Museum of Ice Cream (MOIC) is a category-redefining global brand that serves as a high-visibility Primary Social Anchor for Class A lifestyle centers, entertainment districts, and iconic urban corridors. Founded by Maryellis Bunn and Manish Vora, MOIC has evolved into a multi-billion-dollar cultural phenomenon by trademarking the "Experium"—a portmanteau of experience and museum. Under its 2025–2026 "Sweet Magic" roadmap, the brand is pivoting toward "super-sized" permanent flagships. Its upcoming Las Vegas location at AREA15 will span 30,000 square feet and feature the world’s first ice-cream-themed hotel and wedding chapel. For landlords and developers, MOIC is a massive foot-traffic engine (driving millions of annual visitors) that targets a multi-generational demographic through sensory-rich installations, high-margin retail, and integrated F&B. Its presence significantly boosts the social media "check-in" value of any retail asset, making it a critical partner for developers looking to define a destination as the epicenter of modern immersive entertainment.