![]() “I was noticing that exhibitions like Yayoi Kusama's 'Fireflies on the Water' were all of a sudden garnering these big crowds,” says Piera Gelardi, the Executive Creative Director and co-founder of digital media brand Refinery29. To some, it proved there was a market waiting to be served. In some cities, people waited in line for as long as eight hours for their chance to get a photo inside. The Rain Room wasn't designed for social media, but its raving success online demonstrated a hunger for these types of exhibits. These are artists who really have very critical bodies of work, but that have taken on new meaning because of social media.” “When you think of the very Instagrammable exhibitions of the last five years-the course in which Instagram has existed-you think of Yayoi Kusama and her Infinity Mirrored Room and then artists like James Turrell or the Rain Room at MoMA. “The world has seen an increase in these spectacle exhibitions that have really taken on a new dimension online,” says Jia Jia Fei, Director of Digital at the Jewish Museum of New York, who delivered a TED Talk last year on Art in the Age of Instagram. But the place that the Rain Room has remained the longest is on Instagram, where there are thousands of photos of it. The installation-a curtain of rain that paused when someone walked beneath it, as if to control the elements-would later travel to New York’s Museum of Modern Art, the Los Angeles County Museum of Art, and all over the world. This was three years after the Rain Room opened at London’s Barbican Center. The entire six-month run sold out in less than 90 minutes. At its San Francisco location, which opened this month, single tickets went up to $38. (Instagram doesn’t show how many photos have been posted at a particular geotag, but there are over 66,000 images with the #museumoficecream hashtag.) All those grams have made the Museum of Ice Cream a coveted place to be: In New York, the $18 tickets to visit-300,000 in total-sold within five days of opening. ![]() More than 241,000 people follow its page, and countless more have posted their own photos from within the space. One year and three cities later, the Museum of Ice Cream has graduated to cult status on Instagram. Even the museum’s co-founders, Maryellis Bunn and Manish Vora, often wore some shade of bubblegum pink around the museum as if they, too, were on display. There was a giant ice cream sandwich swing. In one room, ice cream cones hung like pendant lights. The walls were painted a soft shade of millennial pink. ![]() When the Museum of Ice Cream opened in New York in 2016, it was more a temporary curiosity than a rival to, say, the Whitney Museum of American Art, which stood just across the street.
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