Leaping into a pool of rubber sprinkles, scaling a unicorn-headed slide reminiscent of dragon-shaped playgrounds of yesteryear, and posing with life-sized potong popsicles in pastel pink-hued rooms. These are some whimsical scenes at the experiential ice cream-themed wonderland, Museum of Ice Cream (MOIC) that have been well-documented on social media.
MOIC, which is housed in a former barracks in Dempsey Hill, has become one of the more buzzy attractions in Singapore since it opened in August 2021 — in the midst of COVID-19 movement restrictions. MOIC Singapore received “hundreds of thousands” visitors last year.
Speaking to The Peak during a recent visit here, Maryellis Bunn, co-founder of the Museum of Ice Cream and its parent company Figure8, which is an experience-first development firm, says: “The pandemic has brought us to a place where we can commoditize experiences that people value. I have always been a believer that the experiences will supersede products or objects, and this has been validated in the post-COVID-19 world.”
Bunn is referring to how the entertainment and events industry, which were among the hardest hit during the pandemic, has bounced back with the return of physical events.
Denne historien er fra March 2023-utgaven av The PEAK Singapore.
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Denne historien er fra March 2023-utgaven av The PEAK Singapore.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Feeling The Blues
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