The Los Angeles County Museum of Art is slated to begin demolition on its $750 million dollar construction product and redesign in early April. On Wednesday, April 1, the museum announced a new aspect of its relaunch: a partnership with the beloved Instagram-friendly destination, the Museum of Ice Cream (MOIC). LACMA and MOIC will collaborate on an immersive Los Angeles-focused ice cream exhibition that will be housed in one of the wings of the new Peter Zumthor-designed main building, titled LICKMA.
As museums are being prompted to include more experiential and family-friendly exhibitions, thanks to the popularity of immersive art spaces like Santa Fe’s Meow Wolf, LACMA is following suit. The Museum of Ice Cream, which currently has locations in New York and San Francisco, is bringing that approachable flair to the Los Angeles institution, which has been the subject of some controversy and criticism of late. “We are trying to adapt to the times and listen to our community,” a LACMA spokesperson told Hyperallergic. “LICKMA will be a playful, sensory experience that we hope will bring in more of the general public to visit the museum.”
LICKMA will kick off with a competition, featuring some of Los Angeles’s favorite ice cream purveyors. Hollywood staple Mashti Malone’s, Silverlake’s Magpies Softserve, Atwater’s Wanderlust, and Santa Barbara-based McConnell’s Fine Ice Creams are all scheduled to compete.
“We are hopeful that the coronavirus pandemic is under control by the time we are ready to open,” a MOIC representative told Hyperallergic. “LICKMA without the ‘lick’ is no fun at all.”