Softville Dessert Shop Opens on Lower East Side

The collaborative venture brings Gelato Messina to North America in a restored historic department store building.

Updated on Oct. 22, 2026 in Desserts

Bold vector editorial illustration of a curved 1920s glass storefront facade, representing a new dessert shop launch in New York City. — Softville, a 2,500-square-foot gelato destination, opened its first North American location this week in a repurposed historic department store in New York City. AI Illustration. Upload story photo >

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Studio Jeremyville and Gelato Messina have launched Softville, a 2,500-square-foot dessert destination in New York City. The shop marks the North American debut for the gelato brand and operates within the former Ben Freedman department store.

Why it matters

The project aims to preserve the local architectural character of the Lower East Side by repurposing a building that retains its historic 1920s curved glass storefront. By combining artisanal dessert production with creative programming, the space serves as both a culinary venue and an art hub.

Softville occupies a 2,500-square-foot footprint within the former Ben Freedman department store. The shop features a restored 1920s curved glass storefront and sources milk exclusively from Ronnybrook Farm Dairy.

The players

Gelato Messina

This brand is a renowned gelato maker that is expanding its operations into the North American market through this partnership.

Studio Jeremyville

This creative studio co-founded the new dessert shop and plans to host recurring drawing clubs and workshops on the premises.

Eva Wintersteen

She serves as the executive pastry chef overseeing the artisanal production methods at the new location.

Sarah Carpenter

She is an interior designer responsible for the restoration of the historic storefront and the creation of the shop's aesthetic environment.

Ronnybrook Farm Dairy

This dairy farm provides the essential milk ingredients for the gelato served at the shop.

The details

Interior designer Sarah Carpenter utilized a vanilla bean color palette and wood seating to complement the preserved architecture of the building. The kitchen, directed by executive pastry chef Eva Wintersteen, follows an artisanal process that eliminates the use of pre-made mixes.

The department store storefront was originally constructed in the 1920s.
Softville opened its doors in October 2026.

Culture Shift

Softville aligns with the broader urban adaptive reuse trend by integrating contemporary hospitality brands into historically significant retail spaces. This shift reflects a growing demand for retail experiences that prioritize the preservation of neighborhood architecture over standard new construction.

Residents can visit the Lower East Side location to purchase artisanal gelato or participate in upcoming drawing clubs and workshops. The shop provides a new creative workspace that combines high-end pastry production with an interactive art gallery.

The takeaway

The shop demonstrates how historic preservation can successfully integrate with modern retail through deliberate architectural restoration. Visitors looking for a unique experience can support local craftsmanship by frequenting businesses that prioritize both culinary quality and local history.