Museum 2.0 Opens for a Limited Time in San Francisco

I Scream for Ice Cream


A New Ice Cream Experience

Museum of Ice Cream 2.0 launched recently in San Francisco, friends!

After welcoming 1.3 million guests across five locations and selling out for 12 months straight, Museum of Ice Cream made San Francisco its first permanent location in Fall 2018 and I couldn’t help but take the boys to check it out back then:


Now MOIC San Francisco

is introducing the next generation product, MOIC 2.0 featuring a newly reimagined experience including their largest Sprinkle Pool to date (4x the size), new installations, limited-run shows, brand new ice cream tastings, and a free and publicly accessible cafe and shop that will make foodies melt!!


What Museum of Ice Cream Has Accomplished:

  • Built a Movement

    • The MOIC movement has spread across the globe. Having employed over 1,000 millennials, their #TEAMMOIC, experiences, products, and mission have reached every city in America and touched over 80 countries. 

    • Since launching in 2016, ice cream has remained the power force behind uniting communities, fulfilling the real meaning of MOIC: "Movement Of Imagination and Connection." They are on a mission to unite the world through its universal love of ice cream. 

  • Created Unprecedented Demand

    • In New York City, Museum of Ice Cream faced a 200,000 person waitlist after its initial 2016 run. In Los Angeles, only 1 in 10 inquiries were able to secure tickets during its ten-month residency. Museum of Ice Cream then expanded to Miami Beach before arriving at its iconic, permanent home in San Francisco, in the heart of downtown San Francisco and right by Union Square.

  • "Offline" Innovation

    • Museum of Ice Cream has sought to reignite innovation in the offline world, spurning entertainment and brand concepts to rethink a personal approach to retail, hospitality, and entertainment. 


Why San Francisco?, You ask.

  • Well, let’s just say it sold 500,000 tickets over its first year. MOIC decided that its iconic location in the historic bank building in downtown San Francisco would be its first permanent flagship.

  • According to the company, its presence there provides an alternative narrative to the tech conversation in San Francisco— “that social media or mobile technology can never replace or surpass human to human connection… or even compete with a delicious ice cream sundae with rainbow sprinkles.”


A first ever, limited-run immersive experience "Sprinkle Spectacular" is running now through May 27, their new characters will lead guests on an adventure through the Museum, ending in the world's largest sprinkle pool party!

See you at MOIC San Francisco?

I’m really thinking about returning for more photo sessions before the boys grow up and refuse to be dressed in pink and mint colors!

Thanks for reading, friends!


-Anabel M.

Anabel Marquez