2024 is a significant year for Soban Gelateria in Valenza (Alessandria), as it marks the 100th anniversary since its founding.
A century of success, rooted in the Val di Zoldo gelato tradition, known as the "Valley of Gelatieri" in the Belluno Dolomites, the homeland of the families that have shaped the story of this renowned gelateria.
To celebrate this important milestone, Soban has decided to treat itself to a complete renovation, creating a fresh new look designed by Orion from the Clabo Group. The core of the design, overseen by architects Pacini and Baronio, is to showcase the full range of offerings that now define this artisan shop, all while looking toward the future without ever losing sight of its product philosophy encapsulated in the slogan "Naturally Good."
The Mixology Gelateria
With the new décor, the mixology and beverage selection has been expanded, now available in the spacious outdoor summer terrace.
The choice behind the nearly 100 gin labels and dozens of whiskeys, craft liqueurs, spirits, craft beers, and soft drinks mirrors the approach to gelato production: careful selection of the best producers, aimed at enhancing local territories and introducing special, unique products.
Particularly successful is the Gin Tonic offering, where carefully selected tonics are paired with each gin distillate, complemented by fresh garnishes (lemons, limes, oranges, etc.), all ingredients used in the gelato production.
The beverage section has seamlessly integrated into the classic gelateria, appealing to both traditional and new customers, extending its reach to a broader audience by offering an alternative to classic consumption venues.
"With this new format, we’ve welcomed back some of the youngsters who grew up enjoying our gelato, but who had since moved on to other places. We’ve also seen families with kids, who continue to enjoy a scoop or cone in the terrace, while their parents indulge in a gin tonic or cocktail," says Andrea Soban. "Our place offers the perfect 'combo' because it allows even younger customers—who may not frequent cocktail bars anymore—to enjoy more adult-oriented drinks."
The expansive display walls were carefully designed to highlight the extensive selection of spirits and showcase seasonal chocolates, desserts, and yeasted pastries, such as panettone and colombe (traditional Easter breads), all crafted by the Soban family in their state-of-the-art workshops in recent seasons. These products have earned great appreciation from customers over the past few years.
The investment in digital signage has also been key, with four screens installed to showcase the wide range of offerings available to customers.
Classic Gelateria Offerings
Soban gelato is of Venetian school tradition, known for its expert use of vanilla beans, fresh farm eggs, and the finest ingredients, as well as fresh fruit for sorbets and ices.
There are three display cases showcasing their "gelato-pastry" range, including cakes, semifreddos, single-serve portions, and covered ice creams, which have always been a staple of Soban’s menu.
After 40 years of having gelato displayed in open cases, gelato is now stored in closed, glycol-cooled cabinets, aiming for a reduced environmental impact through more energy-efficient solutions powered by green energy from renewable sources in the Dolomites.
Other offerings include soft-serve yogurt, served with seasonal fresh fruit, and traditional Sicilian granita, made with manual churners, honoring age-old techniques. These modern proposals are housed in a glass display case for customers to view, symbolizing a modern yet nostalgic approach to gelato.
The History of Gelateria Soban in Valenza since 1924
Soban Gelateria was founded in 1924 by the Traiber family, later taken over by the Pieruz family and then the Soban family in 1977, all originating from Val di Zoldo, the "Valley of Gelatieri" in the Belluno Dolomites.
Soban has always kept pace with the evolution of the gelato world, often ahead of trends and innovations. It started with the gondola-shaped cart (a clear homage to Venetian origins), an early form of street food that in the post-war period began serving piazzas and villages in the area.
The first major renovation took place in 1982, introducing the open-display system, replacing the traditional ceramic containers in ice cream tubs. This was followed by the creation of a seating area to offer traditional gelato and desserts at the table.
In the 1990s, the seating was removed, and the focus shifted to takeaway gelato, designed to be enjoyed while walking or at home.
In 2020, the COVID-19 pandemic led to a rethinking of the gelateria’s concept, reintroducing the outdoor terrace and emphasizing mixology.
Today, the Soban family, along with their Valenza location, operates two more shops in the center of Alessandria.
The Soban Family Legacy
The Soban family’s professional journey has been recognized with numerous awards, including the Three Cones (the highest rating) from the Gambero Rosso Gelato Guide since its first edition, inclusion in the Identità Golose Guide, top rankings in the Top50 Italy list, Dissapore's Best Gelaterias in Italy, the Golosario Award in 2012, and the Botteghe del Golosario Award in 2016, among others.
In 2023, they were awarded the 27th Maestri Gelatieri Prize by the Longarone Gelato Expo (BL).
Andrea Soban has been honored with the prestigious MAM (Master of Art and Craft) title by the Cologni Foundation and has won numerous gelato competitions. He was named Gelatiere of the Year in 2017 by a jury of 100 top Italian gelato makers and Best Gelatiere in Italy in 2013.
Today, he is a judge in international competitions and the author of professional books such as Progetto Gelato, Making Italian Gelato (Italian and English editions), Avanguardia Gelato, and Gelato in 101 Questions, all published by Italian Gourmet.