Premium Mario Gelateria Shinjuku isetan ten

A gelato case inside Isetan Shinjuku

The case comes first: a line-up of handmade Italian-style gelato made by a gelato maestro, built on rare-value ingredients, rich formulations and generous fruit. Premium MarioGelateria is the upmarket line within the wider Mario Gelateria family, sold only through Isetan in Tokyo, with the Shinjuku counter and Isetan Tachikawa making up the physical shops. That exclusivity sets the tone. This is not a neighbourhood ice cream parlour but a polished sweets counter for shoppers after a refined treat or a dessert to take home, closer to a premium depachika stand in how it works and what it expects of you. The counter sits among the sweets halls, which is exactly where its logic makes sense.

A counter built for choosing fast

The guest journey centres on counter selection. Customers choose from the line-up, decide how many flavours they want, and order in standardised cup formats, from a mini cup with one flavour up to larger sizes carrying two, three or four. The system suits a single focused scoop and a comparative tasting equally well, and it stays quick, visual and flavour-led rather than built around table service or plated dessert. Takeaway is a full part of the operation, with formats for one flavour or four plus cool bags, carry bags and dry ice for transport. That makes it useful for Isetan shoppers who want dessert later, a gift for family or friends, or something to carry home with the rest of the day's purchases.

Start with the signature flavours

Premium Green Pistachio is the clearest starting point, identified by the house as its most popular flavour. From there the range opens out. Tahiti Vanilla and Premium Chocolate hold the classic premium ground, while Berry Strawberry and Mikan Kiyomi Mango carry the fruit-driven side. Quattro Formaggi, Sicilian Salt, Caramel Café, Cassis Peach and Earl Grey Chocolate Chip push into cheese, salt, coffee, tea and chocolate. Plant-based gelato is significant rather than token: development began in 2017, and dairy-free and egg-free choices are marked PB, among them Cassis Peach, Earl Grey Chocolate Chip, Shio Lemon Lime Lemon and Matcha. Matcha (PB) is made only for the Shinjuku shop, while Rum Raisin (PB) belongs to Tachikawa, so a three-flavour cup of pistachio, Tahiti Vanilla and Matcha (PB) covers the flagship, the classic and the branch-only piece in a single order.