I’ve been a sucker for the instagram-friendly pop-up “museums” that have crowded the U.S. market since 2016. Well, what can I say – I’m a millennial after all. I won’t lie, I flew to New York to explore the Museum of Ice Cream (MOIC) (once I was able to get my hands on a completely sold-out $40-something ticket, that is). And boy, was I happy. It was definitely a dream come true, pretty and pink with unicorns, a sprinkle pool and of course, ice cream.

Fast forward to the summer of 2018, and every major city in the U.S. is host to one (if not more) of these instagrammable “museums”. There’s the Museum of Pizza in New York, the CADO (inspired by avocados – I know, right!) in San Diego and the Museum of Happiness in L.A. Educative? I’d debate that. Fun? Most definitely. And the subject of today’s discussion is Candytopia, “an outrageously interactive candy wonderland” as they describe themselves. They’re open through January 6, 2019 in San Francisco and New York City and move on to Minneapolis and Atlanta in the Spring.

Candytopia is stiff competition and here’s why:

  1. Consumer Experience. Unlike the other “museums”, at Candytopia consumers are allowed to touch and interact with the candy displays. Not only is this tactile experience more exciting and fascinating for everyone, but this is especially great for any consumers that might be visually impaired. Consumers are not restricted in how much time they spend in each themed room – they may click as many pictures as they like and interact with the displays for as long as they like – the only rule they must follow is to keep moving forward to ensure unobstructed flow of fellow consumers. Guests are also given a full seven minutes in the marshmallow pit – a carefully curated time – you’re positively exhausted by the fifth minute and want to get out yourself, so you don’t feel rushed unlike the two minutes you get in the MOIC’s signature sprinkle pool. Additionally, Candytopia offers two kinds of tickets priced differently – $26 child and $34 adult with access to candy samples in each room unlike the flat $38 MOIC ticket with ice cream samples in some of the rooms.
  2. Positive Spirit. Candytopia is founded and blessed with three impeccable individuals – Zac Hertog, John Goodman and Jackie Sorkin – the latter two are often seen shooting confetti or posing with consumers making sure to spread vibes as sweet as the spaces. This positivity is spread across the Candytopia team at all levels. I know first hand as I have been a part of the management team in San Francisco. Not taking away from MOIC’s Mary Ellis Bunn – she is most definitely a force to be reckoned with. More power to you girl.
  3. Bolder and Bigger. If you’re going to go head to head with your stiffest competition, be bigger and bolder. Candytopia stands bolder and brighter with vibrant graphics right across MOIC on Market Street in San Francisco. Granted, the 1911 Neo-Classical architectural masterpiece that houses MOIC (now permanently) is hands down a winner.
  4. Not-First Mover Advantage. When MOIC opened they faced severe backlash from the City for its toxic plastic sprinkles that made their way out of the exhibit onto the streets. Candytopia’s paper confetti is biodegradable and the foam marshmallows are sized appropriately so they don’t get caught in your clothes (and body parts). Having three months worth of confetti to vacuum out of your home is more environmentally-friendly than plastic sprinkles.
  5. Constant Innovation. The technology and development team at Candytopia is most definitely up to date. The team launched an augmented reality (AR) mobile application for guests to interact with the displays – the DOPE sign in the art gallery pops off the wall and the larger-than-life candy Dragon in the lobby shoots fire and is encased in a rainbow. The Sugar Rush feature at Candytopia (it’s completely free) spread across the various rooms captures impeccable overhead shots of consumers and sends it straight to their personal email.
  6. Growth Mindset. Candytopia has aptly found the magical solution (and strives to remain a forerunner) for a form of entertainment that appeals to all ages. They are setting the bar (very high indeed) for the future of brick and mortar retail (Experiential Retail) by making the consumer feel like they are a part of something bigger and giving them sweet memories (pictures as well as tons of candy) along with it. Keep innovating and surprising the world with your whimsical wonderland.

Granted, credit due to the MOIC team that started off this trend and gave the entertainment industry a ground-breaking formula for success. If you haven’t visited Candytopia yet, make sure you do. And if you miss it in the Bay Area or the Big Apple, make a trip to one of the upcoming locations (maybe in your country), it will blow your mind even if you claim you don’t eat candy.