The Museum of Ice Cream
Ok, you probably have your assumptions about the Museum of Ice Cream that has been popping up in locations in San Francisco (now permanent), New York (very new and permanent), Miami, and Los Angeles. We had ours. We imagined it as an Instagram mecca, a hyperreal pink (that’s Pantone 1905C) paradise of shine and shimmer. Froth and frolics. And it was that: when we visited the SF version, we took photos with everyone else against backdrops of floating cherries and giant popsicles, made impermanent messages with pink magnets, crawled into mirrored rooms and climbed pink walls, and swam deep in the famous pit of colors. We hadn’t gone as far as some; we hadn’t coordinated our outfits and we hadn’t posed again and again for the perfect shot. But we had image-laden fun: we consumed a ton of sugar, visual and edible. We laughed and interacted and just spent a silly afternoon with our kids actually sharing in their joy and not watching from the sidelines as is sometimes the condition of modern parenting.
Though we did all this and came away feeling great (maybe slightly sick also), we have since realized we kind of missed the point. And maybe we weren’t, or aren’t, the only ones. See the Museum of Ice Cream is not really about ice cream (though there’s now a Target branded line that includes such things as Impeach-Mint so this argument might get a bit blurry). It’s also not about taking out your phone to capture the perfect image. It’s also not about screeching through oblivious of those around you as you try to craft the perfect time. What we have since learned is that that it is fundamentally about connection. That’s right, this experience, this museum, now handily rebranded by its founders as an ‘experium’, has been engineered to bring people together, to be a kind of social glue, albeit of the creamy vanilla kind.
It was this episode of Yale associated podcast The Happiness Lab by Dr. Laurie Santos that started to shift our perspective, and as we dug deeper into the motivation of co-founders Maryellis Bunn and Manish Voramotivation, we found more and more that spoke to The Museum of Ice Cream as a counterpoint to our current epidemic of disconnection and the loss of spaces in our worlds that give us the opportunities to just be people together.
Here’s the irony: The Museum of Ice Cream was intended to be so spectacular that we wouldn’t be driven into the world of image-making on our phones, but rather we would be driven away from them. We’d want to immerse ourselves more in this fantasy world, for a short time tangibly all around us, because it was more real, more compelling, than those pixels. We would want to share that experience with those following a similar journey through the joyful labyrinthine spaces, as that would heighten our own experience for us. We’d want to escape our isolation and run into a place of collective joy.
The Museum of Ice Cream has since pivoted and like all new concepts iterated on its theme. Yes, it’s a huge phenomenon that you may have visited, probably most likely have an opinion on, or are in the process of imitating (see the idiosyncratic experiential museums that it has since spawned), but it’s also still figuring itself out. Like Solo Nights (where you get in free if you turn up alone) and the phone free sessions; the Museum of Ice Cream concept is truly working when people connect within this fantasy palace, when they notice what’s actually around them and each other, and when the conversations started within the shininess go outside its walls, and sometimes that needs a phone-free helping hand.
The Museum of Ice Cream is a pop-up experience that’s meant to last more than the sugar high even as it gives you that high. It’s a careful line to tread, but we’re betting that as long as it's as much about the people it buoys up as the abundance of ice cream (or whatever the framework may become) that is consumed then this will stay a place of comfort that continues to soothe our disconnected lives.
