Museum of Ice Cream Brand Guidelines: A 2016 New York Pop-Up, a Sprinkle Pool and Pink Rooms

Two founders, one flavour of idea.

The Museum of Ice Cream began in New York in 2016. English Wikipedia says it was co-founded by Maryellis Bunn and Manish Vora and opened as a pop-up in Manhattan’s Meatpacking District in July 2016; FOX5 in Las Vegas described that start in July 2026 as a 30-day pop-up. Before the museum, English Wikipedia says, Bunn headed forecasting and innovation at Time Inc., and Vora was a former investment banker. Forbes reported in August 2019 that tickets for the first venue sold out before it was built, and that the founders had funded the business themselves up to that point.

The pop-up then travelled. English Wikipedia lists Los Angeles in April 2017, San Francisco in September 2017 and Miami in December 2017, and Food Dive wrote in June 2018 that the brand’s footprint at that point covered New York, Los Angeles, San Francisco and Miami. San Francisco, in the former Savings Union Bank building on Grant Street, became its first permanent site in September 2018, according to English Wikipedia, and SFist reported a spring 2019 relaunch there called the “Sprinkle Spectacular,” which added a theatrical element to the visit.

In August 2019 Bunn and Vora announced Figure8, a New York company that became the parent of the Museum of Ice Cream, Forbes and Vice reported; the funding round announced at the same time was led by consumer venture capital firms. In a statement quoted by Vice, Bunn said she wanted to build what she called “experiums,” a word joining experience and museum. English Wikipedia dates the first permanent New York flagship, in SoHo, to December 2019; the company’s website lists its New York venue on Broadway.

Pink rooms, a pool of sprinkles and a pint in the freezer aisle.

The museums follow a recognisable pattern: rooms drenched in a single strong colour, most often pink, installations built around ice cream, and tastings along the route, as English Wikipedia describes them. The signature is the Sprinkle Pool, a pit of oversized sprinkles that visitors climb into. Eater Miami described the Miami Worldcenter venue, opened in September 2024, as a 14,000-square-foot space over two floors, with the “Cream Liner,” a retro 1960s-inspired airplane; a “Grand Hall of Freezers” with surprises behind its doors; a banana jungle; carnival games; and a sprinkle pool modelled on Miami’s Versace Mansion. The same report said the venue worked with International Flavors and Fragrances on a multisensory tasting and served ice cream from local makers.

Seasonal programmes change the rooms. English Wikipedia describes Pinkmas, a winter exhibit that starts each December with a walk-through snow globe and a wishing tree. In November 2026 the company’s website listed Pinkmas from 4 November to 18 January, with a Food Network Holiday Baking Championship collaboration and a pink hot cocoa bar.

The brand has also left the museum building. Food Dive reported in June 2018 that Museum of Ice Cream pints would go on sale at most Target stores from July that year, in flavours including Piñata, Sprinkle Pool, Vanillionaire and Chocolate Crush, alongside a children’s clothing collection in Target’s Art Class line and “The Pint Shop,” a pop-up grocery store in New York sponsored by Target. Forbes named Sephora among the brand’s partners in 2019, and English Wikipedia says a makeup line was sold there; it adds that Target no longer stocks the ice cream.

How immersive venues present themselves.

Immersive art and experience venues sell a visit rather than an object. When Superblue announced its Miami opening programme in October 2020, The Art Newspaper reported that the company would earn its revenue through ticket sales rather than through sales of artworks. In December 2024 the same paper recalled that it had counted more than 100 large spaces for immersive digital art around the world, a group it called “immersive institutions.”

The companies present themselves through their rooms. Projection-filled halls, where images run across walls, floors and ceilings, sit beside mirrored rooms and colour-saturated light works. Frameless in London opened in October 2022 with four themed galleries of digitised paintings, one of them edged with mirrors, ianVisits reported; Superblue in Miami opened in May 2021 with a mirrored maze by Es Devlin and a light work by James Turrell, according to The Art Newspaper.

Naming is usually plain. Venues tend to carry the company name and the city, as in Superblue Miami, and shows and rooms take descriptive titles: the four permanent galleries at Frameless are called Beyond Reality, Colour in Motion, The World Around Us and The Art of Abstraction, The Art Newspaper reported in 2024. Both companies also list a café and private-event hire on their own websites, alongside their tickets.

Corporate pages are where founders, studios and owners appear. Artists and studios are credited by name, such as teamLab, DRIFT or Random International at Superblue, and partnerships with museums and production studios are announced in public: Frameless Creative’s touring work with London’s National Portrait Gallery, made with the studio Cinesite, was reported by The Art Newspaper in 2024 and 2025. This guide sets out what dated sources say about each company, and marks what rests on the company’s own word.

Openings, closures and a building of its own.

From 2021 the map changed. Channel NewsAsia reported on 7 April 2021 that the Singapore Tourism Board had announced the museum would open in Dempsey, its first location outside the United States; English Wikipedia says it opened there in August 2021, the same month as a venue at the Domain in Austin, Texas. The San Francisco site shut in 2020 and did not reopen, and SFist reported in July 2021 that the owners had confirmed its closure. English Wikipedia adds a permanent site in Chicago’s Tribune Tower in July 2022 and a pop-up in Shanghai in August 2022, and dates the Boston venue, in the Seaport, to December 2024. In Austin, CBS Austin reported in May 2025 that the Domain location would close at the end of its lease after four years, and the company no longer listed Austin among its venues in November 2026.

The newest venue is in Las Vegas. Eater Vegas reported the plan in January 2025, and the museum opened in Zone 2 of AREA15 in July 2026; on 9 July Clark County marked the grand opening by lighting the “Welcome to Fabulous Las Vegas” sign pink, FOX5 reported. Las Vegas Weekly described nearly 30,000 square feet with a large slide, sprinkle pools, a banana mirror maze, a wedding-cake chapel and a pink monorail. In Los Angeles, Urbanize LA reported in September 2025 that a three-storey building in West Adams, developed by CIM Group, was taking shape as the brand’s first ground-up home. In November 2026 the company’s website listed New York, Chicago, Miami, Boston, Las Vegas and Singapore.

For a design guide, the Museum of Ice Cream shows how one saturated colour can carry a brand across rooms, food, packaging and merchandise. Compare Meow Wolf, another walk-through venue built on its own world, and Museum of Illusions, a chain also designed around the photograph. For this guide we use a sprinkle pink, a deep berry, cream and mint with a rounded sans, an unofficial interpretation; no product or logo is reproduced.

Keep Museum of Ice Cream’s identity on hand — save it to a board in the Made Good inspiration library.