New Hot Spot: Unframed Ice Cream

INTERVIEWED BY Lindi Brownell Meiring IMAGES Katharine Jacobs

There’s a new ice cream store in town and it’s got everybody talking… and for good reason.

With flavours like Dirty Sea Salt Caramel, Vegan Chocolate and Peanut Butter, to name but a few, it’s difficult to resist. Having just opened on Cape Town’s Kloof Street, the space is simple in terms of design, but owner Yann Rey has big plans. Here, we chat to him to find out more.

What made you decide to open an ice cream bar?

Primarily, my addiction to ice cream, let’s be honest. Then we saw a gap in the market. It’s an industry where most people are cutting corners, so I think there’s a lot of space for innovation… and as in all industries, there will always be space for top quality products. This has been the base line from day one: to offer people the best ice cream experience possible, and to be different.

What is the concept behind the space?

The briefing was pretty simple. It had to be beautiful and functional, which is pretty much what good design is all about. We had limited space to work with, so we’ve put in a lot of work to get the most out of it. 

We also wanted people to be able to witness what happens in the back, which is hardly ever the case in ice cream parlours (for a reason). We have nothing to hide. We make artisanal ice cream from the best products we can find. And, just as you might think, it’s a lot of fun to churn ice cream, so why not show it? Again, it adds to the experience for our customers. 

What plans do you have for the space design-wise?

The design and branding speaks to the brand and our product. Elegant, subtle, and in motion. We are going to play a lot with it. Up next is outdoor seating. We are just getting started on this. And (hopefully) later this year, we will add a pretty rad piece to the puzzle, that will allow us to venture out of our base… stay tuned! 

We’ve got to know – which flavours are your favourites?

I love my classics. Raspberry sorbet. Hazelnut ice cream. I mean, that’s just to mention a couple. I really have a severe addiction to good ice cream.

OK, here’s a cool head’s up: ?#LifeUnframed just upped its game in (street) style with our brand new ice cream side car: a built-in freezer mounted on a 1964 refurbished @vespa_official serves up all of your favorite flavours. Available for private event hire, markets, and festival bookings. Christmas came early @LifeUnframed. Reach out for deets! ? icecream@lifeunframed.co.za #thefutureismobile

A photo posted by Unframed Ice Cream (@lifeunframed) on Dec 14, 2016 at 5:21am PST

Keep up to date with what’s happening at Unframed Ice Cream on their website, Facebook page or follow them on Instagram. You’ll find the store at 45C Kloof Street, Cape Town. It’s open Monday to Sunday from 11am until 11pm. Contact 062 601 0287 or email icecream@unframed.co.za for more information.