Immersive art concept Museum of Ice Cream has unveiled its refreshed flagship in SoHo, New York, which features “bigger, brighter, and more playful” rooms.
The renovated space introduces several attractions, including the Hall of Freezers, where freezers open into hidden rooms, and Sundae House, a hands-on kitchen designed around imagination and play.
Other additions include a large-scale carnival and playground, an immersive Banana Split Jungle, and an interactive exhibit exploring the history and science of ice cream. Visitors can also create and “cook” their own ice cream-inspired recipes.
The new experiences launch alongside the brand’s existing installations, such as the Sprinkle Pool, the Ice Cream Subway, the largest indoor slide in NYC and a newly designated private events space aimed at corporate and group bookings.
“From day one, our goal was to build an immersive museum that makes people of all ages feel something real,” said Manish Vora, CEO of Museum of Ice Cream.
“This next chapter of our New York City flagship reflects how far we have come and how deliberately we continue to design for joy, connection, and imaginative play.”
Founded in 2016, Museum of Ice Cream operates in several global cities, including New York City, Chicago, Miami, Boston, and Singapore. The brand has locations planned for Las Vegas, Los Angeles, and Orlando.
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