The upcoming Soho experience will comprise three floors of experiential activations like a floating table and a three-story slide, while building on the neighborhood's artistic history

Sweet news: social media trap-turned-foodie destination the Museum of Ice Cream is coming back to New York. But this time, it's staying put in a permanent flagship in Soho.

The Soho experience offers three floors of experiential activations all centered around the dessert, including a floating table and a three-story slide. Along with the photo ops the pop-up does so well, the permanent location will also include amenities like a public cafe and shop. The move follows its first permanent location in San Francisco.

The Museum of Ice Cream first visited way back in 2016, when it spawned a wave of food-based Instagram destinations like the Rosé Mansion and the Museum of Pizza. Last year, it returned to NYC with a pop-up ice cream grocery store.

“MOIC NYC is a dream that our team has been developing for three years,” co-founder and creative director Maryellis Bunn said in a statement. ““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.”

Located at 558 Broadway, the Museum of Ice Cream will begin selling tickets to the flagship on October 9. Finally, a chance to dive into that famous pool of sprinkles.

Museum of Ice Cream


Lead image: PRNewsfoto/Museum of Ice Cream

Sweet news: social media trap-turned-foodie destination the Museum of Ice Cream is coming back to New York. But this time, it's staying put in a permanent flagship in Soho.

The Soho experience offers three floors of experiential activations all centered around the dessert, including a floating table and a three-story slide. Along with the photo ops the pop-up does so well, the permanent location will also include amenities like a public cafe and shop. The move follows its first permanent location in San Francisco.