The Museum of Ice Cream (MOIC) has announced the launch of its first flagship in NYC for Q3 2019.

Located at 558 Broadway in Soho, Manhattan, MOIC NYC will span nearly 25,000 square feet over three floors, featuring 13 all-new installations, including a New York inspired “Celestial Subway” and MOIC’s biggest sprinkle pool to date. Tickets go on sale on October 9.

MOIC NYC will feature some of the brand’s most imaginative, multi-sensory installations that will bring to life guests’ delightful dreams: savour the sweetest treats on a floating table, slide down an epic three-story slide, see a spectacular hall of giant scoops, and follow the sound of a buzz that will lead you to a giant “Queen Bee hive.” These highlights and more are created in-house by MOIC’s team of architects and designers. Accessible to the general public, a  MOIC cafe and shop will offer an exclusive menu and retail products.

“MOIC NYC is a dream that our team has been developing for 3 years. Over 1.5 million guests have come through our various doors and given us so much input and inspiration,” says Co-Founder and Creative Director, Maryellis Bunn. “I want to continue to connect people and create moments of joy through ice cream. MOIC NYC will build upon Soho’s artistic history and contribute to the neighbourhood’s resurgence as a place for imagination and creativity.”

Since MOIC’s conception in 2016, the brand has catapulted a cultural phenomenon and ignited an entire experiential industry. MOIC has welcomed guests and the likes of Beyonce, Jay-Z, Kim Kardashian, Katy Perry, and more to its sold-out locations across Los Angeles, Miami, San Francisco, and New York.

“We are excited to delight our fans back where MOIC began and continue to unite people through the power of ice cream. MOIC NYC is the first of several flagship locations that will launch in the U.S. and abroad over the next 18 months,” says Manish Vora, Co-Founder of Museum of Ice Cream.