What Can Retailers Learn from Museum of Ice Cream?

In an era dominated by digital experiences, the Museum of Ice Cream (MoIC) offers a refreshing reminder of the power of physical spaces.

Since its launch in 2016, Founder & Co-CEO, Manish Vora explained, MoIC has become a cultural phenomenon. Welcoming over a million annual visitors and attracting A-list celebrities organically, the concept is known for being "the most Instagrammed space in the world by square feet."

As retailers across the board attempt to rethink their physical in-store environments, is there anything they can learn from the success of immersive experiences like MoIC? Speaking at RetailSpaces in Austin, Vora shared valuable insights that could influence how retailers approach customer engagement and store design.

The Challenge of Connection

Vora highlighted a critical issue facing retailers: the increasing disconnection of consumers. 

Despite MoIC’s impressive traction on social media platforms, it’s something Vora admits can be a hindrance.

“Eight years ago we started this monster, the ‘Instagrammable space.’ I hate that word more than anything. That’s something I am not proud of,” Vora said. "We're spending, on average, four hours on our phone, an hour a day on news, two hours a day on social media.” 

Vora explained our digital tendencies present both a challenge and an opportunity for physical retail spaces.

Here are six key takeaways from MoIC’s approach that store design leaders could benefit from.

1. Design Spaces That Promote Presence

Vora sees smartphones as a barrier to genuine experiences. Retailers should consider designing spaces that naturally encourage customers to put down their devices and engage with their surroundings. MoIC found that when people put away their phones, satisfaction rates increased by 25 to 50 percent.

2. Foster Play and Interaction

Vora claims MoIC's success stems from its ability to make adults play like children again. The experience begins with visitors choosing an "ice cream name," an icebreaker that immediately shifts mindsets. Retailers could incorporate similar elements that make sense to their brand to break down inhibitions and create a more relaxed, enjoyable shopping environment.

3. Appeal to Multiple Senses

MoIC designs experiences that engage all senses—not just sight and touch, but also smell, sound, and taste. Retailers could consider how they can create multi-sensory experiences that make shopping more immersive and memorable.

4. Tap into Nostalgia and Wonder

By evoking childhood memories and wonder, MoIC creates strong emotional connections with visitors. Retailers could explore ways to incorporate elements of nostalgia or surprise into their spaces, creating emotional resonance that goes beyond the transactional.

5. Incorporate Subtle Education

Vora revealed that when MoIC incorporates educational elements into their experiences, customer ratings "go up off the charts." Retailers might consider how they can weave informative content into the shopping experience, adding value beyond the products themselves.

6. Cultivate Meaningful Interactions

At its core, MoIC is about creating connections. "Ultimately, what are we delivering in our experiences? Is it actually food? Is it actually shopping?" Vora asked rhetorically. For physical retail to thrive, it needs to offer something that can't be replicated online - genuine human connections and shared experiences.

Rethinking Retail Spaces

While experiential concepts as popular as MoIC are very different from what retailers offer guests, there is one major idea to keep in mind when it comes to imagining the physical stores of the future: Customers are hungry for novel experiences. 

Vora challenges the retail and entertainment industries to move beyond conventional ideas: "Nightlife, restaurants, these things are boring. We need to change."

The future of retail lies not just in what we sell, but in how we make people feel. By focusing on creating unique, shareable experiences that foster connection, play, and wonder, retailers can find new ways of differentiating themselves. As Vora summarizes MoIC's value proposition: "Museum of Ice Cream is the best and only immersive museum where everyone plays like a kid and eats unlimited ice cream together." 

How can retailers find creative ways of standing out, while honoring and elevating who they are at their core?