Museum of Ice Cream

Museum of Ice Cream (MOIC) is an art installation and experiential museum that operates in several cities across the United States. The company has expanded internationally with locations in Singapore, and China.[1][2][3]

Museum of Ice Cream
IndustryExperience Economy
Founded2016
FoundersMaryellis Bunn, Manish Vora
Headquarters
Manhattan, New York
,
United States
ParentFigure8
Websitewww.museumoficecream.com

MOIC aims to transform the conventional museum and retail experience by incorporating vibrant colors, interactive exhibitions, and an ice cream theme to foster a sense of connection among visitors and evoke their inner child.[4]

History

MOIC was founded by Maryellis Bunn, who previously served as head of Forecasting and Innovation at Time, Inc and worked as an independent consultant on design and business strategy for various companies including Facebook.[4] She partnered with Manish Vora, a former investment banker and former CEO of Lightbox.[4][3] MOIC's parent company is Figure8, Inc., headquartered in New York.[5] Initially self-funded by Bunn and Vora, the company started with a pop-up exhibit in New York's Meatpacking District in 2016.[4][6]

Bunn drew insight for the company from her experience with and desire to reimagine American retail and traditional museums.[4] MOIC has been described in publications as "...[playgrounds] with no age [limits]" and as an "interactive multi-sensory exhibit".[7][2] Bunn has stated that rather than the term "museum," the portmanteau "experiums," a combination of experience and museum, better describes the company's offerings.[6]

Growth and expansion

MOIC has five permanent locations in New York City, Chicago, Austin, Singapore, and Shanghai, China.[1][8] Its first permanent location was initially in San Francisco, which opened in 2017.[3]

MOIC has hosted pop up exhibitions in more cities including Los Angeles and Miami.[3] The company had over 1 million visitors across its various locations in 2018 alone.[9] The same year, a new, larger permanent flagship location for MOIC opened in Soho, Manhattan.

In August 2019, the company, valued at $200 million,[5] received $40 million in Series A funding led by Elizabeth Ventures, and Maywic Select Investments.[6] The same year, a new, larger permanent flagship location for MOIC opened in Soho, Manhattan.[10][11][12]

In July and August of 2022, MOIC launched two other locations, the first in Tribune Tower Chicago, and the other in Shanghai, China.[1][8][13]

On April 7, 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, featuring a total of 14 unique installations.[14][15] During the official unveiling on April 12, details of the exhibits were revealed, including a "Dragon Playground", a banana jungle and the largest sprinkle pool of any MOIC location.[16][17] The Museum of Ice Cream officially opened its doors in Singapore on August 19, 2021.[18] Two days later, on August 21, the MOIC in Austin, Texas, opened.[19]

The MOIC had been visited by numerous celebrity supporters. Kim, Kourtney and Khloe Kardashian, Katy Perry, Gwyneth Paltrow, Ariana Grande, Blake Lively, Ryan Reynolds, David Beckham, Stephen Curry, Vanessa Bryant, among others, have all been photographed enjoying the experience with their families.[20][21][22][23][24][25] In an episode of Jimmy Kimmel Live!, MOIC Los Angeles was featured when Jimmy sent Mr. Robot and Rami Malek to visit the location.[26]

Products

MOIC has expanded its presence beyond the museum experience by developing its own ice cream brand, featuring seven distinct flavors, available at Target starting in 2018.[27] Flavors included Piñata, Sprinkle Pool, and Vanillionaire.[27] Additionally, MOIC ice cream products were sold in Albertsons.[5] While the company continues to produce its ice cream brand, Target has discontinued selling MOIC products.[28] In addition to ice cream, MOIC has ventured into other areas, including children's apparel available at Target and a makeup line offered by Sephora.[5]

Criticisms

In 2020, MOIC was criticized for a lack of sensitivity in expressing solidarity with the Black Lives Matter movement protesters when a sign with the names of victims of police brutality was painted in the brand’s signature pink and Ahmaud Arbery’s name was misspelled.[28][29] Bunn issued an apology and MOIC repainted the plywood black and corrected the error.[28][29]

Criticisms of Bunn and MOIC fostering a hostile work environment were investigated.[30][28] A spokesperson for the brand stated that protocols are in place to provide a healthy work environment for everyone.[28]

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

Austin, TX 78758

Chicago July 2022 – 435 Michigan Ave Suite G, Chicago, IL 60611
Singapore August 2021 – 100 Loewen Road, Dempsey,

