The Museum of Ice Cream has returned to New York City, but this time in a 25,000-square-foot permanent outpost in downtown Manhattan. Known simply as MOIC, the brand’s flagship location will occupy three floors of 558 Broadway in SoHo.
Adam Henick and Brandon Charnas of Current Real Estate Advisors represented MOIC during transaction of the ten-year lease.
MOIC first debuted in 2016 as an experiential installation inspired by ice cream and designed specifically for sharing and consumption via Instagram and other forms of social media. Beyond frozen treats, the museum functioned more as a pop-up attraction and selfie-op for the masses. Since then, the wildly popular attraction has blossomed into a bi-coastal operation with locations in Los Angeles, San Francisco, Miami, and most recently, Manhattan.
Visitors lucky enough to snag a ticket to the museum can enjoy a three-story slide, a “hall of giant scoops,” floating tables, a giant “Queen Beehive,” and vibrant installations throughout. While those attractions sound particularly vague, co-founders Maryellis Bunn and Manish Vora have promised to deliver ample servings of imagination and joy.
“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,” said co-founder and creative director, Maryellis Bunn. “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.”
Tickets go on sale October 9 and will include ice cream tastings and signature treats exclusive to MOIC NYC.