In the 40s, at Colonia Condesa in Mexico City, the first Roxy ice cream parlor was born. The shop style was inspired in the architecture of the emblematic Roxy cinema theater and the Art Deco of that time. The desire of the family —owner of the business— was to bring back the soda-fountain style that, either for longing or curiosity, will spark some interest to visit it.

The biggest challenge was to reinvent the Historical Center branch, without losing the spirit of the original ice cream parlor to transform it with a contemporary ambiance. Being a family business, the work was done teaming up with its members and answering to their desires, managing to hold Roxy´s defining essence in an adventurous way.