WilkinsonEyre to design experiential $268 million London Tunnels makeover

2023-09-28T19:40:00-04:00

WilkinsonEyre has been announced as the architects of a new $268 million adaptive reuse plan that will overhaul a World War II era bomb shelter underneath High Holborn, London into a high-tech immersive tourist destination.

The plan was made possible after the government-run tunnels were made public for the first time in 70 years. Their clients, The London Tunnels Ltd., purchased the nearly mile-long tract with designs on transforming it into a digital experience-laden cavern with the potential for a bar space, restaurant, and exhibits for upwards of two million visitors per year.

The firm’s London Director, Paul Baker, said: “These secret spaces present the opportunity to tell extraordinary stories that helped shape the 20th century, alongside awe-inspiring digital immersive experiences.”

Image: DBOX courtesy of WilkinsonEyre

WilkinsonEyre’s makeover of the 7.6 meter (24.9 foot)-wide spaces will include installing curved screens, scent-emitting technology, a system of pinpoint audio...

The Museum of Ice Cream will have a permanent location in New York City

2019-08-21T18:58:00-04:00

“Our community asked for it,” says Maryellis Bunn, co-creator and CEO of the Museum of Ice Cream. “They wanted a place where they can go to, not once, but to continue to come and visit us. When we have these pop-up models, we’re not able to hold space for our community. So to be able to give them a place, not just programmatically, but also to have it be a place that’s theirs is so important to us.” The new New York flagship location will be in Manhattan’s Soho neighborhood.

The Museum of Ice Cream (MIC) started s a pop-up experience in New York and Los Angeles, but now it has finally acquired its first permanent location. The organization has also expanded into retail, with a branded collection in Target, a makeup collaboration with Sephora, and their own ice cream.

“Our ambition has always been to create spaces that can connect humans to humans, and humans to architecture. Our journey to get there has been to create, understand, and then recreate,” said the company's CEO, in a Fast Company article.

The future looks bright for the MIC team. The new NYC location "will span nearly 25,000 square feet across three floors with 13 new installations."

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​WilkinsonEyre to design experiential $268 million London Tunnels makeover

The Museum of Ice Cream will have a permanent location in New York City

WilkinsonEyre to design experiential $268 million London Tunnels makeover