Asthetíque

Last December, Ice Scream opened at the Mall at Bay Plaza, giving the Bronx its first liquid nitrogen ice cream parlor. In addition to serving up futuristic frozen treats, the shop provides a fun and relaxing rest stop in between shopping. Founded by New Yorker Julien Albertini and Alina Pimkina, from Moscow, interior design firm Asthetíque specializes in luxury hospitality and residential design. Although developing a brand for a family business tailored to children was a totally new concept for Julien and Alina, the duo took on the design for Ice Scream and came up with a concept that "benefits society and makes peoples’ lives and businesses more beautiful and functional," according to the designers. Inspired by the 1980s Memphis design movement, Asthetíque has created a space for guests to have “plenty of Instagrammable moments.” From the ceiling's coordinated light show to the fun mantras written in neon script throughout the 24-seat store (ie: "Ice Scream is better than therapy" and "Count your sprinkles, not your problems"), Ice Scream's design not only provides a spot for families to make memories, but as a declaration that the "Bronx can contribute to the world of design." For its innovative and playful ice cream parlor design, Asthetíque was a winner in the 46th annual IIDA Interior Design Competition this year. Ahead, see inside the eye-catching ice cream parlor and hear from Julien and Alina on the brand development process.
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