New opening · Lower East Side
New on the Lower East Side, NYC: Softville Brings Gelato Messina and Art Under One Roof
Softville, from Studio Jeremyville and Gelato Messina, opens at 137 Orchard Street on the Lower East Side: a 2,500-square-foot mix of rotating art, soft-serve and sundaes, and Messina's first North American shop. Open daily.
By NBT Editors · 2026-10-23
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Softville, a new art-and-dessert concept, has arrived at 137 Orchard Street on the Lower East Side. It is a collaboration between Studio Jeremyville, the creative studio led by artist Jeremyville, and Gelato Messina, the Australian gelato maker. The shop is Gelato Messina's North American debut.
The space covers 2,500 square feet inside a restored 1920s storefront. Art rotates through the room, and visitors can buy objets, so the shop works partly as a gallery and partly as a place to take something home.
The dessert menu centers on soft-serve and sundaes, created by pastry chef Eva Wintersteen. Drawing clubs and workshops are planned, which should give the shop a role beyond the counter.
Softville is open daily. For anyone already walking the Lower East Side's galleries and boutiques, it offers a sweet stop where the art is part of the visit. It will also show how a well-known Australian gelato name fits into New York.
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