If you grew up on Nickelodeon’s slimed-filled show Double Dare, allow us to introduce you to Sloomoo Institute, a multi-sensory experience that recently opened in Atlanta and Chicago after seeing a slime-load of success at its flagship venue in New York.
In response to today’s digital-driven world, co-founders Karen Robinovitz and Sara Schiller were inspired to create the science-backed experiential concept that offers a respite from screens and scrolling in favor of physical interactions that ignite the senses.
“When we started getting into slime a few years ago, there was a trend on social media where people were replacing the vowels in their names with two Os to create their slime names. So ‘slime’ is ‘Sloomoo,’" explained Robinovitz. “The minute we heard the word, we knew it was a brand, as our world is more than just slime—it’s inclusive play and joy. Sloomoo encapsulates that spirit.”
From a DIY Slime Bar where guests can mix 40 colors, 60 fragrances, and 100-plus charms; to ASMR soundscapes; to a Lake Sloomoo obstacle course that prompts guests to dip their toes into 350 gallons of slime, each element of the interactive experience was thoughtfully crafted to tap into the soothing powers of slime (yes, you read that correctly).
“The history and science of slime are really fascinating,” said Schiller. “Slime play is proven to cause progressive muscle relaxation, which calms the fight or flight response, and creates a sense of safety by engaging and delighting the senses with smell, touch, sight, and sound. We are testing out experiences on-site like the ‘HeART of Slime’ installation that measures your heart rate while playing with slime via EKG monitors, bringing awareness to the slime-body connection.”
To preserve authenticity and accuracy, Robinovitz and Schiller teamed up with artists and designers well-versed in building a multi-sensory experience. For example, composer Pei Pei Chung wrote music for Sloomoo’s ASMR soundscapes, called “Synthesoothers,” while artists Laia Cabrera and Isabelle Duverger developed AR and interactive video installations for the “Slimey Mirror” that reflects a figure of your frame made out of slime. Especially hard to miss when you walk into Sloomoo Institute are the funky furniture shapes and colorful environs, both courtesy of Demetrios Comodromos of Method Design.
Upon entry, guests are given a name tag to make their slime name. “Mine is Kooroon and Sara’s is Sooroo,” said Robinovitz. “It immediately sets the tone that the experience is going to be fun, giving you permission to embrace your silly side!”
Don’t be fooled—guests of all ages are welcome, and we’d bet adults may even have more fun with the nostalgic experience. (After all, we know that incorporating more play into events can pay off.) Keep scrolling for a closer look…