began naming their ice cream sandwiches after architects and architectural movements that inspired them - and eventually decided to take their newfound passion (dubbed "Farchitecture," or Food + Architecture) to their hometown streets in Los Angeles. So after a few days on Craigslist (and some time convincing their families they weren't crazy), they found and bought a beat-up old postal van, trekked out to the world-famous Coachella Valley Music Festival in April 2009 to make their debut.