10Below Ice Cream, widely credited with spreading the Thai rolled ice cream craze to the East Coast from a modest shop in New York City's Chinatown, has signed a lease for its first site outside of New York.
In 60 to 90 days, if all goes to plan, 10Below will be selling out of 42 S. 17th St., in a ground-floor space across from the Ruby Tuesday's at Liberty Place. (It's the former nail salon next to Jimmy John's and two doors from MeltKraft.
Thai rolled ice cream, which arrived on the East Coast in 2015, is a more basic spin on the Cold Stone Creamery shtick. Where Cold Stone workers use a premade ice cream base to create ice cream, the Thai shops pour crème anglaise or similar milk-based liquid onto a super-chilled metal plate and then roll and scrape the dessert, mixing in flavors and toppings.
Such shops have sprung up locally, particularly in Chinatown.
10Below has four New York locations, and is hunting for more stores in the Washington, D.C., area, Miami, Chicago, and Los Angeles as well as more in Manhattan, said Eastern Consolidated's Jeff Geoghegan, who reps the chain with Greg Goldberg.