Sloomoo Institute Makes West Coast Debut With ‘Impressive’ Space

Sloomoo Institute, the ultimate slime museum, opens its doors fifth The company has opened a new location in the heart of Los Angeles, marking its first major move to the West Coast. The company’s highly immersive sensory experience is beloved in Atlanta, Chicago, Houston and New York, but co-founder and co-CEO Karen Robinovitz believes the new location is the company’s most innovative and creative yet.

THE 13,000 square feet The space was formerly a Sony IMAX theater, meaning it has “really majestic ceilings, about 30 “It’s a 328-foot-tall building,” Robinovitz said. The Sloomoo Institute team knew they would have to lean heavily on that magnificence if they wanted to make a splash on the Los Angeles scene.

“It’s a good time for Los Angeles because we weren’t ready to go this big until now,” Robinovitz admitted. “And when I say big, it’s not (just) about the size of the space, but impression LA has on a brand’s national presence. That means you’re officially bi-coastal and it’s a very national, if not international, market in terms of the number of people who travel there and commute between the island and the country.

For example, Robinovitz and his team knew immediately that they had to color the all-gray building bright magenta, Sloomoo’s signature color. “Having the building be that color also serves as an outdoor advertisement, because the traffic on the street is unbeatable.”

Sloomoo worked with Method designits architectural partner for all locations, to develop the overall design concepts for different themed rooms. One room is a tribute to the Beverly Hills Hotel, while another visually ties in with the Malibu beach vibe.

Robinovitz noted that the design and experience teams “really pushed their limits” from an architectural design perspective, largely due to the natural composition of the space. The walls are angled and undulating, creating an opportunity for new visual elements to reveal themselves “in a way that mimics all the mud flowing,” Robinovitz said. “It’s impressive to see this sinuous movement in such a vast space with massive ceilings.” The resulting design and architectural language “are the culmination of all our ideas (in all locations),” she added.

Create a “La-La Land” Feel

Some of the Sloomoo Institute’s most beloved equipment can be found in the Los Angeles space, including Sloomoo & Repeat, which many visitors know as the “slime wall,” a slime slingshot, a 500-a 1-gallon “lake” of cloudy slime that customers can walk around in, and an upgraded DIY slime bar that allows people to have more control over the colors and scents they use to customize their slime. However, the team made a point of including new vignettes and activities unique to Los Angeles.

“Part of our strategy is to add elements that are signature to the city – something that only lives there,” Robinovitz said.

Groov’s Grove is an interactive sound journey where visitors can create their own sounds as they venture through the space—an ode to Los Angeles’ entertainment and wellness roots. “Groov is one of our characters, our meditation and music-loving character,” Robinovitz said. “If anyone could appreciate that L.A. green juice lifestyle, it would be Groov.”

The focal point of the space is an installation by artist Randy Palumbo, a “kaleidoscopic, reflective, immersive room, all mirrors and aluminum, with Tibetan singing bowls embedded in it that resonate alongside a symphony of purple, pink, and blue lights,” Robinovitz says. “You can activate the singing bowls by pressing bells, which makes the experience interactive. It’s a place to be lulled by sound and go on a sonic journey, which is a very iconic and distinctive moment in Los Angeles. It’s outside the language of slime, but adjacent to our world, so it’s really about tapping into your senses.”

Other Los Angeles exclusive features include:

• Sloomoo Woodwhere visitors can print their hands into a slime installation inspired by a sidewalk reminiscent of the Hollywood Walk of Fame;
• Stoodioa dedicated space where content creators and influencers can take photos against 16 custom backgrounds; and
• A DJ booth pupil 10 feet above the crowd which will create a musical ambiance for the space.

Fighting for a location in Los Angeles that actually has foot traffic

Robinovitz says the Sloomoo Institute’s approach to real estate is based on both a data-driven strategy and “vibe.” “We always have a gut feeling and a feel for a city, but we constantly back it up with data, such as population, percentage of families, tourist attractions and number of visitors over the course of the year.”

LA ticked all those boxes; plus, the leadership team “always dreamed of being in LA,” Robinovitz said. But the building itself, at 157 Fairfax Avenue, provided an incredible canvas for Sloomoo Institute to visually tell its brand story. In fact, the company embarked on a 18-a month-long negotiation process to secure the space. “We looked at other spaces, but we knew we couldn’t beat this location,” Robinovitz said.

One of the main (but simple) reasons is natural foot traffic and proximity to key family landmarks. “It’s an iconic location across from the Grove and the farmers market, and it’s a place that has a lot of foot traffic, which is rare in L.A. because everyone drives,” Robinovitz says. “There’s a lot of people who naturally go to see the space.”

In addition to The Grove and the farmers market, the new Sloomoo Institute is near a Trader Joe’s, an Erewhon and Sidecar Doughnuts, considered a Los Angeles institution.

A future in showbiz?

Because Los Angeles is the country’s most recognizable entertainment hub, Robinovitz and co-founder Sara Schiller felt it would be the perfect time to bring the brand’s intellectual property to life, including a mascot that has appeared in content, email marketing and physical spaces as a nine– a walking inflatable character. “Moving to Los Angeles really prepares us for our future in entertainment. We weren’t ready for this before,” she admitted.

In the short term, the Sloomoo Institute is further integrating itself into the entertainment world by doubling down on partying. The establishment has three VIP party rooms that can each accommodate up to 40 The company is therefore courting celebrities, influencers and other “friends of the brand” who want to host birthday parties and other events. It is also the first site to have a dedicated events team to support this growing side of the business.