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New York knows how to do ice cream—the best ice cream shops in NYC are delicious, frosty proof. But when it comes to creamy, dreamy gelato, we've got to give it up to our cugini over in Italy. And for one day only, one of the most acclaimed gelato brands from the Boot is coming to the Big Apple to give our frozen-dessert scene a much-welcome kick.
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On Sunday, July 20th (which just so happens to be National Ice Cream Day, fittingly), Italy's largest gelato company Sammontana will take over Madison Square Park to celebrate its official U.S. debut, and they're doing so with free scoops of some of their most famous flavors (including Pistachio, Almond Brittle, and Salted Caramel).
From 12:30 p.m. to 2 p.m., the one-day-only event will offer gratis gelato, exclusive merch giveaways (such as oversized pool floats and beach totes via the brand’s “Fortune Wheel”) and a ribbon-cutting ceremony for the brand's new “Gelati All’Ombra” installation, which features 27 custom umbrellas for Mediterranean beach-club vibes and much-welcome shade in the park.
The July 20th event is but one segment of a season-long partnership between Sammontana and the Madison Square Park Conservancy, who will host the Italian brand at additional pop-ups throughout the summer, including a free-to-the-public gelato cart at Carnegie Hall's summer concerts on July 9, 16 and 23. The park will also introduce a new “Sammontana Sundays” tradition with complimentary scoops for MSPC members.
Of the ongoing partnership, Alberto Paderi, President & CEO of the U.S. subsidiary, stated: "We are honored to partner with Madison Square Park Conservancy to mark this important chapter in Sammontana’s journey. New York is the city that gave us our smile. Bringing it back, in such an iconic space, surrounded by culture and community, is an emotional and symbolic moment for us. It’s not just about serving gelato, it’s about creating moments of joy, the kind that stay with you."
And beyond Madison Square Park, the company will debut in all Eataly North America locations starting in July, led by a full takeover of Eataly's Flatiron flagship. The activation includes a branded gelato kiosk, a custom patio menu, and immersive brand experiences designed to transport New Yorkers into an Italian piazza.