Softville, a 2,500-square-foot art-meets-culinary concept store, is making a colorful entrance on New York City’s Lower East Side. The viscerally striking space hits all the senses brilliantly—as it should.

A wooden wall at Softville NYC featuring a recessed shelf with colorful, stylized character figurines above a built-in bench
Wooden booths at Softville NYC with tables arranged in front of three framed abstract art prints and a large pink cartoon-style sculpture
A server in a pink shirt scoops food from a counter at Softville NYC, filled with colorful, character-shaped bowls labeled with flavor names
A cross-section of a Softville NYC layered dessert featuring soft-serve ice cream, fruit filling, and meringue
A swirl of Softville NYC soft-serve ice cream topped with chocolate syrup and two churros in a pink cup with a googly eye design
Shelves in a Softville NYC store display character-themed boxes, ceramics, illustrated prints, and branded apparel