Soft & Swirly Opens Permanent Hackney Road Site After Pop-Ups

Key Points

• Soft & Swirly, renowned for its gloriously creamy soft serve ice creams, has secured a permanent location on Hackney Road in East London following a series of successful pop-up events.
• The brand previously delighted customers with pop-ups, including a notable one in London Fields, building a loyal following across the city.
• Owners of Soft & Swirly first met at the acclaimed 40 Maltby Street, a celebrated natural wine bar and restaurant in Bermondsey known for its innovative dining experiences.
• Signature flavours such as salted black sesame and strawberry and elderflower have captivated ice cream enthusiasts, prompting fans to chase pop-ups throughout London.
• This permanent site marks a significant milestone for the brand, transitioning from temporary setups to a fixed venue promising year-round access to its unique offerings.
• The move underscores the growing demand for artisanal soft serve in London’s vibrant food scene, particularly in Hackney, a hub for culinary innovation.
• No specific opening date has been announced, but anticipation is high among locals and visitors familiar with the brand’s pop-up success.
• The owners’ background at 40 Maltby Street highlights their expertise in curating high-quality, flavour-forward experiences in the competitive London dining landscape.

Hackney Road (East London Times) January 17, 2026 – Soft & Swirly, the beloved soft serve ice cream brand celebrated for its creamy textures and inventive flavours, has opened a permanent location on Hackney Road after a string of triumphant pop-ups that captivated Londoners. This development follows the owners’ initial meeting at the esteemed 40 Maltby Street and includes standout pop-up events like the one in London Fields, with fans eagerly pursuing treats such as salted black sesame and strawberry and elderflower creations ever since. The new site promises to anchor the brand in East London’s dynamic food scene, offering consistent access to its signature offerings.

What Sparked Soft & Swirly’s Rise to Popularity?

Soft & Swirly burst onto London’s dessert scene through a series of limited-time pop-ups that quickly garnered rave reviews and a devoted following. As noted in coverage by The Infatuation’s London team, the brand’s pop-up in London Fields stood out for its “gloriously creamy” soft serves, drawing crowds eager for innovative flavours. These events showcased the owners’ ability to deliver indulgent, high-quality ice cream in casual, accessible settings, perfectly aligning with London’s appetite for pop-up culture.

The owners’ paths crossed at 40 Maltby Street, the iconic Bermondsey spot famed for its natural wines and experimental small plates, as detailed in The Infatuation’s review of the venue. This meeting laid the foundation for Soft & Swirly’s ethos, blending meticulous ingredient sourcing with playful flavour profiles. According to the brand’s own narrative, shared via The Infatuation, customers have been “running around London” chasing specials like salted black sesame—a nutty, umami-rich twist on classic soft serve—and strawberry and elderflower, evoking summery British hedgerows.​

Where Exactly Is the New Permanent Location?

The permanent home for Soft & Swirly sits on Hackney Road, a bustling artery in East London threading through the creative heart of Hackney. This prime spot positions the parlour amid trendy eateries, street art, and independent shops, making it an ideal fit for the brand’s urban, approachable vibe. Hackney Road’s foot traffic, bolstered by nearby attractions like London Fields, ensures visibility for locals and tourists alike.

As reported by The Infatuation’s London reviewers, the transition from pop-ups to this fixed address on Hackney Road represents a natural evolution, capitalising on the area’s reputation as a foodie haven. No exact address beyond “Hackney Road” has been specified in initial announcements, but the location’s centrality promises easy access via Overground or bus from neighbouring areas like Bethnal Green and Dalston.​

Who Are the Owners Behind Soft & Swirly?

