A beloved ice cream business in the heart of Norwich is set to undergo a major transformation as it relocates to a permanent site within the city’s newly redesigned Hay Hill square. Joe’s Place, formerly known as Giuseppino Ices, will leave its temporary kiosk and move into a larger, timber-clad building at the same location.
Plans for the new structure, including signage and awnings to adorn the business’ service hatch, were approved by Norwich City Council last month, marking a significant step in the redevelopment of the area. The kiosk, which has become a fixture on Hay Hill, will now be a permanent part of the public space, following extensive discussions between the business owners and the design team responsible for the square’s renovation.
A planning statement highlights the kiosk’s popularity with locals and visitors alike, stating that its presence was an important aspect of the square’s redevelopment. “The use of a kiosk on Hay Hill is well established and was referenced as something that users of Hay Hill valued as an independent offer within the city,” the statement reads. The new design will integrate the kiosk seamlessly into the broader redevelopment, ensuring it remains a central feature of the revamped square.
Joe’s Place had originally planned to move into its new permanent home during the summer. However, delays in the £3.2 million redevelopment project, including complications with the construction of a new water feature, pushed back the timeline. Since the square reopened in the autumn, issues with the water feature, including leaks, have delayed final work. Norwich City Council leader Mike Stonard has pointed to “substandard work” by contractors Tarmac, who were tasked with the fountain’s construction, and noted that supply chain disruptions, including delays in the delivery of specialist stone from Portugal, further hindered progress.
The ice cream kiosk faced additional challenges during the early stages of the square’s renovation when it was partly fenced off after work began in April 2023. Despite these setbacks, the move to a permanent location is now on track and is expected to enhance both the business and the newly revitalized public space.
For many, Joe’s Place remains a cherished destination for a sweet treat, and its permanent presence in Hay Hill is a welcome development for the city centre.
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