Singapore 248837

Shanghai July 2022 – May 2023 500 Dongyu Road, Unit W-L2-04, Taikoo Li Qiantan,

Shanghai 200126

Recognition

See also

References
  1. Miller, Ben (2021-10-06). "Museum of Ice Cream to open in Chicago's Tribune Tower". Chicago Business Journal.
  2. 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.
  3. Eldor, Karin (2019-03-07). "Maryellis Bunn, Founder Of Museum Of Ice Cream, Plans To Change The World". Forbes.
  4. Wiener, Anna (2 October 2017). "The Millennial Walt Disney". New York Magazine. Retrieved 9 July 2020.
  5. Roof, Katie (14 April 2019). "Museum of Ice Cream Valued at $200 Million". The Wall Street Journal. Retrieved 16 July 2020.
  6. 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.
  7. Guse, Clayton (7 June 2018). "Stop saying the Museum of Ice Cream is cool". TimeOut. Retrieved 9 July 2020.
  8. Davis, Alice (2022-08-29). "Museum of Ice Cream's fifth location opens its doors in Shanghai | Planet Attractions". Planet Attractions.
  9. McCormick, Emily (15 August 2018). "What If the Museum of Ice Cream Is the Future of Retail?". Bloomberg Businessweek. Retrieved 9 July 2020.
  10. Ifeanyi, KC (2019-08-21). "The Museum of Ice Cream is returning to New York City with a permanent location". Fast Company.
  11. Gonzales, Guadalupe (2019-11-20). "How This 27-Year-Old Turned a Whimsical Summer Project Into a Business Valued at $200 Million". Inc.
  12. Fabricant, Florence (2019-12-10). "Museum of Ice Cream Returns With a Bigger Space". The New York Times. ISSN 0362-4331.
  13. Mckenzie, Richmond (2022-07-15). "Here's the Scoop: Museum of Ice Cream Chicago Opens on Michigan Avenue". WTTW News.
  14. Tang, See Kit. "Museum of Ice Cream among 3 tourist attractions opening in Singapore". CNA. Retrieved 2021-04-07.
  15. "The Museum of Ice Cream Opens Its Doors in Singapore!". Shout. 2021-04-07. Retrieved 2021-04-07.
  16. Lim, Jessie (12 April 2021). "Museum of Ice Cream to open in Dempsey in August". The Straits Times. Retrieved 18 June 2021.
  17. 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.
  18. 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.
  19. Webb, Eric (2021-08-26). "A sprinkle pool, you say? What you need to know about Austin's Museum of Ice Cream". Austin American-Statesman.
  20. Best, Chloe (2017-05-15). "Gwyneth Paltrow, Katy Perry and Kim Kardashian join the fun at LA's Museum of Ice Cream". HELLO!. Retrieved 2023-06-09.
  21. Rabideau, Camryn (2016-08-28). "Ariana Grande Had a Super Sweet Day at the Museum of Ice Cream". Yahoo Life. Retrieved 2023-06-13.
  22. "Blake Lively and Ryan Reynolds Went on a Very Instagram Date at the Museum of Ice Cream". ELLE. 2019-12-24. Retrieved 2023-06-13.
  23. Petit, Stephen (2017-08-17). "We All Scream! The Entire Beckham Clan Has a Sweet Time at the Museum of Ice Cream". Peoplemag. Retrieved 2023-06-13.
  24. Thang, Farisia (2021-04-11). "Museum Of Ice Cream, The Instagrammable Exhibition Of Our Dreams, Is Coming To Singapore". ELLE SINGAPORE. Retrieved 2023-06-13.
  25. Crowley, James (2021-12-21). "Vanessa Bryant's Daughters Bianka, 5, & Capri, 2, Have A Blast At The Museum Of Ice Cream — Photos". Hollywood Life. Retrieved 2023-06-13.
  26. Garcia, Kelsey (2017-06-18). "Even at an Ice Cream Museum, Rami Malek Makes You Ponder the Meaning of Life". POPSUGAR Entertainment. Retrieved 2023-06-14.
  27. Kelso, Alicia (11 June 2018). "Target scoops up exclusive partnership with Museum of Ice Cream". FoodDive. Retrieved 16 July 2020.
  28. Wilson, Alexandra; McGrath, Maggie (2 July 2020). "The Meltdown at the Museum of Ice Cream". Forbes. Retrieved 9 July 2020.
  29. Lakin, Max (2020-06-22). "Opinion | When Luxury Stores Decorate Their Riot Barricades With Protest Art". The New York Times. ISSN 0362-4331.
  30. Reynolds, Megan (2 July 2020). "Unsurprisingly the Museum of Ice Cream Seems Like a Very Shitty Place to Work". Jezebel.
  31. "NEW Webby Gallery + Index". NEW Webby Gallery + Index.
  32. "THE WORLD'S MOST INNOVATIVE COMPANIES 2018 HONOREES BY SECTOR". Fast Company.
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