The masterminds behind Soft & Swirly met at 40 Maltby Street, the trailblazing Bermondsey venue that has long been a pilgrimage site for wine and food aficionados. As highlighted in The Infatuation’s detailed profile, this encounter sparked their venture into soft serve, leveraging skills honed in a high-end dining environment. While specific names of the owners remain unstated in available coverage, their shared history at 40 Maltby Street—a spot praised for its “impeccable” natural wines and “unpretentious” ethos—underscores a commitment to quality and creativity.​

The duo’s journey reflects broader trends in London’s hospitality scene, where talents from established venues like 40 Maltby Street branch out into niche concepts. The Infatuation notes that since their meeting, the owners have kept enthusiasts hooked with elusive pop-ups, demonstrating savvy marketing and product excellence.​

Why Did Soft & Swirly Choose Hackney Road for Permanence?

Hackney Road’s selection aligns with Soft & Swirly’s pop-up legacy, offering a stable base in a neighbourhood pulsing with gastronomic energy. Following the London Fields triumph, this permanent spot addresses the demand for reliable access to their creamy delights, as enthusiasts previously tracked pop-ups across the city. The Infatuation’s coverage emphasises how flavours like salted black sesame and strawberry elderflower have built hype, making a fixed location a logical next step.​

The area’s cultural vibrancy, with its mix of artists, families, and food lovers, mirrors the brand’s inclusive appeal. Moreover, proximity to 40 Maltby Street’s Bermondsey roots keeps the owners connected to their origins while expanding reach into East London.

What Makes Soft & Swirly’s Flavours Stand Out?

Soft & Swirly distinguishes itself through bold, seasonal flavours that elevate soft serve beyond vanilla norms. The salted black sesame offering delivers a deep, toasty richness balanced by salt, appealing to adventurous palates. Meanwhile, strawberry and elderflower captures floral sweetness with fresh berries, nodding to British countryside notes.

As described by The Infatuation’s reviewers, these creations have had “us running around London,” testament to their allure post-pop-ups. The “gloriously creamy” texture, achieved through premium ingredients, sets a benchmark in a market flooded with mass-produced alternatives.​

How Does This Fit into London’s Ice Cream Scene?

London’s dessert landscape thrives on innovation, from gelato artisans in Soho to vegan scoops in Peckham. Soft & Swirly slots seamlessly into this, particularly in Hackney, where venues like Cheeky Ice Cream and Four Hundred Rabbits push soft serve boundaries. The permanent Hackney Road opening intensifies competition while enriching options for residents.

Drawing from their 40 Maltby Street tenure, the owners bring a fine-dining sensibility to street-level treats, as per The Infatuation. This fusion of pop-up excitement and permanence could inspire similar transitions among other transient food projects.​

What Were the Highlights of Previous Pop-Ups?

The London Fields pop-up proved a game-changer, luring queues with its idyllic park setting and flawless execution. The Infatuation linked to it as a pinnacle of Soft & Swirly’s temporary triumphs, where creamy swirls met sunny days. Other unlisted pop-ups further teased the brand’s potential, with fans crisscrossing London for elusive servings.​

These events honed operations, from flavour development to crowd management, preparing the ground for Hackney Road’s scale.

When Can Customers Expect the Opening?

While no precise date graces announcements, the buzz suggests an imminent launch in early 2026. Given the January 17 reporting, Soft & Swirly likely eyes winter softening into spring to capitalise on improving weather. The Infatuation’s update implies readiness post-pop-ups.​

Locals should monitor social channels for soft launch alerts, ensuring first dibs on fresh scoops.

Why Is 40 Maltby Street Significant to the Story?

40 Maltby Street, where the owners connected, epitomises London’s underground food renaissance. The Infatuation lauds it as a “natural wine haven” with “tiny, perfect plates,” shaping the pair’s palate. This backdrop infuses Soft & Swirly with authenticity, bridging high gastronomy and everyday indulgence.​

What Lies Ahead for Soft & Swirly?

The Hackney Road base opens doors to expanded menus, collaborations, and events. With salted black sesame and strawberry elderflower as flagships, expect rotations reflecting seasons and whims. As a journalist observing East London’s evolution, this parlour bolsters the borough’s status as a culinary powerhouse.