Museum of Ice Cream

Interactive Exhibition

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Museum of Ice Cream is an interactive exhibit that imagines a stylized and immersive world, inspired by ice cream, for people of all ages to visit and play in. Splashy, brightly colored installations like the pop-rocks cave and a pool filled with sprinkles have made the Museum of Ice Cream not only a social media phenomenon, but has also paved an entirely new industry in the experiential realm. The Museum has pulled in over 1.5 million visitors across five locations with tickets selling out for 12 months straight. High profile guests included celebrities like Beyonce, Kim Kardashian, Katy Perry, Ariana Grande, Blake Lively, Ryan Reynolds, and countless more.

As the in-house lead designer, my role spanned the breadth of concepting, designing, and producing graphics for exhibitions based on iconic sweet treats. This was achieved by applying a bold, dynamic and consistent graphic design system across the installations to create a fully immersive experience. In addition to this, I led the execution of all digital design; from social assets and paid marketing ads to an entire redesign of the website and ticketing platforms. In the lead up to our New York City Flagship opening, I led the conception and execution of a multi-faceted go-to-market campaign; from billboards in Times Square and the New York taxi cabs, to experiential activations including a cross-continental ice cream truck tour, a Pink Lady Liberty flash mob and more. The flagship saw immediate success, with tickets selling out for weeks straight upon opening.

Roles — 

Lead Designer: Zoe Schoeller-Burke, Product Designer: Tori Baisden, Producer: Maria Moyano

Responsibilities —

Experience Design, Environmental Design, Signage & Wayfinding, Campaign Design, Social Design, Packaging, Merch Design