Though we New Yorkers like to stay loyal to Mister Softee, Sammontana, Italy’s most iconic gelato brand, is helping us cool down this July with a celebration of all things summer, sunshine, and gelato!
On Sunday, July 20th, Sammontana will take over Madison Square Park to celebrate its official U.S. debut–fitting as that day just so happens to be National Ice Cream Day! The one day only event will be complete with free gelato, exclusive merch giveaways, and a ribbon-cutting ceremony to launch the brand’s new “Gelati All’Ombra” installation, which features 27 custom umbrellas bringing a splash of Mediterranean color (and much-needed shade) to NYC.
From 12:30 to 2 pm, New Yorkers in need of cooling down can head to the Sammontana cart for free scoops of the brand’s signature Italian flavors, including:
- Pistachio
- Almond Brittle
- Salted Caramel
Plus, lucky visitors will also have a chance to win exclusive Italian-summer merch, from branded beach totes to oversized pool floats, via the brand’s “Fortune Wheel.”
If you’re unfamiliar with the Sammontana brand, it has deep NYC ties. In the 1980s, the Bagnoli family, founders of Sammontana, traveled to NYC to meet Milton Glaser, then fresh off creating the iconic “I ❤ NY” logo. They asked Glaser to reimagine the Sammontana identity, and the result was the brand’s iconic logo of a gelato cone licking its lips. Now, four decades later, that same smile is returning to the city that first inspired it.
If you can’t make it to the event, the good news is there will be more where that came from, as it’s just the start of a season-long partnership with Madison Square Park Conservancy.
The park will host Sammontana at additional pop-ups throughout the summer, serving free samples to the public, as well as introduce a new “Sammontana Sundays” tradition with complimentary scoops for MSPC members.
Beyond Madison Square Park, the company will debut in all Eataly North America locations starting in July, starting with a full takeover of Eataly Flatiron. The activation includes a branded gelato kiosk, a custom patio menu, and immersive brand experiences designed to transport New Yorkers into an Italian piazza.
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.
🗓 Sunday, July 20th
📍 Madison Square Park
⏰ 12:30 – 2 pm