558 Broadway

City Living, Soho

museum of ice cream, MOIC, soho

Rendering courtesy of Museum of Ice Cream

After a celebrity-sprinkled Meatpacking District pop-up three-years ago drew raves and Instagram likes from Beyonce and Kim Kardashian, The Museum of Ice Cream (MOIC) will open a 25,000-square-foot “flagship” location at 558 Broadway in Soho. The three-story permanent paean to frozen dessert will feature 13 installations devoted to creating “IRL experiences” in New York; the museum calls it “the future of retail” in a press release–and given the number of vacant storefronts in the neighborhood, they could well be right.

MMore MOIC this way

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Archtober2020