Client / Nomscape
Project / Gelato shop
Deliverables / Interior concept / Layout / Storefront concept / Lighting / Signage system
Location / Stockholm
Photos / Stellan Herner
Mjuk Mjuk
About
Welcome to Mjuk Mjuk, a neighbourhood soft gelato shop in Stockholm, Sweden. In the summer of 2019, American gelato master Jeremy DiPaolo opened the first Mjuk Mjuk location just north of Stockholm’s city center. The brand focuses on soft gelato, made from scratch with natural, high-quality ingredients.
This dedication to craft is reflected in the interior concept designed by Studio Peter Lundbergh. The design is unfussy, honest, and straightforward, allowing both product and process to take center stage in the customer experience. As a hospitality startup, Mjuk Mjuk needed a design that immediately communicated its uniqueness and potential as an iconic destination for gelato lovers. Achieving this within a typical startup budget required all design decisions to be simple, intentional, and punch well above their weight.
The future is soft!
News
2021-11-01 / The project is featured in Comex colour trend book. It was launched during
Mexico Design Week and was created by London studio Calzada Fox.
2021-04-15 / The project is featured in Frame Magazine. It has been submitted for
Frame Awards 2021 in the category of single-brand store / Link to Frame webpage below
2019-10-21 / Mjuk Mjuk is now featured in “Stockholm för foodisar”. A guide book to favourite spots
within food and drink in Stockholm written by Jonas Cramby.
2019-10-14 / Mjuk Mjuk is featured in the local Swedish newspaper “Allt om Stockholm”