New York's Dessert Playground as a Photo Set

At a Glance

Museum of Ice Cream at 558 Broadway in SoHo, New York, is the permanent flagship of the experience-based brand that started as a one-month LA pop-up in 2016 and grew into permanent venues in LA, Austin, Chicago, and Singapore. It is less a "museum" in the strict sense than an immersive installation, tasting route, and photo stage.

From Pop-Up to Flagship

Co-founders Maryellen Mooney and Manish Vora asked why museums had to be solemn. Their 2016 LA pop-up sold 30,000 tickets in two days; permanent venues followed. Every room is pink, mint, or lemon, and every path is planned around a photographable moment.

Rooms to Try

• The Sprinkle Pool — ~1 million antimicrobial plastic sprinkles in a huge pink ball pit.
• Celestial Slide — a three-story slide used in place of stairs.
• Banana Split Room — redesigned periodically since 2020.
• Disco Ice Cream Room — mirror ball, neon, weekend DJ sets.
• Tasting stations — 8–10 rotating scoops, cookies, marshmallows; gluten-free and vegan options.
• Sprinkle Shop — pints of exclusive flavours and pink merchandise at the exit.

Visiting Tips

Three minutes from Prince St (R/W) or Broadway–Lafayette (B/D/F/M). Timed tickets required; weekends often sell out a week ahead. About 90 minutes. From $44, with seasonal promotions. Sprinkles stain—wear forgiving clothes. Pair with SoHo shopping for a half-day.