This summer, Gucci is sweetening the season with a whimsical twist on luxury—a soft serve cart stationed outside its East Hampton boutique, blending high fashion with playful indulgence. The vibrant cart, wrapped in a sun-soaked marigold yellow by experiential design studio Harlequin, is a standout sight against the chic backdrop of Newtown Lane.
The cart isn’t just eye candy. Gucci has partnered with Jon & Vinny’s, the cult-favorite Los Angeles eatery, to serve two refreshing soft serve flavors: Eureka Lemon, offering a tart, citrusy punch, and Tahiti Vanilla, a rich, creamy classic. It’s a West Coast flavor drop with East Coast flair—an unexpected treat that perfectly captures Gucci’s spirited approach to modern luxury.
The experience is more than just a dessert stop—it’s a brand moment. Guests can enjoy their cones on the go while browsing Gucci’s summer collections or lounging in the Hamptons sun. The cart’s custom Harlequin design, with its cheerful hue and minimal detailing, feels straight out of a dream sequence in an Italian summer film.
This soft serve activation continues Gucci’s tradition of creating unexpected touchpoints that blur the lines between fashion, food, and culture. It’s luxe, lighthearted, and undeniably delicious—just the way summer in the Hamptons should be.
