"Soft serve will never taste the same after a visit to Mjuk Mjuk." Swedish food critic Anna Norstrom's words capture the essence of what the brand sought to achieve: creating some of the best gelato in the world (that happened to come out of a soft serve machine) and creating a neighborhood spot that would attract people from all over. The expermental gelateria became a cult success within its first year with the creation of the Gelatobulle a mash up of the Italian gelato con brioche and the Swedish cinnamon bun. Customers came back over and over for the little shop's delicious mix of design, loud music and best-in-class gelato that earned Mjuk Mjuk top honors in Sweden and intrigued eaters around the world.
Concept Development & Operation
Recognition:
FRAME Most Viewed Project 04.24
Published: Stockholm för Foodisar
White Guide: Best Spots for Gelato in Sweden (2021,2022)
Architect: Peter Lundbergh
2. A Labour of Love
3. Affogato
4. LED Sign
5. Gelato Cocktails
6. Friday Tacos
7. Gelatobulle
8. Sundae
9. Neighborhood Vibes
10. Tasting Sesh