Figure8
Figure 8 is an experience-first company founded in 2016 that designs and operates immersive physical venues — principally Museum of Ice Cream locations across six global cities and the Home Quart social sporting brand — serving individual consumers, families, and corporate brand partners seeking tangible, shareable real-world experiences.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Figure8 does
Figure 8 is an experience-first development company founded in 2016 by Maryellis Bunn and Manish Vora that designs, builds, and operates immersive physical venues it calls "experiums." Its flagship brand, Museum of Ice Cream (MOIC), operates permanent experiential museums in six cities — New York City (2019 flagship at 558 Broadway in SoHo, 25,000 sq ft), Austin, Chicago, Singapore, Miami, and Boston — featuring dessert-themed interactive installations including signature elements such as the world's largest sprinkle pool and longest indoor slide. A second brand, Home Quart, launched in 2024 and combines pickleball courts with food, beverage, and event programming as a social sporting concept with a recurring membership model. The company also offers "Experium Development Services," a B2B consultancy helping partners design and operate experiential venues.
Figure8 firmographics
Firmographics- Name
- Figure8
- Legal name
- Figure 8
- Website
- https://figure-8.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Figure 8 is an experience-first company founded in 2016 that designs and operates immersive physical venues — principally Museum of Ice Cream locations across six global cities and the Home Quart social sporting brand — serving individual consumers, families, and corporate brand partners seeking tangible, shareable real-world experiences.
- Ownership category
- akta.pro rank
Figure8 industry classification
Industry- Product category
- Experiential Entertainment
- NAICS
- Amusement Parks and Arcades (7131), Amusement and Theme Parks (71311), Other Amusement and Recreation Industries (7139)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)
- akta.pro secondary industries
- Exhibition, Retail & Experiential Design (BPAHAKAL), Party Games, Activities & Interactive Entertainment (HSACACAJ)
Keywords
Where Figure8 is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Figure8 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Ticket Sales and Admission: Revenue generated from visitors purchasing admission to Museum of Ice Cream and Home Quart experiential venues across multiple global locations
- Food and Beverage Sales: On-site food and beverage offerings including pickle-inspired menu items, cocktails, and refreshments at experiential venues
- Merchandise: Sale of branded merchandise and collectibles within venues
- Memberships: Recurring membership programs for Home Quart providing ongoing access and benefits for frequent visitors
- Event Hosting and Private Bookings: Rental of event spaces for groups seeking unique experiences, corporate events, and celebrations
- Experium Development Services: Consultancy and specialized services for partners seeking to create their own experiential spaces, including design development, operations, and global marketing reach
- Brand Licensing: Potential future licensing revenue from Museum of Ice Cream and Home Quart brand extensions into new categories and markets
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Figure8 product offering
Product offeringCore offering
Figure 8 creates and operates "experiums" — proprietary immersive physical venues that combine entertainment, dining, and recreation under consumer brands such as Museum of Ice Cream (interactive dessert-themed exhibits including the world's largest sprinkle pool) and Home Quart (a pickleball-centered social sporting venue with food, libations, and event spaces). The company also offers Experium Development Services, providing design, operations, and global marketing expertise to partners seeking to build their own experiential venues.
Product overview
Figure 8 is an experience-first company that creates 'experiums' – immersive, interactive spaces designed to bring people together outside of distraction. The company operates two main brands: Museum of Ice Cream (an experiential art museum with dessert-themed interactive exhibits and installations) and Home Quart (a social sporting experience featuring pickleball courts, food, and libation). Additional experiential spaces are in development, with new locations and categories planned for 2024 and beyond.
Differentiator
Problem solved
Functional benefit
Brands
- Museum of Ice Cream: An immersive museum experience centered on ice cream, featuring interactive exhibits, installations, and dessert-inspired environments across multiple global locations.
- Home Quart
Products and services
- Museum of Ice Cream An award-winning experiential art museum and immersive dessert-themed installation featuring interactive exhibits such as the world's largest sprinkle pool and the longest indoor slide. Operated as permanent venues in NYC, Austin, Chicago, Miami, Boston, and Singapore, plus pop-ups (e.g., Shanghai), targeting general consumers, families, friend groups, and tourists seeking shareable, multi-sensory entertainment experiences.
- Home Quart The first-ever social sporting experience combining play, programming, design, food, and libation centered on pickleball. Features rentable pickleball courts, a pickle-inspired menu, cocktails, memberships, and event spaces, targeted at pickleball enthusiasts and active social groups seeking combined sport-dining-entertainment venues.
- Experium Development Services Consultancy and specialized services for brand partners seeking to create their own experiential spaces, including design development, operations, and global marketing reach leveraging Figure 8's proprietary experium playbook.
