 Museum of Ice Cream in Austin | |
| Industry | Experience economy |
|---|---|
| Founded | 2016 |
| Founders | Maryellis Bunn, Manish Vora |
| Headquarters | Manhattan, New York , United States |
| Parent | Figure8 |
| Website | www |
Museum of Ice Cream(MoIC) is a selfie museum [1] [2] [3] [4] that operates in several cities across the United States and in Singapore. [5] [6] [7]
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. [8] She partnered with Manish Vora, a former investment banker and former CEO of Lightbox. [8] [7] MoIC's parent company is Figure8 Inc., headquartered in New York. [9] Initially self-funded by Bunn and Vora, the company started with a pop-up exhibit in New York's Meatpacking District in July 2016. [8] [10]
Bunn drew insight for the company from her experience with and desire to reimagine American retail and traditional museums. [8] MoIC has been described in publications as "...[playgrounds] with no age [limits]" and as an "interactive multi-sensory exhibit". [11] [6] Bunn has stated that rather than the term "museum," the portmanteau "experiums," a combination of experience and museum, better describes the company's offerings. [10]
After its inaugural pop-up in New York City, MoIC then opened further pop-up locations in Los Angles in April 2017, San Francisco in September 2017, and Miami in December 2017. [12] [13] [14]
The success of the San Francisco location led to its conversion to a permanent installation in September 2018 making it the first permanent site for the museum. [15] The company had more than 1 million visitors across its various locations by the end of 2018. [16]
In August 2019, the company, valued at $200 million, [9] received $40 million in Series A funding led by Elizabeth Ventures, and Maywic Select Investments. [10] In December 2019 MoIC opened its first flagship permanent location in Soho, Manhattan. [17] [18] [19]
In April 2021, the Singapore Tourism Board announced that MoIC will be opening its first permanent overseas location in Singapore in August 2021. [20] [21] Exhibits at the Singapore location included special heritage themed attractions such as the "Dragon Playground". [22] [23] Also in August 2021, the MoIC opened a permanent location in Austin, Texas. [24]
In July 2021 it was confirmed that as a result of pressures related to the COVID-19 pandemic the museum's permanent installation in San Francsico would be closing, making the San Francisco location the first permanent site to be shuttered. [25]
In July and August 2022 respectively, MoIC launched two new locations; the first a permanent location in Tribune Tower, Chicago and the second a pop up location in Shanghai, China. [5] [26] [27]
In July and November 2023 respectively, it was announced that two new permanent locations would be opening in Miami and Boston. [28] [29] The Miami location officially opened at the Miami Worldcenter in September 2024 and the Boston location officially opened in December 2024. [30] [31]
In July 2025 it was confirmed that as a result of the museum's lease ending, its Austin site would be closing permanently. [32]
In January and September 2025 respectively, MoIC announced that it would be opening two more new permanent locations by the end of 2026; the first in Las Vegas's Area15 and the second in Los Angles. [33] The Los Angles location is set to be the first fully ground up structure designed by MoIC. [34]
Currently, MoIC has five permanent locations in New York City, Chicago, Miami, Boston, and Singapore. [35]
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. [36] Flavors included Piñata, Sprinkle Pool, and Vanillionaire. [36] Additionally, MOIC ice cream products were sold in Albertsons. [9]
While the company continues to produce its ice cream brand overseas, Target has discontinued selling MoIC products. [37] MoIC has also ventured into other categories including children's apparel, a makeup line offered by Sephora, and other various merchandise products. [9]
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. [37] [38] Bunn issued an apology and MoIC repainted the plywood black and corrected the error. [37] [38]
Criticisms of Bunn and MoIC fostering a hostile work environment were investigated. [39] [37] A spokesperson for the brand stated that protocols are in place to provide a healthy work environment for everyone. [37]
| City | Dates | Location |
|---|---|---|
| San Francisco | September 2017 – July 2021 | 1 Grant Avenue San Francisco, California 94108 |
| SoHo, Manhattan | December 2019 – present | 558 Broadway, New York, NY, 10012 |
| Austin | August 2021 – July 2025 | 11506 Century Oaks Terrace, #128, Austin, TX 78758 |
| Singapore | August 2021 – present | 100 Loewen Road, Dempsey, Singapore 248837 |
| Chicago | July 2022 – present | 435 Michigan Ave Suite G, Chicago, IL 60611 |
| Miami | September 2024 – present | 851 NE 1st Ave, Miami, FL 33132 |
| Boston | December 2024 - present | 121 Seaport Blvd, Boston, MA 02210 |
