Maryellis Bunn is an American entrepreneur, creative director, and the founder of Figure8, Inc, which is the parent company of the Museum of Ice Cream (MOIC). She developed a concept for converting vacant retail spaces into immersive, museum-style environments, opening the first MOIC location in New York City in 2016. The installation combines fantasy-themed design elements, social interaction, and retail components. By 2019, the company had reached a valuation of $200 million.^[1]

As the Museum of Ice Cream brand expanded in the United States and internationally, Bunn has been recognised by Forbes and Ad Age as a pioneer in the cultural experience concept known as an experium, a version of experiential museums.^[2]

Bunn was raised in Laguna Beach, California.^[3] She moved to New York City for higher education, graduating from New York University and earning a joint degree in business and design from Parsons School of Design.^[3][4]

After completing her studies, Bunn worked in design and business strategy, including serving as Head of Forecasting and Innovation at Time Inc.^[3] She later consulted for major companies such as Facebook, Instagram, Staples, and Fortune before launching a new venture in 2016 with co-founder Manish Vora.^[5] The self-funded venture with co-founder Vora was Figure8 Inc.,^[3] which focused on creating multi-sensory, inclusive experiences inspired by ice cream.^[1][6] The concept debuted as a pop-up in Manhattan's Meatpacking District in 2016, where the Museum of Ice Cream brand first emerged.^[7]

The exhibit's popularity led to additional pop-ups and later permanent locations in cities such as Los Angeles, Miami and San Francisco.^[5] Bunn coined the term "experiums" for these spaces,^[8] which drew over 1 million visitors in 2018.^[7][9] These achievements saw her recognized on the Forbes 30 Under 30 list and also by Ad Age.^[10][11] To support further growth, Bunn secured $40 million in Series A funding in 2019,^[12] enabling expansion across the U.S. and into Singapore and Shanghai.^[7][13] That same year, MOIC opened its Soho flagship.^[14][12][15] In 2020, a design intended to honor victims of police brutality drew criticism for its color scheme,^[16][17] prompting revisions and an apology.^[18] MOIC then expanded internationally with openings in Singapore,^[19][20] Austin, Chicago,^[21] and Shanghai between 2021 and 2022, including a collaboration with Shake Shack for the Shanghai site.^[22]

Bunn shifted the focus to expanding MOIC's permanent experium venues rather than temporary pop-ups from 2022 onwards. This included new locations in the United States beginning with Miami in September 2024,^[23] and followed by a location in Boston that December.^[24] The brand continued developing as a scalable concept with a focus on new immersive installations such as the "Creamliner" and "Hall of Freezers" in Miami.^[25] Bunn also announced further expansion, with a Las Vegas location planned for 2026,^[26] and the first ground-up MOIC building in California revealed in late 2025.^[27] The Los Angeles MOIC will be the first permanent site in the state, following its earlier 2017 pop-up.^[28]