Freak Out Over the Museum of Ice Cream’s Sugary Pink Insides

The Museum of Ice Cream will open its doors to the curious, Instagram-loving San Francisco public on Sunday in a shower of sprinkles, and pink-hued excitement. The pop-up art installation has been garnering lots of attention since it was announced earlier this summer, and now critics can decide whether its worth the hype.

As a museum, it’s less of a history lesson and more an interactive installation. After a brief ice cream history overview in the very beginning of the experience, things quickly switch to a more experiential mode. Guides are scattered throughout, cheerily dressed in pink jeans, aprons, and hats, with the express goal of coercing guests into reliving their childhoods. They’re more than willing to be photographed or take your photo, even helpfully recommending popular poses to strike. And yes, there are thankfully tastes of the sweet stuff, from a mini-sundae from Bi-Rite to Pop Rocks to cookies and cream mochi.

Tickets sold out almost immediately, and the Museum subsequently extended its run through 2018. Keep an eye out for more ticket releases in coming months. For now, enjoy a spin through the exhibit, which is located in a historic former bank building in the heart of Union Square.