Instagrammable moments, or should we say “immersive experiences” at interactive museums in NYC, are taking over the Big Apple. Whether located in a pop-up space, museum, or major retail store, these photo ops are awfully pretty and fabulous fun to visit. There’s the selfie-friendly Color Factory, cutting-edge art spot ARTECHOUSE, and offbeat picks like the immersive art of INTER_. Each of these cool museums and experiences will make great fodder for your Insta feed, only in the endlessly photographable New York City.
THE BEST INTERACTIVES IN NYC
INTER_
New hyper-sensory environment INTER_ in SoHo/Tribeca will let you play with sound waves, interact with body movement, and immerse yourself in a dome. The journey takes cues from the elements, earth, wind, fire, water—and ether.
Image: INTER_.
SoHo/Tribeca’s interactive art space INTER_ presents two floors of otherworldly environments. Be among the first to explore the newest installation here: The INTERnet. In collaboration with The Treenet Collective, 80,000 feet of hand-woven rope now floats over the space. Guests are invited to jump, climb, relax, and get lost, taking in the artwork from within.
Uncover magical worlds transformed by winter, from snow-covered forests to interactive winter installations, as The Winterverse returns to immersive space INTER_. The photo ops will be endless, runs through January, 2025.
415 Broadway, interiam.co
THE MUSEUM OF BROADWAY
Photo: Monique Carboni.
The Museum of Broadway is an interactive, experiential museum that celebrates the rich history of theatre in New York. Hundreds of rare costumes, props, and artifacts over three floors of exhibits let visitors experience Broadway like never before. Along the way you’ll get the stories of the pivotal shows that transformed the landscape of Broadway from the 1700s through the present, and then you’ll step backstage to learn how Broadway magic is made. Fall in love with Broadway— past and present. 145 W. 45th St. (btw. Sixth Ave. & Broadway), 212-239-6200, themuseumofbroadway.com
SQUID GAME: THE EXPERIENCE
The hit Netflix show Squid Game meets real life (with some modifications) at this new immersive. Find out if you can outsmart the Young-hee doll in Red Light Green Light, among multiple challenges at Squid Game: The Experience. (Afterwards, you can relax at a Korean-inspired Night Market with merch, photo stations, and soju-infused cocktails.) Manhattan Mall, 100 W. 33rd St., squidgameexperience.com/new-york
MERCER LABS: MUSEUM OF ART AND TECHNOLOGY
Image: Museum of Art and Technology.
Newly opened in the Financial District, the Mercer Labs Museum of Art and Technology brings together 15 experimental exhibition spaces, interactive experiences, unique listening encounters, and immersive installations. Experimental artist Roy Nachum is behind the creative vision. 21 Dey St., mercerlabs.com
COLOR FACTORY
Color Factory, a massive interactive art space, began in 2017 in San Francisco. Wildly popular, the project has set up shop in SoHo. Designed by a wide spectrum of artists, Color Factory walks visitors through 16 rooms devoted to the wonder of color. You’re invited to compliment someone using color words, discover your signature color, and read wishes for the world written by NYC school children on varicolored balloons. Each room is equipped with a camera that can take a picture of you and send it to your phone: the better to post with! 251 Spring St., support@colorfactory.co, colorfactory.co, @colorfactoryco
HORIZON OF KHUFU
The Pyramids of Giza have arrived in NYC. Horizon of Khufu: An Immersive VR Expedition to Ancient Egypt takes visitors on a journey through pyramids, hieroglyphs, forbidden corridors, and other elements of the reign of King Khufu (a.k.a. Fourth Dynasty pharaoh Cheops, who lived 2589–2566 BCE). Eclipso NYC, 555 W. 57th St., horizonkheopsexperience.com/nyc
ARTECHOUSE
Head to the historic boiler room of Chelsea Market to experience the immersive space ARTECHOUSE, NYC's original home for digital art. You’ve never seen art like this before, as room-sized digital projections merge with sound design to create a cinematic experience. The latest show here is Tingle Bells: An ASMR-Inspired Holiday Special. Drawing on the relaxation that comes from Autonomous Sensory Meridian Response (ASMR) stimuli, go on a seasonal retreat that blends nostalgic holiday warmth with cutting-edge digital art.(While you’re here, grab a drink at The XR Bar, an extended reality bar powered by the ARTECHOUSE XR App.) 439 W. 15th St., #artechouseNYC, @artechouse, artechouse.com
BLOOM: THE SECRET WONDERS OF NEW YORK’S FORGOTTEN EDEN
Rockefeller Center immersive HERO has launched a new nature-inspired experience. BLOOM: The Secret Wonders of New York’s Forgotten Eden takes inspiration from America's first botanical garden, The Elgin Garden, which was located right where Rock Center is today. Go on a seed's journey from root to bloom through spaces like the Mushroom Forest and The Conservatory (the latter stocks libations). There’s also photo ops, interactive digital content, soundscapes, and scentscapes.
