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

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.