26 October 2023
Under the Radar: A museum or an attraction? Museum of Ice Cream explains its positioning and its recipe for sustainable revenue growth
Is the Museum of Ice Cream a museum or an attraction? That’s the question we’re going to pose to its business leader today!
Founded by global lifestyle brand Figure8, the Museum of Ice Cream consists of fully immersive spaces like a pool of rubber sprinkles, a unicorn headed slide and more.
With locations in Austin, Chicago, New York City and Singapore, the firm calls itself a pioneer in the experience-first industry that helps to rediscover the kid in the young and old.
But how does the Museum of Ice-Cream define the space in which it operates in as far as its pricing strategy, product pipeline and valuations are concerned?
Speaking of which, the company’s parent Figure8 was valued at US$200 million in 2019 after receiving US$40m of Series A funding led by consumer venture capital firms including Elizabeth Street Ventures.
But what numbers are we looking at right now, four years down the road? What are some of the firm’s recipes for sustainable revenue growth in the longer term?
In the meantime, Toronto-based company Lighthouse Immersive – which is behind the “Immersive Van Gogh” exhibition – had reportedly filed for Chapter 15 bankruptcy earlier this year.
What does this suggest about the challenges experiential museum operators face? And are we seeing a consolidation in the industry in the near term?
On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Pirakash T, Head of Revenue & Growth at Museum of Ice Cream.

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26 April 2023
Culture Club: Museum of Ice Cream launches Singapore's first official dessert guidebook
The Museum of Ice Cream has recently launched Singapore’s first ever official guidebook for desserts as part of Singapore Tourism Board’s SingapoReimagine Marketing Programme.
As the first ever official guidebook to desserts in Singapore, Sweet Spots will be the comprehensive dessert guide that is representative of Singapore’s diverse culinary landscape.
Pirakash T, Head of Asia Pacific for Figure8 & Museum of Ice Cream tells us more about this campaign and their experience being part of STB’s SingapoReimagine Marketing Programme.

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30 September 2022
Influence: Redefine your ice cream experience with MOIC!
Michelle Martin speaks to Pirakash T, Head of Museum of Ice Cream’s Asia-Pacific region to learn why Singapore was chosen as its first global outpost and what’s ahead for the attraction.

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