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If you’re looking to live out your childhood dreams of getting slimed like a ‘90s Nickelodeon TV star, there’s a new immersive experience opening soon in Charlotte.
Sloomoo Institute will debut a new flagship slime experience at Metropolitan in the heart of Midtown this summer, the concept’s founders, Karen Robinovitz and Sara Schiller, told CharlotteFive exclusively.
Geared toward children and “the ever-growing kidult,” the 7,500 square-foot space will feature Sloomoo’s most popular attractions, including a DIY slime bar. There, guests are invited to make their own unique slime creations using a variety of slime textures, colors, scents and charms.
You can also walk on a “lake” of cloud slime, get drenched by slime waterfalls and experience ASMR soundscapes.
“All of our slimes are handmade and scented so when you walk into our universe, it’s like a mix of birthday cake and cookies and pear … and vanilla,” Robinovitz told CharlotteFive. “It’s just yummy every which way you turn.”
The experience is also meant to be educational, encouraging guests to learn the science behind slime while playing.
This will mark Sloomoo’s first North Carolina location. There are existing flagships in Atlanta, Chicago, Houston, Los Angeles and New York City, plus two “miniMoo” outposts in Boston and Philadelphia.
“For years, families visiting our New York and Atlanta — even our Houston and LA locations — have told us they were traveling from North Carolina and begging us to open closer to home,” Robinovitz said.
“Charlotte’s energy, creativity, and strong family culture made it the perfect place to finally say yes.”
The making of Sloomoo
Together, Robinovitz and Schiller launched Sloomoo Institute in 2019. It was their joint love for contemporary performance art and experiences with personal tragedy that inspired the idea for a unique, sensory experience.
Robinovitz was grieving the loss of her husband and later lost a cousin in the mass shooting at Parkland High School in Parkland, Florida.
“I was in a very severe depression, and I didn’t leave my house for about a year and a half,” she recalled. “One day my friend came by with her then-10-year-old. Her daughter happened to have slime with her, and I was curious because I grew up with slime.”
She quickly found herself enthralled by it for hours on end and realized it was the “first time in a year and a half that I experienced joy.” So she suggested slime play to her friend, Schiller, who was also going through a rough time after a severe stroke left her husband disabled and requiring around-the-clock care.
One of Schiller’s daughters is also neurodivergent and relies on her heavily.
“For Sara, the lightbulb was looking at her two daughters and seeing them play with slime in a way where they were both equal for the first time,” Robinovitz said. “I said to her, ‘This is so much more than a kid’s toy. We have to bring it to people.’”
New experiences coming to Charlotte
This summer, Sloomoo will debut a few new features that are exclusive to its Charlotte flagship. At the slime making station, guests will have the option to add scents extracted from real flowers. There will also be an interactive videoscape that mimics a lava lamp.
“Our Charlotte location gave us a chance to have a little fun with local influence, including a one-of-a-kind Sloomoo sculpture that nods to the city’s flower, its NASCAR racing culture, and state bird – all through details that feel playful but intentional,” Schiller said.
For all the germophobes wondering, there will be a handwashing station upon entering the experience and alcohol wipes at each station. The slimes are also changed regularly, Robinovitz said.
Other featured attractions will include:
- Groov’s Groovy Grove: A glow-in-the-dark, multi-sensory DJ experience where guests trigger music through slime.
- Endless Vats of Slime: Scattered throughout the experience, guests can plunge their hands (up to your elbows!) into dozens of slime vats featuring a wide range of tactile slime textures.
- Sloomoo & Repeat – AKA the “slime wall” where every guest does what they never do at home — leave their mark with a glob of slime on the wall, which becomes an ever-evolving art installation that literally grows and expands hourly.
At Sloomoo Institute, the focus is on creating an enjoyable experience that brings everyone together through a love for play — and slime, of course.
“Sarah and I have a mission to deliver joy, and that’s mirrored in our inclusive workforce,” Robinovitz told CharlotteFive, adding that Sloomoo offers employment opportunities to neurodivergent individuals. “We really want families who may have a neurodiverse loved one to come in and see themselves represented.”
Location: 1100 Metropolitan Ave, Suite F-160, Charlotte, NC 28204
Hours: Monday-Thursday from 11 a.m. to 5:30 p.m.; Friday from 10 a.m. to 7:30 p.m.; Saturday from 9 a.m. to 7:30 p.m.; Sunday from 10 a.m. to 6:30 p.m.
Instagram: @sloomooinstitute
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Tanasia Kenney
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