Quantifiable outcome
- 100 million+ media impressions and sustained earned media coverage across major global publications
- +1 more outcomes
Companies that use Figure8
Customer profileSegments3 records
Ideal customer profiles2 records
Figure8 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Figure8 partnerships and signals
Strategic signalScale indicators5 records
Recent moves8 records
Expansion highlights7 records
Figure8 competitors and assessment
Company assessmentDirect peers
- teamLab: teamLab creates large-scale, ticketed immersive digital art installations operating permanent venues globally. Comparable as a category-defining immersive art experience brand with international expansion and social-media-driven demand, competing for the same experiential leisure consumer.
- Museum of Illusions: Museum of Illusions is a franchised, multi-location immersive attraction concept with sites globally. Comparable to MOIC as a repeatable, experiential, photo-driven museum format targeting tourist and group visitation in major cities.
- 29Rooms: 29Rooms (by Refinery29) operated multi-room, brand-sponsored immersive experiences in major U.S. cities. Comparable as an Instagram-first immersive experience concept and useful as a cautionary comparable for the demand cycle of the category.
- ARTECHOUSE: ARTECHOUSE operates permanent, technology-driven immersive art venues in NYC, DC, Houston, and other cities. Closely comparable business model to Museum of Ice Cream: themed, ticketed, walk-through installations focused on visual spectacle and social sharing.
- Immersive Van Gogh / Lighthouse Immersive: Lighthouse Immersive produces large-format, ticketed immersive art experiences (Van Gogh, Frida Kahlo, etc.) in cities across North America. Directly comparable as a multi-venue operator monetizing themed immersive art through ticket sales, merchandise, and F&B.
- Color Factory: Color Factory runs ticketed, multi-room immersive art experiences in NYC and other major cities, with a similarly Instagram-first, dessert-and-color-themed aesthetic. It competes head-to-head with Museum of Ice Cream for the same experiential consumer occasion and tourist wallet.
- Chicken N Pickle: Chicken N Pickle operates multi-unit indoor/outdoor pickleball, dining, and bar venues. Closest direct comparable to Figure 8's Home Quart concept, combining social pickleball with food and beverage, memberships, and event programming.
- Candytopia: Candytopia operates ticketed, dessert-themed immersive experiences in multiple U.S. cities, directly comparable in concept (sugar-themed, Instagrammable, family/female-skewing) to Museum of Ice Cream. Demonstrates both the appeal and fragility of the dessert-immersive museum category.
- Meow Wolf: Meow Wolf operates large-scale, immersive, narrative-driven art installations in permanent venues across multiple U.S. cities. It is the most direct analog to Figure 8's Museum of Ice Cream model: themed, ticketed, walk-through immersive experiences designed for social media shareability.
Emerging players
- Wndr Museum: Wndr Museum is an immersive, photography-driven art and culture venue in Chicago with a comparable walk-through, shareable-installation model to Museum of Ice Cream. Slightly smaller scale but similar visitor demographic and use case.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Figure8 social profiles
Digital presenceFigure8 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Figure8 leadership team
Management profileNumber of profiles
Profiles8 records
Figure8 subsidiaries and ownership
Company hierarchySubsidiaries2 records
Figure8 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Figure8 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Figure8
What does Figure8 do?
Figure 8 creates and operates "experiums" — proprietary immersive physical venues that combine entertainment, dining, and recreation under consumer brands such as Museum of Ice Cream (interactive dessert-themed exhibits including the world's largest sprinkle pool) and Home Quart (a pickleball-centered social sporting venue with food, libations, and event spaces). The company also offers Experium Development Services, providing design, operations, and global marketing expertise to partners seeking to build their own experiential venues.
Is Figure8 a public or private company?
Figure8 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Figure8 founded?
Figure8 was founded in 2016. It employs 1 to 10 people.
Where is Figure8 based?
Figure8 is headquartered in New York, United States, in the North America region.
How does Figure8 make money?
Seven revenue lines are on record. Ticket Sales and Admission is the primary driver. The others are food and Beverage Sales, merchandise, memberships, event Hosting and Private Bookings, experium Development Services and brand Licensing.
Who are Figure8's main competitors?
Direct peers on record are teamLab, Museum of Illusions, 29Rooms, ARTECHOUSE, Immersive Van Gogh / Lighthouse Immersive, Color Factory, Chicken N Pickle, Candytopia and Meow Wolf. Wndr Museum is listed as an emerging player.
Does Figure8 have an API?
No public API is recorded for Figure8.
What industry is Figure8 in?
Figure8's product category is Experiential Entertainment. Its primary akta.pro industry code is THAAAAAD, Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play), with a secondary code of BPAHAKAL, Exhibition, Retail & Experiential Design. Its NAICS code is 7131 and its SIC code is 7900.