Museum of Ice Cream

Museum of Ice Cream is a company that develops and operates interactive retail experiences, or "selfie museums", in the United States and Singapore. These exhibits, typically hosted in storefronts, are ice-cream and candy-themed, with bright colors. The exhibits serve as backdrops for selfies, and the posts made by visitors to Instagram and other social media sites have served to promote the company's offerings.

Museum of Ice Cream
The San Francisco location before its closure
Established2016
TypePop-up exhibition
Visitors500,000 (November 2017)
DirectorMaryellis Bunn (cofounder), Manish Vora (cofounder)
Websitewww.museumoficecream.com

History

The company was founded by Maryellis Bunn and Manish Vora.[1] Its first location, a pop-up, opened in the Meatpacking District of New York City in 2016. Bunn and Vora initially self-funded the company. Bunn drew inspiration for the company from her perspective on American retail and traditional museums, which she has respectively referred to as a "dead industry" and "archaic".[1] Despite positioning themselves as an alternative to more traditional institutions, the company does not produce "museums" as such;[2][3] writers have described the locations as "...[playgrounds] with no age [limits]" and as an "interactive multi-sensory exhibit".[4] Bunn has stated she regrets using the term "museum" and now prefers the portmanteau "experiums" to describe the company's offerings.[5]

The success of the first pop-up and subsequent locations inspired the establishment of other experience-focused companies, such as the Museum of Pizza, Cado, and Rosé Mansion.[1][3] Target began selling pints of Museum of Ice Cream ice cream in 2018.[6] Flavors included "Piñata" and "Sprinkle Pool". As of 2020, Target no longer sells Museum of Ice Cream products.[7] The Museum of Ice Cream also produced a makeup line for Sephora.[8]

The organization and its founders, Maryellis Bunn and Manish Vora, have been criticized for creating and fostering a hostile work environment.[9] It has also been alleged that workers were denied bathroom breaks during 8-hour shifts.[10]

On 7 April 2021, the Singapore Tourism Board announced that Museum of Ice Cream will be opening its first overseas location in Singapore's Dempsey district in August 2021. A total of 14 exclusive installations will be featured.[11][12] During the official launch on 12 April, details of the exhibits were revealed, including a "Dragon Playground", a jungle with bananas and the largest sprinkle pool of any MOIC. There will also be ice-cream tasting as well.[13][14] The Museum of Ice Cream opened in Singapore on 19 August 2021.[15]

Locations
CityDatesLocation
SoHo, ManhattanDecember 2019 –558 Broadway, New York, NY, 10012
Austin August 2021 – 11506 Century Oaks Terrace, #128,

Austin, TX 78758

Pittsburgh January 2023 600 Fifth Avenue, Pittsburgh, PA 15222
Chicago July 2022 – 435 Michigan Ave Suite G, Chicago, IL 60611
Singapore August 2021 – 100 Loewen Road, Dempsey,

Singapore 248837

Shanghai July 2022 – 500 Dongyu Road, Unit W-L2-04, Taikoo Li Qiantan,

Shanghai 200126

See also

References
  1. Wiener, Anna (2 October 2017). "The Millennial Walt Disney". New York Magazine. Retrieved 9 July 2020.
  2. Guse, Clayton (7 June 2018). "Stop saying the Museum of Ice Cream is cool". TimeOut. Retrieved 9 July 2020.
  3. McCormick, Emily (15 August 2018). "What If the Museum of Ice Cream Is the Future of Retail?". Bloomberg Businessweek. Retrieved 9 July 2020.
  4. Silman, Anna (21 February 2020). "Could You Survive a Day at the Museum of Ice Cream With No Phone?". The Cut. Retrieved 9 July 2020.
  5. Cao, Sissi (9 October 2019). "Everything You Think You Know About the Museum of Ice Cream Is Wrong: Interview With CEO". Observer. Retrieved 16 July 2020.
  6. Kelso, Alicia (11 June 2018). "Target scoops up exclusive partnership with Museum of Ice Cream". FoodDive. Retrieved 16 July 2020.
  7. Wilson, Alexandra; McGrath, Maggie (2 July 2020). "The Meltdown at the Museum of Ice Cream". Forbes. Retrieved 9 July 2020.
  8. Roof, Katie (14 April 2019). "Museum of Ice Cream Valued at $200 Million". The Wall Street Journal. Retrieved 16 July 2020.
  9. Reynolds, Megan (2 July 2020). "Unsurprisingly the Museum of Ice Cream Seems Like a Very Shitty Place to Work". Jezebel.
  10. Wilson, Alexandra; McGrath, Maggie (2 July 2020). "I Scream. You Scream. The Meltdown at the Museum of Ice Cream". Forbes.
  11. Tang, See Kit. "Museum of Ice Cream among 3 tourist attractions opening in Singapore". CNA. Retrieved 2021-04-07.{{cite web}}: CS1 maint: url-status (link)
  12. "The Museum of Ice Cream Opens Its Doors in Singapore!". Shout. 2021-04-07. Retrieved 2021-04-07.
  13. Lim, Jessie (12 April 2021). "Museum of Ice Cream to open in Dempsey in August". The Straits Times. Retrieved 18 June 2021.
  14. Rohani, Siti (12 April 2021). "'Dragon Playground' and sprinkle pool: What to expect at Singapore's Museum of Ice Cream". CNA Lifestyle. Retrieved 18 June 2021.
  15. Fern, Ong Sor (2021-08-19). "Instagram sensation Museum of Ice Cream opens in S'pore with sprinkle pool, disco and more". The Straits Times. Retrieved 2021-08-24.
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