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Brace for ‘Rosé Mansion,’ the Next Instagram Thirst Trap Disguised as a Food Celebration

A gold chandelier and a bathtub full of roses are among the photo opps

Rosè Mansion
Who one might encounter at the upcoming Rosè Mansion
Photo by Max Flatow for Rosè Mansion

Rosé wine lovers with social media accounts will soon have some new stomping grounds. Opening Thursday, July 12 in Midtown East is the Rosé Mansion, a two-story space set to capitalize on lushes who Instagram — with 14 rooms that each specialize in a different look and theme centered around the pink drink.

This isn’t just some social media fantasy — there is some education here, too, with rooms dedicated to “the scientific process behind creating it and the regions where it’s most popularly produced,” according to a press release. Eight tastes of different rosés — about two glasses total — are included in the $35 to $45 ticket, as well as photo opps like swinging from a gold chandelier, lounging in a bathtub full of roses, posing at a bar filled with hot pink sand, and blending a custom rosé.

Morgan First and Tyler Balliet, the former owners of Second Glass, a wine event company, are behind this latest food-themed interactive Instagram play to hit NYC. The Rosé Mansion follows similar photo-first, viral experiences around ice cream, candy, and pizza, though at least it’s not calling itself a museum. These so-called food museums are not just social media thirst traps — they’re also a big business, with MarketWatch estimating that the Museum of Ice Cream has brought in as much as $20 million in ticket sales since its 2016 debut.

Tickets are now on sale here for the rosé experience, which runs through October 7 at 445 Fifth Ave. near 39th Street.