Ice cream is getting Disney World treatment.
The Museum of Ice Cream, the pop-up food art exhibit dedicated to summer’s favorite frozen dessert, will become a permanent fixture in New York City Saturday, its second permanent flagship in the U.S., with plans for global expansion. The New York City location will be at 558 Broadway in Lower Manhattan.
When the Museum of Ice Cream opened as a pop-up in New York in 2016 complete with a sprinkles pool (fake sprinkles that is) and edible ice cream cone art, it sold 300,000 tickets priced at $18 each in just five days within its opening. Since then, it moved to the West Coast, with tickets selling out in less than 90 minutes. People have traveled from 80 countries around the world, from China to Denmark, to get an Instagram moment with the museum’s interactive exhibits.
Now, the MOIC is valued at $200 million as it continues to broaden its offerings in the food and retail space. The start-up raised $40 million in August. The concept of building a sensory experience has prompted a number of other food-centric popups to follow its sweet success with similar business models. The recipe is providing a nostalgic experience and expanding its retail presence and partnerships, Manish Vora, who co-founded the business with Maryellen […]
