Giuseppino Ices on Hay Hill to rebrand as Joe's Ices

Giuseppino Ices is preparing to relocate into a new hatch on Hay Hill, which recently reopened after a £3.2m redevelopment project.

The ice cream stall was initially left in an awkward position when it was partly fenced in by works before being moved to its current location on the corner of the hill. 

New proposals lodged with Norwich City Council show the ice cream business is set for a rebrand ahead of its planned relocation into a larger timber-clad building.

Giuseppino Ices has applied for permission to display new 'Joe's Place' branding on the hatch, which will serve ice cream, coffees and other drinks. 

Giuseppino Ices next to its future home in Hay Hill (Image: Eleanor Storey) The Hay Hill project was due to be completed earlier this year but was repeatedly delayed due to disputes between City Hall and the contractors, Tarmac. The project includes improved seating, better-designed steps and a fountain. 

Leader of the council Mike Stonard said it had to ask Tarmac to fix the fountain when it began leaking shortly after construction, and criticised "substandard work" completed by the contractors. 

READ MORE: 'Our biggest event ever' - Christmas market returning with 120 stalls

The new Joe's Place branding (Image: Submitted) He claimed the project had also been impacted by supply chain issues, such as delays with the shipping of specialist stonework from Portugal.

Giuseppino Ices, which is currently based in a temporary pink and white kiosk, had planned to move into its new permanent home this summer - but was also hit by these setbacks.

Joseph Gray, who runs Giuseppino Ices (Image: Sonya Duncan) However, the new plans lodged with the city council show the business still intends to take up the permanent kiosk in the near future.

This structure was designed in discussion with the owner of Giuseppino Ices, Joseph Gray, to make it an integral feature of the redesigned public open space.