Target Partners With the Museum of Ice Cream for a Pop-Up That’s Made for Instagram

A look inside the branded partnership

Target and the Museum of Ice Cream created this dreamy pop-up shop in NYC.
Photographs by Yuliya Kim for Adweek

The Museum of Ice Cream and Target have joined forces to create seven delicious flavors of ice cream and a New York City pop-up shop where people can sample them.

In addition to the new line of ice cream—which will be available at most Target stores beginning July 8 and includes banana with almond butter and salted caramel swirls, cherry with cherry pieces and sugar cookie bites and cinnamon with churro bites, among other flavors—Target and the museum opened The Pint Shop today in New York’s Meatpacking District.

The shop, which is free to enter, features an ice cream cart-tasting station and a freezer isle with shelves and shelves of the product for people to purchase.

The team built three massive ice cream pints (representing the Sprinkle Pool, Cherrylicious and Nana Banana flavors) that are perfect for selfies or Instagram shots. You won’t find the Instagram-famous sprinkle pool at this location, but the Cherrylicious pint does let attendees climb inside a sort of ball pit filled with fake cherries to snap a few photos.

https://www.instagram.com/p/BjpqGXygRns/?hl=en&taken-by=thepintshop

Museum of Ice Cream founder and creative director Maryellis Bunn said the point of the pints is to create a visual representation of what each flavor is like.

“I built these pints inside to allude to the feeling that I get, or the feeling I want people to get, when they are eating those specific flavors of ice cream,” Bunn said.

There’s also an opportunity to reserve a space in the pop-up shop’s tasting room, where a group of highly energetic guides dressed in baby pink lab coats teach you everything from the fundamentals of creating an ice cream base to the fact that it takes three years to grow and source vanilla.

Bunn said she got the idea for the tasting room when she was going through the process of creating the flavors. “As you get something perfect in one ingredient and you add it to another, it fully changes the structuring of the ice cream,” she said. “As I went through that process, I wanted to have the world go through that experience too.”

In addition to the freezer isle, the pop-up has a grocery isle full of merchandise including baseball caps, water bottles, key chains, stuffed toys and more. There are also a handful of products from Target’s “Art Class” kids collection, which was created in partnership with the Museum of Ice Cream.

 

It might come as a surprise to those who drop by to learn that Target is involved in the project at all. Save for a relatively subtle logo near the entrance, there isn’t much Target branding inside the space. The logo isn’t that eye-catching red and white Target is known for, but rather a yellow and white logo built out of ice cream pints. And the Target “Art Class” collection blends in nicely with the rest of the space.

The Pint Shop will be open six days a week—it’s closed on Tuesdays—throughout the summer. Ice cream lovers can drop by anytime between noon and 9 p.m.

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