In Ipanema, SOFT Ice Cream makes artisanal soft serve to order, with signature recipes and its own cone, 15 minutes from Arpoador.
Set on one of Rio’s busiest and most iconic corridors, the Ipanema shop (Rua Visconde de Pirajá, 188) sits in an area shaped by the beach, tourism, dining, and cultural consumption. The brand’s presence follows the neighborhood’s pace, weaving ice cream into the city’s everyday flow.
SOFT’s model combines artisanal production, original recipes, in-house technology, and consistent branding, supported by a structured expansion focused on customer experience. The ice cream is made on the spot: technology developed internally turns an artisanal base into soft serve at the moment of purchase, keeping freshness and texture.
A key element is the cone, developed by the brand and kept at the center of the experience. Together, these choices reinforce SOFT’s signature of authenticity, careful execution, and reliable quality.
A focused menu with signature flavors
The menu stays compact and carefully edited. Permanent flavors include pistachio, salted caramel, and yogurt, which have become staples for regulars. The lineup also features original creations such as Dubai Bueno and BisCrush, plus special desserts and milkshakes.
Throughout the year, the brand runs its popular “swap” rotation, switching between red-fruit and yellow-fruit options that fans look forward to. January brings a seasonal release: Caipisoft, a refreshing blend of red fruits and cachaça designed for peak summer.
“SOFT connects naturally with Rio de Janeiro. Being here reinforces what the brand believes in: heat, street life, lightness, and a simple, enjoyable way to live the day. Our location translates that carioca lifestyle, where ice cream stops being just dessert and becomes a pause, a meet-up, a refreshment in the middle of the routine. We work with artisanal ice cream, real ingredients, and a strong aesthetic approach, because for us the product is only the beginning. SOFT is experience, sensoriality, and branding applied to everyday life, in an accessible and genuine way,” says Matheus Krauze, founder of SOFT Ice Cream.
Summer and Carnival boost demand
The shop becomes especially relevant during summer and Carnival thanks to its strategic location and product profile. As foot traffic rises between the beach, shopping streets, and meeting points, SOFT positions itself as an option tied to the season and to urban routines.
The artisanal ice cream, the proprietary cone, staple flavors, and seasonal creations keep pace with the neighborhood’s flow. The format works for quick stops as well as breaks between plans, matching the rhythm of summer in Rio.
Founded in 2020
Founded in 2020, SOFT Ice Cream has become a reference for artisanal ice cream in Brazil. The network operates in Curitiba (PR), Ponta Grossa (PR), Londrina (PR), Guaratuba (PR), Balneário Camboriú (SC), Florianópolis (SC), Porto Alegre (RS), Sinop (MT), Ubatuba (SP), Uberlândia (MG), São Paulo (SP), Rio de Janeiro (RJ), and Goiânia (GO).
For hours, activations, and addresses, visit Instagram: https://instagram.com/soft.icecream.co and the website: https://www.softicecream.com.br/
