{"id":380098,"date":"2026-10-22T21:40:12","date_gmt":"2026-10-22T21:40:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/380098\/"},"modified":"2026-10-22T21:40:12","modified_gmt":"2026-10-22T21:40:12","slug":"softville-brings-art-dessert-to-nycs-lower-east-side","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/380098\/","title":{"rendered":"Softville Brings Art + Dessert to NYC\u2019s Lower East Side"},"content":{"rendered":"

Softville<\/a>, a 2,500-square-foot art-meets-culinary concept store, is making a colorful entrance on New York City\u2019s Lower East Side. The viscerally striking space hits all the senses brilliantly\u2014as it should. It\u2019s the brainchild of NYC-based multidisciplinary art and design practice Studio Jeremyville<\/a> and Australian cult-favorite gelato brand Gelato Messina<\/a>.<\/p>\n

\"Wooden<\/p>\n

Photography by Denise Stephanie Hewitt<\/p>\n

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\u2019art 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.<\/p>\n

\"A<\/p>\n

Photography courtesy of Softville<\/p>\n

The space\u2019s design is just as intriguing\u2014Softville is housed in the neighborhood\u2019s former Ben Freedman department store. The owners worked with interior designer Sarah Carpenter to preserve the building\u2019s original 1920s curved glass storefront (which can be spotted in the film Marty Supreme) as a tribute to the neighborhood.<\/p>\n

\"Shelves<\/p>\n

Photography by Denise Stephanie Hewitt<\/p>\n

\u201cThe Lower East Side has always been defined by its creative energy, independent spirit, and layered history,\u201d says Megan Mair, creative director and co-founder of Studio Jeremyville. \u201cWe wanted Softville to feel woven into that fabric rather than imposed on it, which made preserving the architectural character essential. Plus, there\u2019s something magical about old department store windows; they evoke nostalgia, create a sense of arrival, and bring theatre to the street.\u201d<\/p>\n

\"A<\/p>\n

Photography courtesy of Softville<\/p>\n

Carpenter carried the restored storefront\u2019s soft curves throughout the space\u2014balancing 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.<\/p>\n

\"A<\/p>\n

Photography by Denise Stephanie Hewitt<\/p>\n

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.<\/p>\n

\"A<\/p>\n

Photography by Denise Stephanie Hewitt<\/p>\n

Although Softville marks Gelato Messina\u2019s North American debut, the dessert darling is not changing its style\u2014there 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\u2019s Ronnybrook Farm Dairy.<\/p>\n

\"A<\/p>\n

Photography by Denise Stephanie Hewitt<\/p>\n

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\u2019s artisanal approach to gelato-making with her pastry prowess, unconventional flavor pairings, and playful concoctions. It has an \u201ceat your art while you view art\u201d kind of vibe.<\/p>\n

\"A<\/p>\n

Photography courtesy of Softville<\/p>\n

\u201cWe\u2019ve always believed that creativity doesn\u2019t have to be confined to a gallery or museum,\u201d Mair says. \u201cIt can be part of everyday life, experienced through something as simple as enjoying a sundae.\u201d<\/p>\n

Of the collaboration, Mair says both companies \u201cshare a sense of humor, an appreciation for craftsmanship, and a belief that everyday experiences can be extraordinary.\u201d<\/p>\n

\"A<\/p>\n

Photography by Denise Stephanie Hewitt<\/p>\n

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.<\/p>\n

Softville is open daily at 137 Orchard Street in New York City.<\/p>\n

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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\u2019s always on the hunt for compelling visuals, inspiring spaces, and a good story. When she\u2019s not typing away, Haddad is holding out for her ultimate dream assignment: designing a hotel with an unlimited budget. Until then, she\u2019s working her way through every national park\u2014and as many atmospheric restaurants and wineries as possible.<\/p>\n