The SoHo Shakeup: From Ashes to Joe & The Juice
SoHo’s iconic corner at S. Howard and Morrison is back. Silenced since the 2024 fire, the former Fresh Kitchen site is officially being revitalized as the first Tampa location for globally recognized Joe & The Juice. This major lifestyle brand is betting big on South Tampa’s signature walkability, closing a painful chapter and launching the neighborhood's next era of refinement.
- Published: 2026-04-07
- By: Visit South Tampa
- Category: Local News
The silence at the crucial corner of South Howard and Morrison Avenues is finally breaking, and the news is an absolutely perfect fit for the energetic pulse of South Tampa’s iconic "SoHo" District.
For nearly two years, since the devastating 2024 fire that silenced the former Fresh Kitchen site, neighbors and foodies alike have speculated on what could possibly replace such a beloved neighborhood staple. Rumors swirled, developers circled, but the prominent space remained quiet-a gap in the fabric of South Tampa's most vibrant, walkable corridor.
That changes now.
It’s official: The Revitalization of S. Howard and Morrison is underway. The site is being transformed to welcome the very first Tampa location of the globally recognized, lifestyle-focused Danish brand, Joe & The Juice.
This isn't just a new storefront; it is a massive vote of confidence in South Tampa. While larger scale commercial density is moving toward Westshore, and downtown Tampa is defining high-rise urbanism, this deal proves that lifestyle -specifically the hyper-local, walkable, "see and be seen" energy of SoHo-is still a premium asset for international brands.
Joe & The Juice (founded in Copenhagen and known for its high-energy atmosphere, organic juices, healthy sandwiches, and coffee) chooses its locations meticulously. They seek areas where foot traffic is high, the average resident is active and health-conscious, and the neighborhood vibe aligns with their curated, upbeat aesthetic.
By securing this prime SoHo corner, they aren't just opening a shop; they are embedding themselves in the social routine of South Tampa.
The site at Howard and Morrison is more than real estate; it’s a landmark. Its position at a primary intersection makes it a visual anchor for the entire neighborhood. The 2024 fire left a noticeable absence, disrupting the continuity of the street scene.
The revitalization plan (led by the same ownership group that brought FK to SoHo originally) is designed to respect the historic texture of South Tampa while introducing Joe’s sleek, modern Danish design. The new building will restore the street-front presence that was lost, reintegrating the corner into the active, pedestrian environment.