Idea
Turn the Jordan house into a Museum-of-Ice-Cream-style photo experience
Shaan's twist on the museum: make it a modern, photo-heavy walkthrough like the Museum of Ice Cream — visitors pose in Jordan's bed, in giant Air Jordans — and leave with 10 Instagram-worthy shots that market the place for free.
“I think you could make it a museum that's like a modern museum that we've been talking about, like the Museum of Ice Cream or something like that, where the tour is very heavy photo-based. And so you're, you know, you're going through and it's all these different photo exhibits of, you know, you in Michael Jordan's bed and, you know, wearing, you know, a pair of his Air Jordans or standing in a pair of giant Air Jordans or something like that.”
Steal thisDesign every room of an attraction to produce a shareable photo so visitors do your marketing for free.
Number
Museum of Ice Cream raised a $40M Series A at $200M
Shaan cites the Museum of Ice Cream as proof the Instagram-museum model scales: they raised a $40 million Series A at a $200 million valuation.
$40M
Museum of Ice Cream Series A raise · USD
“They raised $40 million. They raised a $40 million Series A at a $200 million valuation last year.”
Framework
Make it Instagrammable: experiences win when they're photo-worthy
Shaan argues the Combine works now (vs. SPARQ's era) because of Instagram: the shareable photo and certificate at the end are a core part of the value, the same engine behind Tough Mudder and the Museum of Ice Cream.
“That's like a big part of it because you're basically, not just are you gonna go have the experience, you get to talk about the experience on Instagram or wherever you're kind of getting your social clout. I think that's underrated, right? That's why Museum of Ice Cream works. That's why Tough Mudder works, right? Because they are social and they are photo-worthy opportunities.”
Steal thisDesign the shareable photo-and-trophy moment into the experience itself, not as an afterthought.
Number
Museum of Ice Cream: $50M raised at a $300M valuation
Sam recounts the outrage over a WSJ headline that the Museum of Ice Cream, an Instagrammable immersive experience, raised $50M at a $300M valuation despite not being about ice cream at all.
$300M
Museum of Ice Cream valuation · USD
“I tweeted a Wall Street Journal article and it says Museum of Ice Cream raised $50 million at a $300 million valuation. People flipped out.”