TWA rebrands the Museum of Ice Cream in glorious pink and red to encourage us to connect

Instagram lovers take note. If you take a stroll down Broadway in New York this month, you might want to pop into the Museum of Ice Cream, the interactive art exhibit inspired by ice cream and candy, ideal for your selfie backdrops.

The venue has just enjoyed a full overhaul, following a rebrand courtesy of The Working Assembly. The branding agency worked closely with Figure8, the company behind the popular 'experium' to create its sweet new look. Full of pinks and reds and a retro feel, it hopes to encourage connection, particularly among younger generations.

"Globalisation and technology have made the world smaller, yet people are more lonely than ever," says Maryellis Bunn, one of the co-founders of the Museum. "I want to inspire people around the world with what I call experiums, emotional and transformative moments and spaces for people to reconnect with themselves and those around them."

The rebrand comes after an incredible three years for the Museum of Ice Cream. Since its launch in 2016, it has become a cultural phenomenon and sparked an entire experiential industry. It has welcomed over 1.5 million visitors to locations in Los Angeles, Miami, San Francisco, and New York – the latter being the first to see its new look. It's even introduced an ice cream line sold at Target and created high-profile partnerships with Platinum Card by American Express, a makeup collection with Sephora, and a children's clothing line at Target.

"Museum of Ice Cream receives an overwhelming amount of requests from companies asking us to design branded experiums for them,” adds Manish Vora, co-founder of Figure8. "Now we can answer this need and more. Figure8 will expand internationally, rolling out a new Museum of Ice Cream location each quarter while also launching new Figure8 brands and working on commissioned special projects."


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