Milk Bar to open giant choose-your-own-adventure Flagship

Bakery brand Milk Bar is set to open a flagship store in New York City’s Ace Hotel tomorrow. The brand, founded by Christina Tosi, has been on a growth tear in the last few years. It earned funding, including an eight-figure investment from RSE Ventures in 2017, to position the bakery-and-dessert concept for new growth, both as a brick-and-mortar and digital brand.

The 5,000-square-feet, two-level store is brick-and-mortar to the extreme. Customers can partake in various experiences, including customizing treats, sampling products from the brand’s R&D kitchen, or shopping a mini-mart, which the brand describes as “a bodega-inspired shop stocked with to-go treats and trinkets.”

“This Flagship is our love letter to New York, the beloved city where we first got our start that has cheered us on ever since. An insanely exciting playground of food and fun, this store is our vision of joy, of adventure come to life, a wonderland unlike anything we’ve ever dreamt up— where we invite the world in to flip dessert on its head, send a care package or two and tap into their own creativity alongside us,” said Tosi in a statement.