Rockefeller Center, Rink Level, 15 W. 49th St., hero-nyc.com
SISTINE CHAPEL IMMERSIVE
Vatican City meets Industry City as Michelangelo’s Sistine Chapel: The Exhibition opens in Brooklyn. Immerse yourself in Michelangelo's Sistine Chapel frescoes. Engage with every detail, brushstroke, and color up close, from “The Creation of Adam” to “The Last Judgment.” Through January 5th. Industry City, 900 Third Ave. (btw. 33rd & 34th Sts.), Brooklyn, NY, chapelsistine.com
ART CARNIVAL: LUNA LUNA
Big-time art meets amusement park vibes in the unlikely installation Luna Luna: Forgotten Fantasy. Now open at The Shed at Hudson Yards, the exhibition features a Ferris wheel by Jean-Michel Basquiat and immersive pavilions by David Hockney, Salvador Dalí, and Roy Lichtenstein. That the art even survived is random luck—originally displayed in 1987, the pieces were forgotten for decades in storage in Texas. 545 W. 30th St., 646-455-3494, theshed.org
STARSCAPE
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Taking inspiration from the Korean Winter Solstice, light installation STARSCAPE transports guests through the longest night of the year in a multi-sensory experience. Genesis House does the hosting, showing off the celestial work of award-winning creative director and production designer Ethan Tobman. 40 Tenth Ave., 855-444-0836, genesishouse.com
LIGHTSCAPE
Winter Cathedral by Mandylights, returning for Lightscape 2024. Photo by Liz Ligon, courtesy of Brooklyn Botanic Garden.
For the fourth year, the grounds of the Brooklyn Botanic Garden are transformed into a dream world of light and music for Lightscape. Stroll along the pathways—ideally with a Kahlúa-laced hot chocolate—and immerse yourself in mesmerizing forays into illuminated art. 990 Washington Ave., 718-623-7200, bbg.org
TIANYU LIGHTS FESTIVAL
Photo ops will be everywhere you turn as Koda’s Adventure to the Magical Forest takes over Citi Field in Queens. In addition to the luminous art, the Tianyu Lights Festival features live music and dance, a marketplace, and refreshments at the Forest Food Court. Citi Field Lots Lot E & F, 41 Seaver Way, Queens, tianyuculture.us/nyc
SPOOKY SEASON LIGHT TRAIL
Image: LETSGO COMPANY, Creative Director: Felype de Lima, Illustrator: Borja Arrufat.
Join Jack Skellington, Sally, and Zero on a walk of wonders at the world premiere of Tim Burton’s The Nightmare Before Christmas Light Trail. The spectacle is up for a nine-week run at The New York Botanical Garden. Closes December 1st. 2900 Southern Blvd., the Bronx, 718-817-8700, thenightmarebeforechristmaslighttrail.com
iMUSEUM
American Dream is just a blink away from Times Square on the New Jersey side. There's a new interactive here with great photo ops. iMuseum Emotions lets you explore 14 Emotion Rooms, each representing a different feeling. Take a guess at what space you're in (QR codes provide interactive answers.) A cutting-edge 3D projection room blends technology and creativity. American Dream Mall, The Garden, Level 1, 1 American Dream Way, East Rutherford, NJ, americandream.com/venue/imuseum
THE MUSEUM OF ICE CREAM
Among the first of its kind, The Museum of Ice Cream enjoyed a sweet stint in Manhattan beginning in 2016. Now it’s back at a permanent location with even more space to play in. Check out the three-story slide that ends in a pool of sprinkles, and walk through a hall of ice cream scoops. There's also branded ice cream to taste and very cute MOIC merch to take home. 558 Broadway, museumoficecream.com, @museumoficecream
SUMMIT ONE VANDERBILT
Blending elements of art, technology, architecture, and thrill, SUMMIT One Vanderbilt takes the concept of an “observation deck” to entirely new heights through its three levels of multi-sensory experiences. Look for immersive art installations on top of stunning midtown views, both day or night. 45 E. 42nd St., 877-682-1401, summitov.com
MUSEUM OF ILLUSIONS
The Museum of Illusions NYC is great photographic fun, as you'll be able to laugh, scream, run, take selfies, and generally do the kinds of things they don't allow in other museums. You (or your prankster friend) can even become a head on a platter. There’s also an Anti-Gravity Room, an Infinity Room (a hall of mirrors for the 21st century), and a room where you’ll walk on walls. Nothing is as it seems; it’s all illusion, and all incredible! 77 Eighth Ave., 212-645-3230, newyork.museumofillusions.us, @moi_newyork
MADAME TUSSAUDS NEW YORK
New York City is famous for its gala culture. For the first time ever, you can immerse yourself in the scene right in Times Square. The Madame Tussauds flagship holds 19 celebrities, including new and never-before-seen wax figures of Ariana Grande and P. Diddy, at the just-opened Glow Gala. Many of the figures, including RuPaul, Lady Gaga, and Katy Perry, are wearing illuminated, show-stopping looks inspired by New York’s legendary Met Gala. The exhibition comes to life with state-of-the-art projection technology and dramatic lighting, choreographed to a New York City-centric soundtrack. Floral walls and neon art provide a perfect backdrop for photo ops.
