Maybe the first and definitely the most successful of the food-related Instagram funhouses that were all the rage a few years ago, the Museum of Ice Cream is opening a 25,000 square foot, three story, permanent NYC flagship right in prime SoHo this Saturday. You can't miss it: it's the only building on Broadway painted bright sprinkles-pink and, especially these days with all the vacant storefronts around here, it delivers a sugar-rush of energy to the strip.

Co-founder and CEO Maryellis Bunn, who was named a Forbes 30 Under 30 person in 2018, and who also runs, with partner Manish Vora, the Museums of Ice Cream in San Francisco, Los Angeles, and Miami, found the mammoth SoHo space via social media, appropriately enough. There's a ton of stuff going on inside here, and even without excessive goofing and selfie-taking, it will take you at least an hour to get through all the rooms. Which, given the $39 entrance fee, is the least they can do.

There's a surprisingly speedy corkscrew slide which twists and plummets its way through all three floors, a la Carsten Höller. An installation of densely dangled yellow and pink bananas is set by a narrow bouncy hideaway. There's a spacious playground area, a Queen Bee room, and a ridiculous pink "Celestial Subway" car which you can pretend to ride to Lin-Cone Center, West Frost Street, or Brr-oadway-Lafayette. A sprinkle pool awaits you at the end, complete with diving platforms and a slide. This is fun to romp around in for a bit, though the Cheeto-sized sprinkles are packed in so tight you can't really get below the surface.

Pink-clad staffers greet you with enthusiasm and engage you in activities at every turn (you have to come up an "ice cream name" for yourself before entering, for example), and there are performances of a sort in various spots. You also get at least four ice cream treats along the way, inclusive with your admission, and can sample and buy all you want at the counter in the lobby, where you'll also find an extensive gift shop, no ticket required. There are seven flavors from which to choose, and the ice cream is mediocre.

The Museum of Ice Cream is located at 558 Broadway, between Prince and Spring Streets, and is currently selling timed admission tickets, up to 200 guests per hour, from Saturday until... well, for all of eternity I guess.