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 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!

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”