Softville, a 2,500-square-foot art-meets-culinary concept store, is making a colorful entrance on New York City’s Lower East Side. The viscerally striking space hits all the senses brilliantly—as it should. It’s the brainchild of NYC-based multidisciplinary art and design practice Studio Jeremyville and Australian cult-favorite gelato brand Gelato Messina.
Photography by Denise Stephanie Hewitt
Likely thanks to more than two decades of collaboration between the two creative companies, the synergy is palpable at Softville, where a rotating collection of art and purchasable objets d’art is on view. The works are meant to be enjoyed alongside striking edible concoctions from a menu of next-level desserts that are as delectable as they are sculptural.
Photography courtesy of Softville
The space’s design is just as intriguing—Softville is housed in the neighborhood’s former Ben Freedman department store. The owners worked with interior designer Sarah Carpenter to preserve the building’s original 1920s curved glass storefront (which can be spotted in the film Marty Supreme) as a tribute to the neighborhood.
Photography by Denise Stephanie Hewitt
“The Lower East Side has always been defined by its creative energy, independent spirit, and layered history,” says Megan Mair, creative director and co-founder of Studio Jeremyville. “We wanted Softville to feel woven into that fabric rather than imposed on it, which made preserving the architectural character essential. Plus, there’s something magical about old department store windows; they evoke nostalgia, create a sense of arrival, and bring theatre to the street.”
Photography courtesy of Softville
Carpenter carried the restored storefront’s soft curves throughout the space—balancing the movement with angular, warm wood seating and a welcoming vanilla bean palette. A flexible shelving and display system allows for regularly changing exhibitions while protecting the architectural finishes and millwork.
Photography by Denise Stephanie Hewitt
The newly revamped windows now cheekily showcase large-scale, quirky, characterful sculptures designed to draw passersby in. The tantalizing aromas spilling forth from the open kitchen eliminate any lingering reluctance.
Photography by Denise Stephanie Hewitt
Although Softville marks Gelato Messina’s North American debut, the dessert darling is not changing its style—there are no pre-made mixes to be found, and its signature gelato-style soft serve is made with fresh milk sourced directly from the Hudson Valley’s Ronnybrook Farm Dairy.
Photography by Denise Stephanie Hewitt
To add culinary cachet, Softville tapped Eva Wintersteen, former executive pastry chef at the Il Buco family of restaurants, to lead the kitchen. Working alongside Gelato Messina Executive Chef Tom Mitchell, Wintersteen is debuting a menu that pairs the brand’s artisanal approach to gelato-making with her pastry prowess, unconventional flavor pairings, and playful concoctions. It has an “eat your art while you view art” kind of vibe.
Photography courtesy of Softville
“We’ve always believed that creativity doesn’t have to be confined to a gallery or museum,” Mair says. “It can be part of everyday life, experienced through something as simple as enjoying a sundae.”
Of the collaboration, Mair says both companies “share a sense of humor, an appreciation for craftsmanship, and a belief that everyday experiences can be extraordinary.”
Photography by Denise Stephanie Hewitt
Softville will also offer drawing clubs and creative workshops led by Jeremyville (artist and co-founder of Studio Jeremyville) and guest artists, along with an evolving roster of cultural programming.
Softville is open daily at 137 Orchard Street in New York City.
Nicole Haddad is a writer and editor with more than two decades of experience covering the intersection of interior design, art, culture, and travel for design and lifestyle publications. A design-obsessed reader who never misses a global design fair, she’s always on the hunt for compelling visuals, inspiring spaces, and a good story. When she’s not typing away, Haddad is holding out for her ultimate dream assignment: designing a hotel with an unlimited budget. Until then, she’s working her way through every national park—and as many atmospheric restaurants and wineries as possible.
Dining and Cooking