The first iteration of the MOIC opened its doors in Manhattan in the summer of 2016, but it only stayed open for three months. Then it had an eight-month run in Los Angeles during 2017, where celebrities and influencers documented their visits.
It was in Miami for six months ending in May 2018, and the only current operating location is in downtown San Francisco, which has been open since September 2017. The interactive exhibits are full of brightly-colored ice cream sculptures, sprinkles and lights designed for Instagram snaps.
The company says it works to “unite and inspire the world through imagination” as an “experience-first brand fueled by the power of imagination and connection.”
The new long-term NYC location will cover three floors and 25,000 square feet. Thirteen new installations will include a New York-inspired ‘Celestial Subway’ and the brand’s largest ‘sprinkle pool’ yet. It will also feature a cafe and gift shop.
“Savor 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’,” MOIC said.
Maryellis Bunn co-founded the MOIC concept that has recently been given a $200m valuation from $40m in funding, thanks to the exhibits' success. Ticket times must be reserved in advance, and entry fees have jumped from $18 to $38 since 2016.
"MOIC NYC is a dream that our team has been developing for three years. Over 1.5 million guests have come through our various doors and given us so much input and inspiration," Bunn said.
"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 neighborhood's resurgence as a place for imagination and creativity."
The new MOIC will open in lower Manhattan in late fall, and tickets go on sale October 9. There is already an active early access waitlist on the MOIC website. The company said it is the ‘first of several’ flagship locations to launch across the US and abroad over the next 18 months.