The season for shivers isn't over yet. The newest immersion at Madame Tussauds is Warner Bros. Icons of Horror. Incredible wax figures are set within four highly themed, fully immersive scenes. Celebrate legends, including Pennywise and Regan from The Exorcist, in chillingly lifelike detail. If you dare. 234 W. 42nd St., nycwax.com
THE MUSEUM OF SEX
Museum of Sex's pop up exhibit Super Funland: Journey into the Erotic Carnival examines the sexual history of the carnival. An interactive exhibition of 13 erotically charged games and amusements allows visitors to lose themselves in the carnality, decadence, and joy of a reimagined carnival. You'll also pick up some history along the way, as the exhibit looks at the bacchanalian origins of the carnival in ancient Greece and Rome and its evolution in pre-industrial Europe and the “midway” of the great World’s Fairs of the 20th century. 233 Fifth Ave., 212-689-6337, museumofsex.com
SLOOMOO INSTITUTE
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Have "the slime of your life" at Sloomoo Institute, a pop up sensory playground. Activate your senses of touch, sound, and scent through endless vats of slime waiting to be played with. There's also an immersive ASMR tunnel. a glow-in-the-dark cove, an EEG machine to show your brain “on slime,” and a 150-foot long DIY bar where you can design your dream slime. 475 Broadway, sloomooinstitute.com
RISENY
Part ride. Part museum. All New York. Soar over the city at RiseNY, a three-part, one-of-a-kind experience new to Manhattan. Step back in time to 1904 as you visit NYC’s very first subway station at City Hall and watch an immersive film by documentarian Ric Burns, voiced by actor Jeff Goldblum, which showcases how NYC became the crossroads of the world. From there you can journey through seven exhibits including Fashion, Music, Movies, and more. After excellent photo ops, you'll take flight on a first-ever soaring ride and experience the sights, sounds, and smells of Big Apple icons. 160 W. 45th St., 601-228-2201, riseny.co
THC NYC
The first-ever immersive destination exploring cannabis has put down roots in SoHo. THC NYC provides a multi-sensory journey through 10 exhibitions spanning art, music, fashion, and more. The Green Room is available for chilling and on Saturday and Sunday afternoons you can watch live glassblowing. 427 Broadway, thcnyc.com
AMERICAN MUSEUM OF NATURAL HISTORY
Photo: Iwan Baan.
The Natural History Museum's long-awaited Richard Gilder Center for Science, Education, and Innovation has opened to the public. In addition to stunning architecture, there's also a permanent butterfly vivarium, an insectarium dedicated to the most diverse group of creatures on the planet, and the immersive experience Invisible Worlds, pictured here. The exhibition lets you explore networks of life at all scales, including several invisible to the human eye. You'll become part of the story as your movements influence the projections around you. The range of experiences is amazing, including satellite networks, the human brain, interactions in Central Park, jellyfish, the Brazilian rainforest, and a humpback whale. 415 Columbus Ave., 212-769-5100 amnh.org
FUN, INTERACTIVE POP UP MUSEUMS IN NYC
BANKSY MUSEUM
Image courtesy the Banksy Museum.
He may be anonymous, but he's one of the world's most famous artists. The world's largest collection of Banksy’s life-sized murals and artwork is now open in NYC. An immersive experience, the Banksy Museum also features some of the artist's studio work, animated visual elements, and videos. 277 Canal St., museumbanksy.com
THE FRIENDS EXPERIENCE
Step inside the world of Friends! With two floors of immersive experiences, The Friends Experience is the ultimate outing for fans of the beloved TV series. Pose on the iconic orange couch, sit at Monica and Rachel’s kitchen table, kick back and relax in Joey and Chandler’s comfy chairs, and so much more. At this flagship NYC location fans can also buy coffee and pastries at the grab & go cafe in Central Perk. 130 E. 23rd St., friendstheexperience.com
CRICKET’S CANDY CREATIONS
Cricket's Candy Creations is a Hudson Square pop-up that lets kids get messy with their favorite medium: candy. There's a Candy Kitchen with Silly Sushi and Bogus Burgers, a place to make a Tasty Trinket, edible slime (it comes in three flavors, Birthday Cake, Gummy Bear, and Candy Slime), a Chocolate Chamber, Lollipop Lounge, and much more. 200 Hudson St., cricketscandy.com
Find immersive experiences of a theatrical bent here.
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