The Sloomoo Institute is a children’s interactive center and museum dedicated to slime. It sounds absurd, but it works — both kids and adults leave with smiles. It’s a sensory paradise for all ages. You can drown in 300 gallons of cloud slime, slingshot it at each other, and, of course, create your own slime using one of four million (!) recipes to take home.

Interesting facts about the Sloomoo Institute

The name Sloomoo originated from a 2017 viral trend that called for replacing all the vowels in your name with “oo.” The brand was born from the name of one of the founders, Sarah Schiller (Schoolooor).
On its opening day in 2019, the ticketing system accidentally sold twice as many seats as planned. Instead of panicking, the founders decided it was a sign to dream twice as big. It was from that moment that they switched from a pop-up format to permanent locations.
In its first month, the Sloomoo Institute in New York City attracted 30,000 visitors.
The company’s annual revenue is approximately $30 million.
More than 85% of people with autism in the US are unemployed, so Sloomoo has made it a core principle to specifically hire neurodivergent people.
The slime is non-toxic and biodegradable. The company partners with Rensselaer Polytechnic Institute (RPI) to recycle slime sustainably.
In 2024, founders Karen Robinovitz and Sara Schiller were named sixth on the Inc. Female Founders list.
The Slime Institute has a fictional world with slime characters and even its own language, Sloomoosh. Each character is unique in color, shape, and personality.

What to see and do at the Sloomoo Institute

DIY Slime Bar

This is a DIY slime bar where you can create your own personalized slime. First, you choose a texture, such as jelly, crunchy, or cloud slime. Then, choose from 40 different colors and 60 different flavors. In total, there are over 4 million unique combinations available at the center. The slime you create is included in your ticket price, so you can take it home.

Sloomoo Falls

A real slime waterfall. You’ll be given a raincoat to keep yourself clean. The only downside is the long line, so we recommend booking in advance.

Slime Lake

300 gallons of cloud slime you can walk on barefoot. It feels like you’re walking on a really soft cloud.

Slime Slingshot

A slingshot with a huge lump of slime that you can use to shoot slime at your friends or… your parents. This is one of the most photographed attractions.

Slime Walls

Huge walls where you can smear slime. There are no restrictions, which is what makes it so enjoyable.

ASMR Sound Bath

An area for those who come not just to play, but also to relax. The soothing sounds of ASMR are a therapeutic practice confirmed by Columbia University neuropsychiatrist Judith Joseph.

Day-Glow Room

A dark room with neon-lit glowing slime where you can dance and have fun, even if you’re just a little over 12.

SlooScience

An educational area about slime chemistry: what happens to polymers, why slime is neither a liquid nor a solid, and how its properties relate to non-Newtonian fluids.

The story of the Sloomoo Institute

This is one of those stories that Hollywood could have adapted for the big screen.

In 2015, Sarah Schiller’s husband suffered a series of strokes. He was left incapacitated, leaving Sarah to raise their two daughters alone. One of them, Sloan, has the rare genetic condition Angelman syndrome and is virtually paralyzed.

Karen Robinowitz’s husband of 14 years died at 51. A few months later, her cousin was killed in the Parkland school shooting.

Thus, the two women experienced grief, from which they were pulled by chance. One day, a friend of Karen and Sarah’s came to visit with her ten-year-old daughter. The girl brought slime, and Karen and Sarah showed it to their daughters. For the first time in a long time, they saw two completely different children calmly playing and communicating not verbally, but with this toy.

In 2018, they developed a business plan and opened the first Sloomoo Institute in Manhattan a year later. The project was planned as a mere six-month pop-up, but it has grown into a permanent museum with locations in five cities.

Architecture of Sloomoo Institute

Sloomoo Institute was designed in collaboration with the architectural firm Method Design. Wave-like, glossy surfaces reminiscent of slime predominate here. Particular attention was paid to color and light. Each zone is a complete artistic story, created in collaboration with invited artists.

It simultaneously evokes the interior of an expensive Soho boutique and a child’s fantasy. The area has a historical connection with gallery art, pop art spaces, and unconventional commercial projects. Sloomoo fits perfectly here.