Welcome to Mjuk Mjuk, a neighbourhood soft gelato shop in Stockholm, Sweden.
In the summer of 2019 American gelato master Jeremy DiPaolo opened his first location of Mjuk Mjuk just north of Stockholm’s city centre. The brand’s focus is soft gelato, made from scratch with natural, high-quality ingredients. This love for the craft is embodied in the interior concept created by Studio Peter Lundbergh. It’s an unfussy, honest and straightforward design where both product and process share the stage as co-stars in the experience.
As a hospitality startup, Mjuk Mjuk needed the design to signal from the start that its offer
was new and different and it could be an iconic destination for gelato lovers. It also needed to accomplish all this on a limited budget typical of a startup. This meant all the design choices had to be simple, intentional and punch well above their weight class.
The future is soft!
In the summer of 2019 American gelato master Jeremy DiPaolo opened his first location of Mjuk Mjuk just north of Stockholm’s city centre. The brand’s focus is soft gelato, made from scratch with natural, high-quality ingredients. This love for the craft is embodied in the interior concept created by Studio Peter Lundbergh. It’s an unfussy, honest and straightforward design where both product and process share the stage as co-stars in the experience.
As a hospitality startup, Mjuk Mjuk needed the design to signal from the start that its offer
was new and different and it could be an iconic destination for gelato lovers. It also needed to accomplish all this on a limited budget typical of a startup. This meant all the design choices had to be simple, intentional and punch well above their weight class.
The future is soft!
